Unpredictability, that’s the number one key marketing trend to watch this year according to a recent Forbes article. Not only is economic uncertainty playing a role, layer in a presidential election year and increasing AI usage, and you’ll find that your average consumer is facing some pretty serious stress.
Humor, which just happened to be the key factor in our team’s favorite Super Bowl Ad pick this year, could help your brand cut through the noise and lighten your audience’s mental load, even if just for a moment. Here are a few tips to help you take a less serious approach and know when to avoid humor.
- What does your audience find funny? With a wide range of generations represented on Kearley’s team, it becomes clear quickly that the references that make a Gen Xer chuckle can be drastically different than what Millennials find amusing. Nostalgia marketing, while great, may leave out a good portion of your audience who simply doesn’t know what you’re talking about. Start by considering who your target audience is, what specifically they are experiencing, and use that to infuse humor – testing it out with your chosen demographic before going to market.
- What if the jokes are corny? If “Dad Jokes” are on brand for your organization, that’s not necessarily a bad thing. Even when eye rolls or groans are the result, the levity can still be disarming and a welcome relief for weary consumers who aren’t attracted to brands that take themselves too seriously. Take your cues from your audience and be open to adjustments.
- When should you not use humor? Of course, there are times when humor just isn’t appropriate. For example, after a tragedy or crisis event has occurred, especially in your local community. These are times to reassure people, not try to make them laugh. If the phrase “too soon” comes to mind, it’s best to press pause on the levity for the time being and take on a more comforting and reliable tone.
Need some help finding the right brand voice? Kearley’s experienced team is here to help throughout the process – from strategy development to implementation and analysis. Request your free consultation today to learn more about how our team can support your marketing efforts.
