Written by Olga Procevska, co-founder of Writitude
Humor can be a powerful tool in copywriting, allowing brands to build a memorable and engaging presence. Let's see how
- Employ humor to enhance engagement, humanize your brand, and simplify complex content.
- Use humor that aligns with your audience and is authentic.
- Avoid controversial topics and consider cultural differences.
- Don’t let humor overshadow your message.
When done right, humor fosters connection, humanizes the brand, and makes complex or dull content more digestible.
However, humor must be used thoughtfully to avoid missteps that can damage a brand's reputation.
This blog post will explore best practices for incorporating humor into copywriting, along with real-world examples that illustrate what to do—and what to avoid.
Why Humor Matters in Copywriting
Humor isn’t just about getting a laugh; it’s about creating a positive emotional experience that customers associate with the brand.
A well-timed joke or witty line can boost audience engagement, make messaging more relatable, and help differentiate a brand in a crowded market.
Research shows that humor can improve brand recall and increase the likelihood of a message being shared on social media.
Forbes writes that in recent years, humor in advertising has seen a significant decline, with fewer ads being categorized as "light-hearted" or "funny" since around the year 2000.
This trend intensified following the global recession of 2008.
However, research from Kantar highlights that humor not only makes ads more memorable but also fosters a stronger relationship between consumers and brands.
Despite this, many brands have shied away from humor due to fears of offending audiences and the potential backlash on social media, a concern particularly heightened by the generational shift towards greater social accountability.
Additionally, business leaders express apprehension about using humor, citing a lack of tools and insights to do so effectively.
The reluctance to incorporate humor in advertising also stems from a focus on short-term sales goals, with many advertisers prioritizing the communication of product benefits over entertaining content.
However, evidence suggests that humor is a powerful tool for brand building. It facilitates fame, drives consumer engagement, and ultimately boosts sales.
As Cat Anderson argues in her article, social media now influences the entire customer journey, from awareness to purchase.
And she rightly points out that “it isn’t essential to be funny on social media — but my goodness, it helps”.
Studies have shown that humorous campaigns generate superior business results by creating buzz and familiarity, which are key components of fame.
Moreover, audiences, particularly Millennials and Gen-Z, actively seek out humorous content on social media, indicating a strong demand for entertaining ads.
While not all brands may find humor suitable for their messaging, exploring different types of humor can enhance brand personality and strengthen consumer relationships.
The Dos of Using Humor in Copywriting
1. Know Your Audience
Understanding the target audience's preferences and sensibilities is crucial for crafting humorous content that resonates.
A joke that might work well for a young, tech-savvy crowd could fall flat—or even offend—an older, more conservative demographic.
Example: Slack, a workplace communication tool, uses light, playful language that aligns well with its audience of tech workers and creatives.
Their use of phrases like "Send us a note (via the Internet)" adds a touch of humor without undermining the professionalism expected from a business tool.
Pro tip: Conduct audience research to understand what types of humor resonate. Use personas to guide the tone.
2. Simplify Complex Ideas
Humor can make technical or dry content more approachable. It’s a great strategy for brands in industries that aren’t traditionally "fun" to make their content less intimidating and more engaging.
Example: Zendesk, a customer service software, has used humorous content to explain complex technical features in an accessible way.
Their “I like it when he gives me the business” campaign used humor to show how customer service can be frustrating for customers, positioning Zendesk as the solution.
Pro tip: Use analogies, puns, or exaggeration to clarify complicated ideas or processes.
3. Be Authentic and Stay True to Your Brand Voice
The humor used should be a natural extension of the brand's existing tone of voice. If humor feels forced or doesn’t fit the brand personality, it can come across as disingenuous.
Example: Wendy’s Twitter account is known for its witty and snarky responses, which fit its bold, youthful brand identity. The humor is consistent across different platforms, maintaining authenticity.
Pro tip: If the brand tone is traditionally formal, consider a lighter touch with subtle humor instead of going for bold jokes.
4. Test Your Humor for Appropriateness
Humor can be subjective. Testing the content with a small audience before going live can help gauge reactions and prevent potential backlash.
Example: Brands like Innocent Drinks use a playful, conversational tone in their social media content but always ensure the humor doesn’t cross any lines. This approach helps them stay lighthearted while keeping their audience in mind.
Pro tip: Use focus groups or A/B testing on different versions of content to see which performs best.
The Don’ts of Using Humor in Copywriting
1. Avoid Sensitive or Controversial Topics
Humor about politics, religion, or social issues can alienate audiences and generate negative backlash. Brands should steer clear of humor that risks offending any group.
Example: Pepsi’s 2017 ad featuring Kendall Jenner was meant to be light-hearted but was criticized for trivializing social justice movements. The attempt to be humorous backfired, demonstrating how humor can go wrong when dealing with serious issues.
Pro tip: Focus on light-hearted, universally relatable humor rather than jokes that could be seen as controversial or insensitive.
2. Don’t Let Humor Overshadow Your Message
The primary goal of copywriting is to convey a message, not just to entertain. If the humor distracts from the main point or leaves the audience confused about the intended message, then it’s ineffective.
Example: Kmart's "Ship My Pants" campaign used wordplay for humor, which generated a lot of buzz but didn’t significantly improve the brand’s image or sales in the long run.
Pro tip: Use humor to support your key message, not replace it. Ensure that the content's main takeaway remains clear.
3. Avoid Overly Forced or Cliché Humor
Humor that feels forced or relies on overused jokes can make the brand appear inauthentic. It’s better to skip humor altogether than to rely on tired clichés.
Example: Some brands attempt to capitalize on viral internet memes long after their peak popularity, which can make the brand seem out-of-touch rather than clever or funny.
Pro tip: Stay updated on trends and avoid humor that feels outdated or overused. Originality is key.
4. Don't Disregard Cultural Differences
If the brand operates internationally, humor that works in one region may not translate well to another. What’s funny or appropriate in one culture could be confusing or even offensive in another.
Example: A well-known case is the translation of slogans and humor in marketing campaigns by international companies like Coca-Cola, where literal translations have occasionally led to cultural misunderstandings.
Pro tip: Localize humor by considering regional idioms, pop culture references, and cultural sensitivities.
Achieve Your Objectives
Humor is a valuable tool for copywriters, but it must be wielded carefully. Understanding the audience, aligning humor with the brand voice, and using it to complement the core message can enhance engagement and memorability.
On the other hand, brands should avoid humor that risks alienating audiences, dilutes the message, or feels forced.
By following these dos and don’ts, copywriters can craft humorous content that not only entertains but also achieves business objectives.
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