As a business owner scrolling through Instagram, you might stumble upon a video ad attempting to be humorous but falling short. This experience can trigger a vital question: when should humor be used in ads, and when should it be avoided?
Humor in advertising is a double-edged sword. It can make your brand memorable, like Geico's hilarious commercials or Poo-pourri's viral videos with over 45 million views. But if not executed correctly, humor can also miss the mark, rendering your ad ineffective. So, how can you determine if humor suits your brand and ensure it's executed correctly? Here are some essential guidelines to help your ads be effective, not just funny.
The primary rule is to use humor strategically to convey your brand message. Humor should not be the end goal; instead, it should serve as a means to an end.
Geico's commercials are a classic example. They are not just funny; they are effective because the humor hooks the audience's attention while the message—"save 15% or more in 15 minutes or less"—is delivered clearly and memorably. The humor grabs you, but the message sticks with you.
Poo-pourri's ads are another great example. Their videos are hilarious, but they also have a well-crafted script that delivers a convincing message and sales pitch. The humor draws viewers in, but the script does the heavy lifting of conveying the product's benefits and encouraging a purchase.
If you decide to use humor in your ads, ensure it serves to deliver a clear and compelling message. The humor should grab and retain attention, but the message should drive home the brand's value proposition.
Humor is subjective, but in advertising, you need to appeal to a broad audience. If your attempt at humor falls flat, it can damage your brand’s perception and effectiveness.
There's nothing worse than an ad that's supposed to be funny but isn't. You don't want to create a "funny" ad that falls short and embarrasses your brand.
One thing you can do is hire an actual comedian or a writer with a proven track record of being funny. This is a tactic employed by Harmon Brothers, an agency that has crafted multiple viral ads that are not only funny but also sell products effectively. Hiring a comedian ensures your ads will actually be funny and not just be an attempt at humor.
Before launching your ad, test it with a focus group to gauge reactions. Feedback from a diverse group can help you refine the humor to ensure it hits the mark.
Be sure to ask people for their honest feedback so you make sure they aren't just trying to make you feel good.
Your ad must be genuinely funny to be effective. Invest in professional talent and thoroughly test your content to ensure it resonates with your audience.
Humor is not a one-size-fits-all solution. It works for some brands but is inappropriate for others. You need to figure out if humor is right for YOUR BRAND, not does it work for someone else.
Does it match the message you're looking to convey, and does it match the tone, style, and personality of your brand?
For instance, a high-end men’s haberdashery will likely focus on quality, style, and prestige. Injecting humor cheapens the brand’s image, detracting from its core message. In such cases, a more serious and sophisticated approach is needed.
Make sure you consider your brand’s personality and the emotions you want to evoke. If your brand aims to be seen as reliable, trustworthy, and professional, humor will likely undermine these qualities. On the other hand, if your brand is fun, youthful, and quirky, humor might be a perfect fit.
Make sure you take some time to understand your audience's expectations and preferences. If your target audience appreciates wit and humor, incorporating it into your ads will enhance engagement and brand loyalty. Conversely, if your audience values professionalism and reliability, humor likely is not the best strategy.
Evaluate whether humor aligns with your brand’s personality and your audience’s expectations. Ensure that it complements your brand message rather than contradicting it.
Humor can be a powerful tool in advertising, but it must be used strategically. To ensure funny ads are effective be sure to:
Humor, when used appropriately, can create memorable and effective ads that resonate with your audience. However, it requires careful consideration and execution. What are your thoughts on using humor in advertising? Have you seen brands miss the mark or hit it out of the park? Share your experiences and insights in the comments below. 📢
By following these guidelines, eCommerce brands can leverage humor to enhance their advertising effectiveness without compromising their core message. Whether you’re a start-up looking to make a splash or an established brand seeking to refresh your marketing strategy, humor, when used correctly, can be a game-changer.
Scaling Fast-Growing eCommerce Brands with Profitable & Predictable Growth Strategies | Paid Media & Retention Expert | DM to Discuss Your Growth Potential
