We all have our favorite funny commercial that stuck with us. Personally, mine is the State Farm commercial, "I got ya dollar." The image of an old man dangling a dollar from the end of a fishing rod is ingrained in my memory. It made me cackle when I was 12, and even today when it randomly resurfaces in my mind, I still chuckle. The humor has stuck with me ever since. This is the power of using humor in marketing—it’s memorable. But while a humorous approach can work wonders for a brand, it also comes with risks. In this blog, we’ll explore the potential rewards and pitfalls of using humor in marketing, so you can decide if it’s the right move for your business.

Rewards of Using Humor in Marketing

• Capturing Attention and Improving Ad Recall: Humor naturally grabs people's attention. Consumers are more likely to remember a funny ad because it triggers an emotional response. People may forget the details of a serious or straightforward campaign, but humor tends to linger. Better ad recall means that your brand stays top-of-mind, increasing the likelihood of consumers choosing your product when they're ready to buy.
• Positivity and Brand Association: When humor is done right, people will associate your brand with positive emotions. Laughter and lightheartedness create a connection between the consumer and your company. This can foster a sense of loyalty and trust—two things that every brand aims to build. Consumers want to engage with brands that make them feel good, and humor is a powerful tool in creating this positive association.
• Establishing a Unique Voice: In a crowded market, it’s essential to stand out. Humor can give your brand a unique voice and personality that sets it apart from competitors. When you use humor consistently, you carve out a recognizable brand identity that resonates with your audience, making you more memorable and approachable.
• Appealing to Social Media Trends: With platforms like TikTok, Instagram Reels, and YouTube Shorts gaining massive popularity, short-form entertainment is what consumers crave. Humor, especially in the form of quick, engaging content, aligns perfectly with what users are looking for. A funny, viral video can extend your reach beyond traditional advertising, as people are more likely to share content that entertains them.

Risks of Using Humor in Marketing

• Increasing Ad Fatigue: If humor isn’t executed properly, it can backfire and lead to ad fatigue. A joke that falls flat or is seen too many times can become tiresome. If consumers don’t find it funny, repeated exposure may actually lead them to develop a negative perception of your brand. Instead of creating a light-hearted connection, your brand may become associated with frustration or annoyance.
• Risk of Offending: Humor is subjective, and what’s funny to one person can be offensive to another. There have been plenty of well-intentioned campaigns that missed the mark because the humor didn’t translate well or was misunderstood by the audience. It’s important to tread carefully and understand your audience deeply. Humor can be a tightrope, and failing to navigate it properly may result in backlash, damaging your brand’s reputation.
• Reputation Risk: Humor doesn’t fit all brands or industries. If you’re a business that deals with serious matters—healthcare, legal services, or financial institutions, for example—a humorous approach may clash with the perception you’ve worked hard to establish. Even if the humor itself isn’t offensive, it can make your brand seem less credible or professional, alienating the very customers you aim to attract. A poorly received joke can also do lasting damage to your company’s reputation, especially if it’s deemed inappropriate for the context.

Make It Possible

Humor in marketing can be a slippery slope, and while the rewards can be great when it’s executed properly, the risks of getting it wrong are real and potentially costly. Before deciding on a humorous approach for your marketing campaigns, make sure it’s the right fit for your company’s image and how you want to be perceived. Relatable humor is often the safest bet, but even then, you should carefully consider how your message might be interpreted by different segments of your audience.

At Anntoine Marketing + Design, we specialize in creating unique and creative campaigns. Whether you're looking to add a touch of humor or take a more serious route, we’ll help you find the best approach. Take, for example, our recent video for National Praline Day, where we imagined Big Calendar and Big Praline coming together in an epic, world-changing collaboration to make sure pralines get the spotlight they deserve. Contact us today, and let's cook up something just as fun (or serious, if pralines aren’t your thing) to match your brand’s voice and goals!