Written by Jenna MacDonald, Intern at Curve Communications

Many brands feel reluctant to leave their comfort zone and share content that strays too far from the ordinary. However, a recent article on Clickz points out that “no brand wants to be perceived as uptight, old-fashioned, and out of touch”. Brands that remain strictly no-nonsense can still be successful, but occasionally using humour can attract customers, enhance brand recall and boost sales.

Businesses and companies that use humour on blogs, social media and in advertisements have a leg up on their competition. When you make your audience laugh, smile, and chuckle, they’ll be more relaxed and open to your message.

Humour is one of the best ways to grab your customer’s attention and increase the chance they’ll buy your product. According to a Journal of Marketing study, “humour is more likely to enhance recall, evaluation, and purchase intention” as long as the message is consistent with your product.

The bottom line is, when audiences are entertained, they pay closer attention to your posts and advertisements.

Keep in mind that humour shouldn’t be the only method of advertising and way to connect with consumers. When promoting products and services, you must also be able to provide relevant purchasing information and details. There’s no point making people laugh if the joke has nothing to do with your brand or product.

Be careful, not all humour will be a hit with audiences. Just like any other content, humour must be well planned out. Many companies have been criticized because their careless attempts at humour have resulted in serious repercussions and backlash on their brand. If you want to use humour, you must make sure all of it is appropriate and suitable for the target audience.

For example, clothing retailer Kenneth Cole tried to post a humourous tweet back in 2011.


Unfortunately, their attempts to make light of the political unrest in Egypt were received with anger and outrage. This highlights some of the repercussions of posting a risky and provocative tweet on social media!