Adogy Glossary

Humor Marketing

Definition of Humor Marketing

Humor marketing is a digital marketing tactic that incorporates humor into promotional content, such as advertisements, social media posts, or videos. The goal is to engage audiences, boost brand recognition, and encourage sharing among viewers by making them laugh or smile. Utilizing humor effectively can help to create a likable brand image and foster positive connections with consumers.


The phonetic pronunciation of “Humor Marketing” is:/ˈhjumər ˈmɑrkɪtɪŋ/

Key Takeaways

  1. Humor marketing effectively captures attention and increases engagement by entertaining the audience.
  2. Using humor in marketing helps humanize your brand and build an emotional connection with your audience.
  3. Successful humor marketing requires a clear understanding of your target audience and careful balance between being funny and staying true to your brand message.

Importance of Humor Marketing

Humor Marketing is important in digital marketing because it effectively captures the attention of consumers by creating memorable and engaging content.

By incorporating humor into marketing strategies, brands can evoke positive emotions, strengthen their brand personality, and foster a deeper connection with their target audience.

In today’s highly competitive digital landscape, using humor helps brands stand out by appealing to the natural human desire for entertainment, ultimately increasing social media engagement, generating buzz, and potentially leading to higher conversion rates and customer loyalty.


Humor marketing serves as an engaging tool in the realm of digital marketing, aimed at captivating audiences by incorporating wit, sarcasm, or comic elements into advertising campaigns. The primary purpose of this approach is to evoke positive emotions, such as amusement, happiness, or surprise, in potential customers, which, in turn, fosters brand recall and enhances brand image. Moreover, humor marketing is an excellent catalyst for creating shareable content.

A humorous piece of content is more likely to go viral on social media platforms, as people often share content that amuses them or elicits an emotional response from their network of friends and followers. Consequently, brands that use humor marketing effectively can garner substantial visibility, extend their reach, and boost engagement without significantly increasing advertising spend. In addition to catching the audience’s attention swiftly, humor marketing can also serve as an ice-breaker, empowering brands to address intricate topics in a light-hearted manner.

By utilizing humor as a strategic instrument, businesses can render discussions about sensitive subjects or complex products more relatable, and consequently, more consumable for their target audience. By making people laugh, brands not only showcase their creativity and human side, but they also create an environment that fosters a deeper connection with their audience. It is crucial, however, to strike the right balance, as humor can be subjective, and a misplaced joke can backfire.

When executed thoughtfully and tastefully, humor marketing can be a powerful catalyst for brand success in the rapidly evolving landscape of digital marketing.

Examples of Humor Marketing

Wendy’s Twitter account: One of the most well-known examples of humor marketing in the digital age is the fast-food chain Wendy’s. The company’s Twitter account frequently engages with its followers, consumers, and even its competitors in a witty and humorous manner. Their tweets, which often include playful banter, snarky comments, and clever comebacks, have made the brand stand out in the crowded fast-food market and have helped them build a strong and loyal social media following.

Old Spice’s “The Man Your Man Could Smell Like” ad campaign: Old Spice’s humor marketing strategy came to life with their famous “The Man Your Man Could Smell Like” series of commercials. Introduced in 2010, the campaign starred former NFL player Isaiah Mustafa as the Old Spice Guy, delivering humorous monologues directly to the audience, while transitioning through a series of bizarre and unexpected scenarios. The commercials quickly became viral sensations and drastically improved Old Spice’s brand image, making it a major player in the grooming product industry.

Dollar Shave Club’s “Our Blades Are F***ing Great” video: In 2012, Dollar Shave Club launched their humor-driven marketing campaign via a YouTube video titled “Our Blades Are F***ing Great.” This video, which featured the company’s founder, Michael Dubin, humorously explaining the benefits of Dollar Shave Club’s subscription razor service, became an instant hit. The video’s success not only raised awareness of the brand but also played a significant role in driving millions of customer sign-ups for the service.

Humor Marketing FAQ

1. What is humor marketing?

Humor marketing is a creative strategy used by businesses to incorporate humor and wit into their marketing campaigns to engage, entertain, and attract potential customers. By making people laugh, humor marketing aims to create a memorable connection between the brand and its audience.

2. Why is humor marketing effective?

Humor marketing is effective because it captures people’s attention, making them more likely to remember the brand and its message. It can also elicit positive emotions, which can help to create a favorable perception of a brand and encourage audiences to share the content with others, increasing reach and engagement.

3. What are the risks of using humor in marketing?

While humor can be an effective tool in marketing, it also comes with risks. People’s sense of humor can vary widely, and a joke that some find funny may be offensive or insensitive to others. Additionally, excessive use of humor can distract from a brand’s message or be seen as frivolous, undermining the desired impression.

4. How can I ensure my humor marketing campaign is successful?

To maximize the success of a humor marketing campaign, it’s essential to understand your target audience and tailor your humor to their tastes and preferences. Make sure the humor aligns with your brand’s tone and personality and doesn’t overshadow or conflict with the message you’re trying to convey. Test your content with a small audience before launching, and be prepared to adjust and adapt based on feedback and engagement.

5. What are some examples of successful humor marketing campaigns?

Successful humor marketing campaigns include Old Spice’s “The Man Your Man Could Smell Like” commercials, the “Most Interesting Man in the World” campaign by Dos Equis, and Wendy’s humorous and snarky presence on social media. Each of these campaigns leverages humor in a way that resonates with its target audience while effectively communicating the brand’s unique selling points.

Related Digital Marketing Terms

  • Comedic Content Creation
  • Brand Personality Development
  • Engaging Social Media Posts
  • Viral Marketing Campaigns
  • Audience-targeted Jokes

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