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LOL for ROI:
The Power of Humor in Marketing Campaigns

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A good laugh can fix all sorts of things.

It can lighten up your mood, make you receptive to new ideas, and bring you closer to the people around you. A solid joke is good for more than just making friends, though. Incorporating some levity and humor into your marketing campaigns can make your company more relatable and give your audience a whole range of warm fuzzies when they think of your brand. But like any joke, timing and delivery are everything.

Let’s dive in and make sure you don’t bomb!


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Why Humor Works in Marketing

Oh-So Relatable

People love brands that feel human, and in our opinion, nothing humanizes a brand faster than a good shared chuckle. If you can make people laugh, you can break down barriers and build a connection that might have otherwise taken longer to create. This relatability helps foster trust and loyalty, making your audience more likely to engage with your content and convert into customers.

Now that we’re warmed up a little bit, please enjoy this first joke in a series of semi-funny jokes that we’ve been workshopping for the purpose of comedic relief:


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Why did the marketer bring a ladder to work?
Because they wanted to take their advertising to the next level!

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Attention-Grabbing Guffaws

Your audience is bombarded with thousands of ads daily. That’s a lot of things for a human brain to remember. So, standing out can seem like a bit of a daunting task. A well-timed joke or a witty remark can help your customers remember you with a heartwarming smile. “They’re so funny,” they’ll say. “I think I’ll go to their website and enter my details so I can go through their sales funnel and eventually become a successful lead for their company.”

That’s exactly what’ll happen. Humor grabs attention and gives your message a better chance of being noticed and remembered.


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Why don’t some marketers use social media?
Because they prefer traditional forms of conversation—like semaphore flags and smoke signals.

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Positive Brain Games

Humor creates positive emotions. Positive emotions create positive buying trends. Positive buying trends create happy feelings within your company. Happy feelings within your company create less opportunities for your boss to be snippy with you. See where we’re going with this? Everyone wins. Trickle-down economics.

When people associate your brand with happiness and laughter, they’re more likely to have a favorable view of it. This emotional connection can lead to increased brand loyalty and word-of-mouth referrals. Essentially, laughter is contagious, and when people share your humorous content, your reach expands.


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How do Dovetailers stay cool?
They have many fans!

(Sorry, we said we were workshopping the jokes. Some are better than others.)

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Remember Me

A giggle can be all it takes to make your content really stick. People are more likely to remember a funny ad than a serious one. This recall can be crucial in competitive industries where brand recognition can be the difference between picking your brand over a competitor’s. A memorable campaign can lead to better brand recall and increased customer engagement. People can’t talk to you if they don’t remember you.


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Why don’t we trust stairs?
Because they’re always up to something!

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The Caveats of Using Humor

Avoid Lowbrow or Insensitive Content

Let’s make sure this doesn’t bite you in the butt. While a clever joke can make your brand unforgettable, lowbrow or insensitive humor can turn your audience off. Always ensure your humor aligns with your brand’s values and doesn’t alienate any segment of your audience.

Establish some standards or a rule of thumb for what flies and what doesn’t. Your high-class boutique brand might not need to branch out into fart jokes at the expense of your audience.


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What’s worse than a marketer with no sense of humor?
A marketer with a bad sense of humor.

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Don’t Let Humor Fall Flat

A joke that falls on its face can do much more harm than good. If your humor isn’t resonating with your audience, it can make your brand seem out of touch and the opposite of genuine. Test your content with a small, objective focus group before going live to ensure it hits the right notes.

Your parents are not an appropriate small focus group. Your mom will lie to you to avoid hurting your feelings and then your campaign will be in some real trouble.


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Why did the failed joke cross the road?
To get to the humor consultant on the other side

(Sorry. So, so sorry. We’re running out of ideas.)

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How Dovetail Can Help

Finding the perfect balance between humor and practicality can be challenging. That’s where we come in. At Dovetail, a local St. Louis marketing agency, we specialize in crafting personalized, effective marketing campaigns that resonate with your target audience. We’ll help you incorporate humor that aligns with your brand identity, ensuring your campaigns are both engaging and professional.

A little bit of this, a little bit of that, and nothing that’ll make your customers cringe. Unless that’s what you’re going for.


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Why did the SEO expert go to the beach?
They wanted to improve their keyword “sea“rch ranking!


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The Punchline

Incorporating humor into your digital marketing strategy can yield significant benefits, from making your brand more relatable to creating positive feelings and memorable content. However, take care to strike the right balance and avoid pitfalls like insensitivity or flat jokes. Whether you’re just starting to explore the use of humor in your marketing or looking to refine your approach, partnering with a skilled marketing agency like Dovetail can make all the difference. Ready to add a dash of humor to your marketing mix? Let’s get started today!

Let’s turn those marketing blues into marketing “woos”! Reach out to Dovetail, because laughter is just a click away.

Ready For a Laugh?


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