Want More Views? Make Funny Your Strategy
it's Time to have some fun...with your video content that is.
You don't need a study to know it, but science has shown that the use of humor gets more attention and is more memorable. Think about it...What are you more likely to remember? Something boring and the same as everything else, or something fun?
Marketers and advertisers have used humor for years and years - sometimes successfully and sometimes unsuccessfully. It can be a challenge for some brands to use humor because it can go wrong if done incorrectly. There's also a fear that they won't be taken seriously if they get too funny. But using humor can definitely pay off. Just pay attention to some important things to make sure you do it right.
DON'T BE OFFENSIVE
Offensive is really bad...unless that's what you're going for. Maybe you're doing some guerilla-style marketing and you want to make a big splash. Fine.Just make sure it fits your brand. Otherwise, it's better to stick with humor that is clean and socially acceptable. You run less risk of offending people and you increase the probability that it will be shared and watched. Offensive material can lead to your downfall.
DON'T SOIL YOUR BRAND
This is hand in hand with the first "don't" on the list. Make sure whatever humor you use is in line with your brand. Do you sell your products to seniors? Then be funny in a way they'll appreciate. Are you selling to millennial mothers? Then you should know something about the millennial culture.
DO BE AWARE OF CURRENT TRENDS
Remember that old Budweiser campaign with the frogs in the swamp saying Bud. Wise. Er? How about the ads with the guys grunting at each other? If you were to piggyback off them you would look dated and slow. So look around, see what's currently going on, pay attention to what's making people laugh these days.
DO BE SMART
This is especially important if you're a 'serious' brand. An insurance company using toilet humor is not a good match. However, a toilet manufacturer could probably get away with it. Smart humor done right can really elevate your brand and get you recognition just for coming up with something well-crafted.
And never underestimate the benefit of hiring a production company or a writer with experience in humor. They can help guide you along and do a lot of the work for you.
USING HUMOR IS NO GUARANTEE OF SUCCESs
Just like any other kind of marketing, you need to make sure you're supporting your efforts. Humor is great, but if no one ever sees it then what's the point? There are a lot of amazing standup comics who have never been heard. A lot of content has been created that hasn't seen the light of day. It's because all the planning went into the humor and not an overall strategy.
DO BE SMART AND PLAN
Ask yourself these questions; Where will this be seen? How will we promote it? How can we use it in multiple ways to get the most out of it? Who can we connect with to help us get it seen? If it has multiple pieces of content, how will we roll it out?
In our example below, we created a new character that may just become the face of the company from this point on - think billboards, TV commercials, print ads, radio spots. These are just some ways our client can "reuse" their content.
So make sure that there is a smart campaign around the humor you're using so that you get the most bang for your buck.
TIME FOR A FEW EXAMPLES OF OUR OWN
Our client, a startup that is disrupting the world of car leasing, had the idea to create a suite of social media videos. They wanted them to be fun and introduce a new brand ambassador by the name of Dr. Otto Leese Von Honckerburg. A quirky, yet lovable and very well-meaning character. They wanted to videos to be about Dr. Otto as much as about the brand.