What is the goal behind your social media presence? Do you want to drive more traffic to your website? Do you want to get more conversions? Or, do you want to enhance engagement?
In order to fulfill any of these social media goals, it is very important for you to build a connection with your audience.One way to do is by using humour in social media marketing. Humour can play an instrumental role in facilitating the connection between your brand and your audience.
You can leverage on humour to create content that really resonates with your audience. It entertains the audience, while also helping you create a connection with them. In this sense, humorous content helps target the emotions of your audience and builds the much needed connect with them for engagement.
While using humour on social media, it is very important to keep a few do’s and don’ts. These will help you stay on top of your game, while ensuring that you don’t offend anyone with your content.
Do’s Of Using Humour In Social Media Marketing
Show The Human Side Of Your Brand In A Comic Manner
Offer a glimpse of your team to your audience. Showing them funny videos of your employees is one way you can do this. Another way you can do this is by introducing your employees or your core team on social media. You can employ the use of humour while doing this. Highlight funny things about them, for instance. By putting in the comic element, you can drive your audience to engage with your content.
Ride On Popular And Trending Cultural References
Another way in which you can use humour in social media is by using popular and trending content. Riding on references from pop culture or trending events or news, you can create comic content that the audience will relate with.
Take the example of all the Amul Butter Ads featuring the Amul girl mascot. If you want to learn how to ride on viral and trending topics from pop culture, then Amul makes for the perfect example.
From movies to sports and politics, Amul butter has managed to create funny content around all these areas. Amul butter reaches out to the audience by touching on topics or trends at the peak of their virality and creates content around it.
You too can create content related to such viral events, topics or trends and give it a funny, humorous twist. The idea is to you not only put out your message, but also give your audience a good laugh through your content.
Build Humour Out Of The Mundane
A great way to inculcate the comic element into your social media strategy is by targeting every day situations. You can bring out the funny from the daily grind and build content that may make people laugh. Such type of content will be relatable and also help make your audience laugh.
Taco Bell’s Twitter campaign is a good example in this content. A series of tweets by Taco Bell show how you can add humour in daily life through such content.
Think unconventional, out of the box and bring out the funny element in all your content. This will help you capture the attention of your audience and engage them with your brand.
Use Self-Deprecation To Generate Funny Content
Another good way to inculcate humour into your content is by using self-deprecation. Many brands poke fun at themselves, to generate content that humours the audience, especially when they make mistakes.
With the help of such type of funny content using self-deprecation, you can build awareness about your brand, while entertaining your audience. In the process, you increase the chances of recall on social media and also enhance your engagement levels.
In fact, you can use such type of content to present your brand image in a positive stride.
A good example in this context is that of Zomato.
Following the whole Zomato delivery boy-incident, they followed a very smart marketing strategy. Although this is a glimpse from their offline marketing strategy, you can take inspiration from such campaigns for your social media marketing strategy.
Through such content, Zomato tries to take the incident in a positive stride while also making sure to send out its marketing message clearly.
Monitor Your Content To Stay On Top Of Audience Response
It is very important to constantly monitor your content to stay on top of your audience response. You need to know which content types are working for your brand and which ones aren’t.
To get a clearer idea on whether the humour element is working for your brand, use a social media analytics tool. Monitor your engagement, and reach, to know whether your audience is liking your content or not.
Don’ts Of Using Humour On Social Media
Avoid Using Sensitive Content
Exercise responsibility while putting out your content on social media. You can very easily end up crossing the line with humour. You need to be wary of all gender, culture, religious and other important sensitivities while using comedy.
The humour element should come as a natural context to the situation and should not come off as forced. Completely avoid using humour with sensitive issues and tragedies. This can cause you to leave a bad impression on your audience.
Avoid Going On The Defense
If the humour element in your content ends up becoming offensive to some, avoid going on the defense. Instead, you should go ahead and apologise on social media with a simple note. This is a part of responsible behaviour that all brands should exercise when faced with such situations.
Don’t Use Any References Without Knowing The Full Context
It is important to conduct a full fact check before you consider adding any references.After all, you wouldn’t want to ride on references to tragedies or sensitive issues.
Don’t Be Too Salesy
It is important to keep your messaging genuine and one that reflects how your products help fulfill the needs of your audience. Avoid using a salesy message as it tends to put off your audience. Use humour smartly to put your message across.
If you want to incorporate humour into your content, you have to be very careful as to how you approach it. As such, you need to follow a few do’s and don’ts while using humour in social media.
Here’s a snapshot of the same:
- Offer a glimpse into the human side of your brand in a humorous manner
- Use references from pop culture and trends to create comical content
- Create funny content out of monotony
- Use self-deprecation to generate funny content
- Stay on top of audience responses by constantly monitoring your content
- Be wary of using humour on sensitive topics
- Don’t go on to defend yourself if your content ends up causing any offense to anyone
- Make sure to always know the context before you use any references
- Avoid being too salesy in your messaging