Few weeks ago, we watched a advertising video of the unicorn toilet seat in the class, I still cannot remove the memory of that video in my mind. It was too impressive and full of humour. However, when teacher asked our reaction of this video, half of MACE students did not like it, normally they thought it did not reach the key points and just made people laugh, it would not be good for its sale. On the other hand, other people, like me, we thought it was really funny, we wanted to share it with our friends.
This situation let me want to figure out whether the humorous content in social media could bring the physical benefits for a company?
Why we need humours posts?
Firstly, we should know what is the basic requirement of successful brand social media? As Lindsay (2016) mentioned that they have to share their product’s benefits, educational contents that attract your interest or needs. Or, they announce that they are on sale or have coupons. Most of companies have already done that but still get barely a little bit “LIKE”, Why? People usually like a post because it is interesting? share this post and get some discounts? or just because that post has a cat photo?? (Who can say no to kitties?)
If people like or share a post, it means they agree with your post or they can gain some value from this. So.. what is the value for people? Get some coupons? Or, the emotional agreement? Everybody like discount so they like it and share it but if it’s not on sale anymore, people won’t follow what you post anymore, moreover, they might unfollow you! Especially when you sell some daily commodities, your competitors also sell something similar, how to be special and unique?
Therefore, having a humours brand voice might be a good choice for companies. As Zack(2015) pointed that social media is a platform to create the personal connection. Humour is a good strategy to grab attentions. If they like you, naturally they will want to know what’s your products/services.
Different types of humour
However, some people think some funny posts just blurred the main points of the products, people just want to laugh. Zack (2015) also divided into two kind of humours posts: ridiculous and be funny and helpful.
Normally, these full ridiculous posts cannot be agreed by some people( For example, the unicorn toilet seat) but some companies still build their own ridiculous style posts and gain numerous attentions:
Come on! It’s 2017! Who do not know him??? It is “Salt bae”!!! This guy posts lots of video on Instagram, he always cut the meat so fancy and his movement is so gorgeous. These videos looks like ridiculous but really funny. Does he just want to share his funny daily life? Nope! When people are attracted by his fancy movements, people also start to wonder who he is, where does he work? Furthermore, people want to visit his Turkish barbecue restaurant. Guess what? This marketing strategy works! He will open branches in London and New York!
Wendy’s Burger is a famous chain fast food restaurant in the USA. In the USA, people like burger and it could be one of the classic American food so that Wendy’s has already had so many competitors, Burger King, McDonalds and so on. Even their food’s quality is really nice but the price and the number of branches cannot beat its competitors.
They tried a humorous and ridiculous strategy. People sometimes ask some questions on their twitter account, however, their twitter editors would not be polite and amiable anymore, They still answer every question and build their unique personality – savage, gangster but also humours.
Guess what? It works! It start to be super popular between teenagers. Young people are curious and start to ask them questions. When you go to youtube and type ” Wendy’s twitter”, you will know how young people like them!
When people endorse with a company’s image, they will try to understand how it is.
“Be funny and helpful” humour
Different with ridiculous humours, ” be funny and helpful” is easier to be accepted and more adults will be attracted because ridiculous humours sometimes are quite offensive to some people.
In Taiwan, PXMart is one of the supermarket that really good at their social media post strategy. Comparing with other brand, PXMart might be a little bit late to enter this market, Their target segment is neighbourhood (In UK, it is similar like Tesco Metro) and normally their price cannot be cheaper than wholesale ( Carrefour , COSTCO). They started to build their humours style in social media. This strategy really made a good interaction with young people.
At the beginning, they created their mascot – ” Mr. PXMart” in 2006. they wanted to build the image in this interesting approach. This video showed that their shop’s interior decoration might not look beautiful but they provided best service and nice price. They didn’t use their money on themselves, they treated customers better. Because these advertising video, people thought this company’s quality is trustworthy.
Nowadays people prefer receiving information from social media, not television. Most of other companies use social media to promote their sale information so that many people won’t follow their account. However, PXMart group keep their fanny image and they want to build the connection with young people and social media is a good method to reach them.
( via PXMart Facebook fan page)
This month, they posted this picture, they would not tell you what kind of products is going to on sale, they wanted everyone playing a game. Like a puzzle, you needed to change the angle how you see this picture and guessed it! This interesting posts directly told you something is on sale but used a interesting method.This promotion strategy made PXMart become the biggest local supermarket in Taiwan.
According to Amy and Zack’s suggestion (2015), before post something fanny, there are something we should know, we cannot post any funny posy we want.
- Be related to your products/ services
- Know your audience
- Build company’s personality
- Timely Humour
- Get interaction
So now… Who said that humours is not useful?
Zack. F (2015)How to Use Humor to Build Your Brand on Social Media. Available at: http://www.business2community.com/social-media/how-to-use-humor-to-build-your-brand-on-social-media-01296296#kFZ7dG7Iw4hxCpoo.97 (Accessed: 15 March 2017).
Amy. E (2015)How Big Brands Are Using Humour on Social Media (and Why You Should Too). Available at: https://blog.hootsuite.com/how-big-brands-are-using-humour-on-social-media/ (Accessed: 15 March 2017).
Lindsay. K (2016). Available at: https://blog.hootsuite.com/how-big-brands-are-using-humour-on-social-media/ (Accessed: 15 March 2017).
Sarah. S (2015)Be Funny: The Amazing Power of Humor in Social Media Marketing. Available at: https://blog.hootsuite.com/how-big-brands-are-using-humour-on-social-media/ (Accessed: 15 March 2017).
pxmartchannel (2014) 2006 全聯福利中心 豪華旗鑑店part 2. Available at: http://www.youtube.com/watch?v=J9wpceIlxCU (Accessed: 15 March 2017).
Alonzo Lerone (2017) Wendy’s Roasts EVERYBODY!!! TOP 40 CLAPBACK TWEETS (2017). Available at: http://www.youtube.com/watch?v=J9wpceIlxCU (Accessed: 15 March 2017).