The Power of Laughter: Why Humor Should be a Key Ingredient in Advertising.

When was the last time you saw an ad that was so funny that you wanted to share it with all your friends? Humor remains one of the best tools in helping get people’s attention and helping them recall the brand.

A 2022 study by Oracle found that 90% of people were more likely to remember a brand's ad if it was funny, while 48% said they didn't feel they had a relationship with a brand unless it made them smile or laugh. As the old advertising adage goes, "If you can make someone laugh, you can sell them."

Why Does Humor in Advertising Work

1. Memorability and Engagement: Humor makes ads more memorable. People are more likely to remember a funny commercial and share it with others. This can significantly enhance brand recall and engagement, leading to greater consumer loyalty.
2. Humanizing Brands: Humor can make brands feel more relatable and approachable. In a world where consumers increasingly demand authenticity, a light-hearted and funny ad can humanize a brand, making it feel less like a faceless corporation and more like a friendly entity.
3. Breaking Through the Noise: The advertising landscape is crowded, with countless brands vying for consumers' attention. Humor can be a powerful differentiator, helping a brand stand out in a sea of similar messages. A well-crafted joke can capture attention and create a lasting impression.
4. Emotional Connection: Laughter is a universal language that creates a positive emotional response. By making people laugh, brands can foster a positive emotional connection, making consumers more likely to choose their products or services.

Conclusion

The fundamental reason humor helps build a brand is that advertising and content are created for human beings, and human beings are governed by emotions, and humor builds emotional connection. Of course, not all brands will be able to use humor. The personality of each brand dictates the tone its advertising should take and the proper situations to use humor.

But, in most cases, the benefits of humor in advertising are undeniable. As brands navigate an ever-evolving landscape, it's crucial to find the right balance between sensitivity and wit. When done thoughtfully and respectfully, humor can be a powerful tool that not only entertains but also builds strong, lasting relationships with consumers.

Respectfully

Mike –The Reel Architect.