Who doesn’t love a good laugh with friends? We’re sure you crack a smile at least once a day scrolling through funny reels on Instagram. Laughter, after all, has the power to change even the dullest moments into something unforgettable.

Think about the last time you scrolled through Instagram and laughed out loud at a funny reel. Wasn’t it just yesterday, or maybe even moments before you stumbled upon this blog? Humor has this incredible ability to break down barriers, connect people, and make even the toughest situations feel a bit lighter.

Despite this potential, brands still feel hesitant in incorporating humor into their marketing campaigns.

According to statista, 50 percent of weekly Instagram users said that they wanted to see funny content on the social media platform.

Humorous content is the top video category that users want to see from the content creators. 68% of respondents claim that funny ads make them more likely to purchase.

Humor Marketing Strategies
Here are some strategies to employ humor in influencer marketing campaigns on Instagram.

Partner with comedic influencers
Team up with influencers known for their comedic content and ability to make their audience laugh. Their established style and tone will lend authenticity to the campaign, making the humor feel natural and engaging.

Ride the meme wave
Infuse trending memes, jokes, or puns that are simple and easy for influencers to recreate. Use everyday situations your audience can relate to and find funny. This could involve common problems or funny mishaps humorously tied to your product.

Adding visuals
Use visual gags, funny faces, and physical comedy that can be quickly understood and appreciated in a fast-scrolling Instagram feed. Creative and humorous use of visuals can instantly capture attention. Integrate the product into the humorous content in a subtle and clever way. Avoid making the product the punchline, but rather a part of the funny scenario, ensuring it feels natural and not forced. Use humor to address common pain points or problems your product solves. This approach can make the solution more memorable and relatable to your audience.

Humor Marketing Examples

How Humor Wins in Influencer Marketing Campaigns

Burger King’s “Whopper Neutrality”
In a bid to raise awareness about net neutrality, Burger King used Whopper burgers to educate customers. The ad follows unsuspecting customers trying to buy their Whopper and being told by staff that if they’re not prepared to pay more, they must wait longer. Justifiably angry, they question the staff on the unfairness of wealthier customers receiving better service. It’s then revealed that the Whoppers are a metaphor for explaining net neutrality. Humor is effectively used to communicate an important message in this brand campaign.

Sodastream’s “Soda Soak”
Sodastream launched a hilarious April Fool’s Day campaign for their fictional “Soda Soak” product, which promised to apply their carbonation technology to baths and soaks. They even used their spokesperson Thor Bjornsson and name-dropped Bed Bath & Beyond for added realism.

The Soda Soak commercial demonstrates how to combine proven techniques like influencer endorsement and comedy with great timing to get incredible results. It’s a fantastic example of how to use humor to cut through the noise and increase brand hype.

These campaigns show how brands across industries can effectively use humor in their marketing to engage audiences, communicate important messages, and create lasting positive associations with their brand.

Dollar Shave Club’s Rise to Fame
Dollar Shave Club launched with a highly successful viral video in 2012 featuring the charismatic founder Michael Dubin. The video, titled “Our Blades Are F***ing Great,” humorously addressed the high prices consumers were paying for razors. It went viral within days, crashing the company’s servers due to the high traffic. The video effectively bricked Dollar Shave Club’s brand identity as humorous, relatable, and different from traditional competitors. From witty commercials to a playful social media presence, the brand aims to bring fun and lightheartedness to the task of shaving.

By partnering with influencers known for their comedic content and encouraging them to incorporate humor into branded posts, brands can cut through the noise and create memorable, shareable content. However, it’s important that the humor aligns with the brand’s identity and target audience preferences.

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