Using Humor to Humanize Your Brand

In my last blog post, I emphasized how important it is to show the human side of your brand on social media to gain trust with your audience and develop a loyal following. Now I want dive in deeper to show you an example of how that’s being used by a brand in real-life, which also happens to be my new favorite Twitter account to follow: Wendy’s. The iconic fast-food chain known for its “fresh, never frozen” ingredients is now becoming known for something else— its hilarious and very human-like Twitter presence. More specifically, they’re causing a lot of buzz from the snarky responses to those who tweet at them. Here’s a video that perfectly captures the amazingness of the “Wendy’s clapbacks:”

If you don’t have a giant smile on your face from watching that, you have no soul. Just saying. The brillance of their approach is that it’s hilarious while still staying on-brand and not being too inappropriate.

Mashable recently featured an article on Amy Brown, the sassy social manager behind the tweets, who shared that having a strong sense of who you are and what your voice is is a critical component of successful social media posting.

“I think both as a brand and a human being trying to use Twitter, authenticity goes a long way. And, of course being funny doesn’t hurt,” she said in the article.

Which brings me to the point of this post— if you want to humanize your brand, don’t be afraid to use humor! Aside from being a content marketer, I am also a comedic performer/writer, so I’m a big proponent of using humor whenever and wherever possible.

Here are 5 reasons why I think brands should use humor on social media:

  1. It makes people feel good. When people feel good when reading your posts, they’ll associate your brand with good feelings and feel a genuine connection to it. Win-win!
  2. It sets your social account apart from the rigid and to be honest, boring accounts that are all too common. You don’t want your audience to be bored, you want them to have a reason to keep following you and learning more about your brand, and therefore being a loyal customer or client. Humor can do that.
  3. It also shows that you don’t take yourself or your brand too seriously. It’s okay to lighten up! The world is already kind of a bummer, so why not make your audience laugh a little and forget about that for a second?
  4. It makes talking about not-so-exciting subjects a little more fun and intriguing. Check out these 7 “boring”brands that used humor to amp up their marketing on social media for some great examples!
  5. Humor lets your brand’s personality shine, especially for companies in highly-competitive or saturated industries. What better way to stand out from your competitors than to outshine them with a little comedy?

Now, I know what you’re thinking: humor may not be suitable for every brand, especially those with a more serious or complex product/service to offer. But I’m here to tell you that you’re wrong! There is something all brands can learn from the Wendy’s approach. It’s 2017, and the “rules” of social media can be whatever you want them to be and whatever makes the most sense for your brand.  It can be tough for many brands to pull that trigger and try a comedic approach because they still want to be taken seriously, but here’s the thing…I think most consumers/clients would agree that the more company is, the more they are actually taken seriously in return.

You do have to be careful when using humor, however. It’s important to make sure that you understand your audience and how they might respond so that nothing is taken offensively. Be smart about using humor, but don’t be afraid of it! Go out there and have some fun.

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Do you know of a brand that’s effectively using humor on social media? Share it with us!