Come on, be honest: what commercials come to mind when we talk about memorable campaigns? The ones that made you burst out laughing, right? Whether it's a fast-food brand making fun of itself or a quirky laundry detergent ad,humor captures attention like nothing else.
And we're not just talking about advertising. Humor works wonders everywhere: on your social networks, in your internal videos or even in your newsletters. Take the example of E. Leclerc in Pont-l'Abbé: their videos based on TikTok trends have exploded to the point of national visibility. Not bad for a supermarket in Brittany, eh?
So why not make the most of fun and make a lasting impression? In this article, we reveal how humor can redefine your brand image, multiply interactions and thrill your audience like never before.
The benefits of humor in corporate communications
Reinforce brand image with authenticity
Humor is a powerful vector forhumanization. It enables brands to break down the professional barrier, often perceived as rigid, by adopting a more accessible tone.
Take Skittles, for example, with its Taste the Rainbow campaign. These zany ads, in which every situation defies logic (like the man milking a giraffe for Skittles), immediately associate the brand with a memorable, offbeat universe. This kind of absurd yet structured humor helps to anchor the brand in consumers' minds while generating positive emotions .
Similarly, Canal+ made its mark with its cult advert La fabrique de l'ours. Using offbeat humor and original storytelling, the brand transformed a simple promotional message into a truly memorable work of art. The concept: a passionate, angry bear director explains how Canal+ enables him to create extraordinary stories. With this campaign, Canal+ not only reinforced its image as a channel dedicated to cinema, it also managed to captivate a wide audience by playing on self-mockery and the unexpected, while associating its brand with creativity and entertainment.
Boost engagement with fun content
On social networks, humorous content generates far higher engagement rates than traditional content. This trend is not surprising: according to an Oracle study, 88% of people are looking for new experiences that make them smile and laugh. Humor is thus becoming an essential lever for captivating an audience in search of lightness and entertainment.
A striking example is the E. Leclerc store in Pont-l'Abbé, which we mentioned earlier. Their humorous videos on TikTok quickly crossed local borders to go viral nationwide. By featuring employees in funny situations and popular trends, the store has succeeded in strengthening its proximity to consumers, while raising its profile.
Fruit juice brand Innocent also uses humor on its TikTok account. With over 17.9K subscribers and 271.5K likes, Innocent France regularly publishes short, funny videos, adopting an offbeat, authentic tone. This strategy enables them to reinforce their brand image while engaging a large community in search of entertainment.
Improve corporate culture and motivate teams
Humor isn't just for creating a buzz on social networks: it's also a formidable weapon in the workplace. In the right doses, it can completely change theworking atmosphere. Employees feel more relaxed, exchanges flow more smoothly and productivity soars without you even having to bring out the big guns. Not convinced? A study reported by HR Today reveals that 60% of employees would like to see more humor in their daily work lives. This is a clear signal to all companies: add a little fun to your internal videos and content, and your teams will thank you.
One example that really hits the mark is the Muppets video created by Dropbox. Here, the brand uses Muppets instead of employees. It's funny, relatable and not just for external use.
Corporate humor isn't just about viral videos. It's also about small gestures: a funny video to announce an event, a wink in an internal newsletter or even a light-hearted animation during a serious presentation. The objective? To bring joy and a real sense of belonging.
Because when it comes down to it, incorporating humor into your internal communications isn't just about laughter. It's a powerful way of uniting your teams, breaking down barriers and creating a corporate culture that's a pleasure to work in.
Precautions: humor, yes, but intelligently
Know your audience: we don't all have the same sense of humor!
Humor can bring people together, but it can also divide them. Before launching a humor campaign, it's important to understand who your audience is. Content that makes a young, connected audience laugh on TikTok could totally confuse a more conservative target on LinkedIn.
Cultural discrepancies are also something to watch out for. What works in one country may be perceived as inappropriate in another. For example,black or sarcastichumor, much appreciated in France, may seem offensive in more straightforward cultures such as the USA or Japan. Test, investigate and, if possible, consult cultural experts to avoid missteps.
Avoid sensitive subjects: some terrain can be slippery...
Even the most innocent jokes can become slippery slopes if they touch on delicate subjects like politics, religion or stereotypes.
To stay on track, use universal themes: everyday situations, light-hearted anecdotes or nods to popular trends. You can be funny without offending your audience. A good example isIKEA, whose humorous ads play on the little problems of everyday life, such as assembling a piece of furniture or finding a lost sock.
Staying in line with your brand or corporate identity
Humor should serve your message, not detract from it. If your brand is known for its seriousness and expertise, humor that is too offbeat or absurd could confuse your customers. Imagine a bank using memes to promote its services: it can work if it's well done, but it can also undermine the company's credibility .
Conversely, a fun, accessible brand like Oasis or Burger King has every interest in incorporating humor into its communications. These companies use offbeat campaigns that reinforce their image while remaining consistent with their personality.
In short, humor in communication is a powerful weapon, but one that needs to be handled with care. Know your audience, avoid missteps and make sure your message remains true to your values. Used properly, it will become a major asset in engaging, seducing and retaining your audience.
Make humor your best communication ally
Laughing has never been so serious for companies.
Whether it's to humanize your image, capture attention on social networks or reinforce the commitment of your teams, humor is a real asset in your communications strategy. We've seen how memorable advertising campaigns, offbeat social posts or even humorous in-house videos can make all the difference.
But not everything is allowed: knowing your audience well, staying true to your values and avoiding sensitive subjects are the golden rules to avoid going from laughter... to disaster.
Want to add a touch of fun to your corporate videos? Call on our team. From shooting to editing, we put our expertise at your service to create impactful, funny content that's perfectly calibrated to your objectives. With us, your message will hit the bull's-eye every time: contact us now!
