Why should you use humour on social media? The old saying goes ‘Laughter is the best medicine’ and it’s true.
Laughter is a universal language and we use laughter to express our enjoyment or agreement with a certain situation. Humour is also a form of communication that bridges the gap between various languages, cultures, ages and demographics.
So, it is no surprise that funny memes with witty hashtags do reach large audiences on social media. Plus, studies have shown that humour can help make content viral on social media.
For example, this YouTube clip of the Mutant Giant Spider Dog that has more than 1,485,147,000 views and has been shared copiously on social media.
MashableAustralia has provided insightful reasons for why it’s a good idea to use humour in your social media content.
1. It creates unity
Laughter is contagious. Studies have shown that we laugh 30 times more when we’re with other people than when we’re alone. Laughter is a social skill that eases tension and forms a sense of belonging and familiarity through groups.
Get your Facebook fans or Twitter followers laughing, and you’ll be establishing a sense of community and creating connections with your brand among your fans and followers
2. It triggers emotional responses
Humour exudes positive feelings such as happiness and familiarity. Laughter can benefit us as it releases endorphins, relaxes the body, boosts the immune system, helps relieve stress and overall, makes us feel good. These physiological and chemical responses, in turn, create a pleasant emotional response.
By using humour in your social media content, you can help attach pleasant feelings to your brand.
3. It makes your brand memorable
Not only does it create positive feelings, humour can also create positive memories. Studies have shown that 58 per cent of positive experiences were remembered, compared to 40 per cent of negative experiences that could be recalled.
Making your audience laugh and feel good through humorous content will help them remember your brand in the short and long term.
4. It provides audience insights
According to some researchers, it has been stated that “funny” is the intersection of benign and violation. If something is benign – an everyday observation – it’s not going to be funny. If something is a violation – a grotesque or offensive view of the world – it’s also not going to be funny. However, that perfect spot between everyday and offensive, can conjure the depiction of “funny”.
Learning where to find that spot for your audience can tell you a lot about their mindset, values and desires. To discover this perfect alignment, you may have to test things that may be too benign or too offensive. These can carry some risks. However, the insights you gain into your audience’s mentality can be well worth the risk.
By using humour, you can certainly create stronger emotional ties with your audience, create better brand recall and build a closer knit community.
It may not always be the right approach for your brand but fortunately, social media can allow you to test and receive immediate responses in order to find the best humorous approach for your brand and audience.
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