February 9th 2024.
Originally Published on January 6, 2017, many business owners face the temptation to play it safe and avoid offending potential customers at all costs. While controversy can garner attention, most companies prefer to steer clear of any negative attention. This is especially true when it comes to using humor in advertising. Even professional comedians have differing opinions on whether the best jokes are the ones that don't hurt anyone or if causing a little discomfort is a sign of a job well done. The question then becomes, is it worth risking alienating or angering some individuals for the sake of a laugh and a social media share?
So, what should businesses do in this situation? Some products and services lend themselves naturally to humorous advertising, and some believe that any publicity is good publicity. However, the decision of whether or not to use humor as a tactic should not be taken lightly. As a business owner myself, I have grappled with this question, especially when it comes to our video marketing campaigns. We didn't want our content to be just another bland and informative promotion of our features and benefits. We wanted to provide value and entertainment. But when using humor in marketing, it's important to tread carefully and consider the following factors.
First and foremost, is the tone of the ad consistent with the tone of your entire brand? From the beginning, we knew we wanted to be a funny and playful company. Our brand was never meant to be taken seriously, and we saw how other successful companies had used humor to connect with their audience. If slightly offensive humor doesn't align with your brand's overall image, it's best not to force it. You must stand behind your ads, so if the tone doesn't reflect your corporate culture, it can confuse your customers and send a mixed message.
Another factor to consider is whether the ad will differentiate you in a valuable way from other ads in the same market. When we launched our Carnivore Club crowdfunding campaign on IndieGoGo, we took a unique approach with our video. Instead of talking about our founders and our story, we went straight to the heart of the matter with an irreverent ad titled "Man vs. Vegan." While some people may have been offended, it was just edgy enough to be funny and memorable. This resulted in us being featured on IndieGoGo's list of most interesting new campaigns and reaching a wider audience. Without that exposure, we wouldn't have been able to successfully launch in the U.S.
It's essential to understand that humor is subjective and can vary by geography. We learned this lesson when we expanded to the United Kingdom and our "F-Up Insurance" ad fell flat. We hadn't considered that what's funny in one country may not be in another. So, if you plan to use humor in your marketing campaigns, it's crucial to do your research and consult with people who understand the culture to ensure your ad will resonate with your audience.
Lastly, be willing to adapt and evolve. Based on the reactions to our first two ad campaigns, we adjusted our approach with our third ad, "An Unsubtle Hint." This resulted in great traction, as the ad was still playful and aligned with our brand without causing any controversy. If something isn't working for all of your customers, don't be afraid to change your strategy.
In the end, using humor as a business tactic can be a risky move, but it can also be highly effective. It's important to carefully consider the tone, differentiation, potential impact, and cultural differences before implementing it into your marketing strategy. As a business owner, it's up to you to decide if the potential rewards outweigh the risks. But always remember to stay true to your brand and be willing to adapt if necessary. After all, as the saying goes, laughter is the best medicine, and it can also be a powerful tool in business.
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