Humor - the key to a stronger brand

After a long period of pandemic, war and economic uncertainty, people are now more than ever in need of joy and positive experiences. Laughter, smiles and other bright spots in everyday life not only affect our mood, but also how we relate to companies and brands.

More joy in everyday life

Today, people increasingly turn to humor, something cheerful and light-hearted that makes them forget the gloomy world outside. But despite the growing need for joy in everyday life, a study by Oracle (2022) shows that many business leaders are reluctant to use humor in their communication strategies. The study shows that as many as 95% of companies are afraid to use humor in their interactions with customers. A fear that may be completely unfounded.

The power of humor in communication

Humor is more than just a way to make people laugh, it's a powerful tool that can create stronger bonds between brands and customers. In Oracle's study, a whopping 88% said they look for new experiences that make them laugh and smile. 80% also said they would return to a brand that used humor, and 72% said they would choose such a brand over one that does not.

Humor increases loyalty

Avoiding humor in communication and instead focusing on clear, fact-based messages is common, and can feel like a safe bet. But the study shows that this approach can have the opposite effect, with customer loyalty at risk if a company opts out of humor. In the study, 41% said they would leave a brand if it did not make them laugh or smile regularly.

And it's not just loyalty that is strengthened by a humorous approach. Humorous messages can also influence customers' purchasing behavior. According to the study, 63% of customers spend more money on a brand that uses humor than on one that does not. In addition, 91% stated that they prefer brands that use humor in their communication.

Dare to be funny

Of course, it's difficult to throw yourself into presenting all messages with humor from one day to the next, and it takes both timing and courage to succeed with a humorous campaign. But in a time when people are increasingly looking for joy and rewarding brands that offer entertaining experiences, it is more important than ever to dare to test humor in your communication.

Start small, perhaps with a humorous social media post, and see how the message is received. Using humor requires both sensitivity and audience insight, but once it's successful, it can mean big wins for your brand. So what are you waiting for? Take the plunge and create communication that not only informs - but entertains.

3 companies to be inspired by:

Pressbyrån - Pressbyrån likes to challenge and play with the traditional. Their latest campaign for Cinnamon Bun Day is a strong proof of how humor leads to attention.

McDonald's - McDonald's has long been known for using humor to get its message across. The #RaiseYourArches campaign is just one example.

Lidl - No one can have missed Lidl's humorous and accurate content on Instagram, right? By constantly keeping up with the world, the brand is constantly finding new humorous ways to reach out.