How to make your marketing strategy better with humour

Mindblow Agency
4 min readSep 20, 2023

We have a saying in Bulgaria: ‘Laughter will save the world’, and we believe that the business world would greatly benefit from this wisdom. How so? Well, considering how fast-paced and competitive the market is today, you need to find that element that sets you apart and genuinely attracts customers. ASAP. Seriously, it feels like a new business emerges every hour, ready to take over the market. Hence, the need to be as innovative, fresh, and outstanding as possible. One powerful yet often overlooked tool in the marketer’s arsenal is humor. Harnessing the power of humor in your marketing strategy can not only make your brand more relatable but also significantly improve your overall marketing effectiveness and competitiveness.

Why humour matters

Humor has a unique power to break down barriers, foster a sense of connection, and engrave your brand into the memories of your audience. Think about those side-splitting commercials or clever social media posts you’ve come across — you not only remember them but probably shared them with friends and family. Humor has the ability to engage your audience on a personal level and, when used effectively, can leave a lasting impact. One research found that using humor improves recall, making it easier for your target audience to remember your message.

Get to know your audience

Before you dive headfirst into humor, it’s essential to understand your audience inside and out. Different folks find different things funny, and what’s a riot to one group might fall flat with another. We know — that said it sounds difficult to infuse humour in your marketing strategy, but we assure you that with some careful consideration and a dash of creativity, it can be a game-changer. Take the time to research your target demographic, learn about their preferences, and tailor your humor to suit their tastes. This ensures that your humorous content resonates instead of raising eyebrows. Take this advice — don’t make jokes just for the sake of it. Your audience will instantly pick up on that, and they might perceive you as exploitative rather than funny.

Infuse humor into your brand’s identity

Did you know that 91% of people globally prefer brands to be funny, yet a whopping 95% of business leaders are hesitant to employ humor in their interactions with consumers? That’s … a shame, really. But also — good news for you. There’s an established gap in the way brands communicate with their customers. So you have a great chance to fill it and connect with your audience in a way that sets you apart from the competition, making your brand more memorable and relatable. Remember — humour needs consistency. It wouldn’t be a great idea to throw a joke once a while and expect customers to build loyalty. Make sure you incorporate it in your brand’s identity. Establish a style. And we promise you — your brand willl leave a lasting impression that keeps customers coming back for more.

A boring company with effective humor in their marketing

If there’s one company that truly exemplifies the power of humor in marketing, it’s Dollar Shave Club. It’s a company that sells razor blades and other personal grooming products. A bit of a mundane niche, you might think, but their approach has transformed the ordinary into something extraordinary. A few years ago, this company comprised just around ten employees, all grappling with the challenge of entering a market dominated by well-established, long-standing brands like Gillette and Bic. So, how did they plan to compete with these industry giants? They chose the path they knew best: making the most of social media to share their story. In a kinda ridiculous way. But also — creative. We are talking about about their most famous ad, called “Our Blades Are F***ing Great”, reaching 28 million views so far. If you haven’t seen it, we urge you to do it. It’s worth it. You know, for a good laugh.

So, what do you think? Ready to give humour a shot in your marketing strategy? It’s worth trying, if only for a refreshing change. You might actually be pleasantly surprised by the results it brings. And here’s the exciting part: along with the positive impact on your brand, a few additional bonus points may include increased engagement, improved customer connections, and a boost in brand recognition. If you need help with crafting a marketing strategy infused with humor, don’t hesitate to contact us. We would love to collaborate with you and bring some laughter to your brand’s journey.

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Mindblow Agency

We won’t bore you to death with small talk. We’ll just let the work do the talking and let’s hope you have an eye for design and creative direction.