Laughing Out Loud: A Study on the Role of Humor in Digital Content

As the digital landscape becomes increasingly saturated with content, humor has emerged as a powerful tool for capturing audiences' attention and driving engagement. However, while some companies have successfully incorporated humor into their online messaging, others have failed miserably, leading to cringe-worthy moments and PR nightmares.

Take Pepsi's ill-fated attempt at humor in a 2017 ad featuring Kendall Jenner, in which the supermodel seemingly ended a protest by offering a police officer a can of Pepsi. The ad was widely criticized for trivializing serious social justice issues and was quickly pulled. In contrast, Old Spice's viral ad campaign featuring actor Isaiah Mustafa proved to be a major success, boosting the brand's sales and earning praise for its hilarious, over-the-top messaging.

But why do some companies succeed in using humor, while others fail? And how can marketers effectively incorporate humor into their digital strategies? To answer these questions, we turned to recent research and real-life examples.

One study, published in the Journal of Advertising Research, found that ads utilizing humor were more likely to be remembered and shared than those that relied on messages focused on product benefits. Additionally, humor was found to increase positive attitudes toward the brand and aid in recall.

Another example of successful humor in advertising comes from Wendy's, whose snarky Twitter account has amassed a following of over 3 million. The fast food chain's witty responses to customer inquiries and playful jabs at competitors have garnered widespread attention and praise, demonstrating the power of humor to humanize and differentiate a brand.

In contrast, American Apparel's infamous "Hurricane Sandy Sale" in 2012, offering discounts to those affected by the natural disaster, was a tone-deaf attempt at humor that backfired badly. The company faced immense backlash, leading to widespread criticism and boycotts.

In conclusion, incorporating humor into digital content can be a powerful way to engage and entertain audiences while simultaneously building brand recognition and positive attitudes. However, marketers must be careful to strike a tone that is appropriate for their audience and message, and avoid alienating or offending potential consumers. By following the examples of successful humor in advertising and maintaining a thoughtful approach, companies can leverage humor to their advantage.

References and Further Reading:

1. Li, X., & Huang, L. (2017). Going Viral: An Exploration of the Role of Humor in Viral Advertising. Journal of Promotion Management, 23(2), 137-156.

2. Ripl, Inc. (2019). From Wendy's to Denny's: Best Social Media Fails and Wins of 2019. Ripl Blog. Retrieved from https://www.ripl.com/blog/from-wendys-to-dennys-best-social-media-fails-and-wins-of-2019/

3. Buerkle, T. (2012). American Apparel's Inappropriate 'Hurricane Sandy Sale'. Forbes. Retrieved from https://www.forbes.com/sites/taylorbulek/2012/10/31/american-apparel-inappropriate-hurricane-sandy-sale/#3dd63d2d1d52

Hashtags: #digitalmarketing #humorinadvertising #socialmedia #advertisingstrategies #branding

Category: Marketing and Advertising