…And if it’s not, it ruddy well should be.
Humour can certainly humanise a brand, but this is something that should stretch beyond adverts and billboard slogans and be injected into everyday blog and social media content.
Comedy can come in numerous guises, and what’s funny to some may be cringe-worthy to others. No one wants to be involved in a comedy backfire scenario, which is why you need to keep your target audience in mind when attempting to make your reader LOL. After all, there’s a fine line between laughing with and laughing at.
According to a Huffington Post article, there are three main reasons why comedy is key:
1. It’s consumable and shareable
When was the last time you shared a piece of dull content? It’s so much easier to digest something when it’s funny. Plus, laughter is contagious, meaning you’re more likely to share it with your friends or colleagues.
2. It’s fun to create
Producing regular, engaging content is a big commitment, so you might as well try and enjoy it. It’s fun to make people laugh, and chances are you’ll be smiling as you type.
3. It makes you stand out
The Internet is a noisy place. If you produce ‘corporate’ content like everyone else, you’ll quickly be forgotten. A touch of humour adds some personality and lets your reader know you’ve put a bit of thought into your copy.
So, we know why comedy works. But how to go about producing these side-splitting articles?
While I’m not implying you should abandon injecting your own humour into your content altogether, a little expert help can work wonders. Pick the brains of your office comedian/pun master and get some ideas flowing. They could help bring some appropriately funny metaphors to the table and show you humorous ways in which to connect with your audience.
If you think you have what it takes to make the ‘Live at the Apollo’ line-up, then by all means do it yourself. Use your talent to boost your content strategy. But don’t ever be afraid to delegate.
I touched on this earlier, but make sure you know your target audience and can accurately judge the sort of humour that will go down well. If you’re looking to play it safe, why not tell some real-life stories, interview funny and interesting people or think about using topic-related parodies?
Finally, be aware of the risks. Some readers may not find your content as hysterically funny as you do. For example, last year, a CEO wrote an article entitled ‘6 Reasons LinkedIn Is the New Online Dating Site’ and received numerous angry backlash tweets from women, complaining that they needed a safe place to network without being romantically approached by men. Although it didn’t go as planned, he gets an A for effort in my book.
Essentially, giving your content a boost with comedy can set you apart from your competition – but only if tackled in the right way.
What’s the most memorable piece of hilarious content you’ve come across online?Ben Hollom
July 16, 2015