In Western marketing, humor is a powerful tool that helps bring even the most technically advanced products and concepts down to the consumer's level. In video content creation specifically, humor makes a brand feel more human and relatable, and it offers a refreshing change of pace for consumers who are tired of the same old "buy now" advertisements.

Humor isn't always about telling jokes.

Humor in content creation isn't just about telling a funny joke to get a laugh; it's essentially about sparking joy in the viewer. This joy can come from unexpected situations, absurd costumes, witty and sharp dialogue, or exaggerated facial expressions. By using humor, you can reveal the human side of your brand, helping consumers connect with you on a human level rather than just a business one.

You don't have to be a humorous brand to create humorous ads.

Content creation provides brands with an opportunity to communicate with potential customers, and humor offers a powerful way to capture attention and deliver messages about products or services in an engaging way. Just because people laugh at an advertisement does not mean they are laughing at your brand. Instead, they are laughing with your brand, creating a valuable opportunity to make your brand more memorable and relatable than your competitors.

These renowned brands have all featured humorous advertising campaigns, yet there is very little about the brands themselves or their products that is inherently funny.

Consumer attention spans are at an all-time low.

A recent study by Yahoo and OMD Worldwide found that the attention span of Gen Z consumers has hit a record low of 1.3 seconds. Consequently, creating content that grabs attention is a top priority for brands. This presents various marketing opportunities in the field of content creation. While it can be difficult to explain the most important features of a product in 1.3 seconds, making a consumer smile is possible in even less time, which can help make your brand name memorable.‍

You don't always have to be funny, but a humorous approach is worth a try.

Humorous advertising doesn't always require massive production shoots, elaborate scripts, or grand, flashy set designs. In reality, it can be a small idea that makes the viewer smile, even if just for a moment. Not every brand needs a humorous approach to content creation, and for some, it may not be a good fit. However, if you haven't tried it yet, we highly recommend giving it a go.

At Disrupt, we create ads with diverse concepts, including humor. Through this, we often present brand managers with fresh perspectives on their products or services and new ways to approach consumers.