Incorporating humor in your marketing posts sounds like a good idea. Because who wouldn’t love to put a smile on someone’s face?
But can it be understood by everyone? The „right“ way?
Or actually, the real question here is: Is humor a universal marketing tool?
First, let's go back to the basics with a definition of humor in order to better understand what it truly means.
It is “the ability to be amused by something seen, heard, or thought about, sometimes causing you to smile or laugh, or the quality in something that causes such amusement.”HUMOR | English meaning - Cambridge Dictionary
However, this definition is general and does not take into account how it is perceived in different parts of the world.
Humor is often used in Marketing because it has many advantages. It can help with showing the personality of your brand and how you advertise yourself and your services or products. Of course, it is attention-grabbing. Your post might stand out more if you use comedy in it.
But misusing humor can have serious consequences on your community and for your brand.
There are two elements to take into consideration when using humor in your marketing content: language and cultural peculiarities.
A joke can be funny in one language but not in another because of the language differences but also cultural peculiarities. Different cultures have their own unique sense of humor. Again, what is considered funny in one culture may not be in another.
So, does culture actually influence humor?
Well, according to several studies such as “Sense of humor in China”, humor differs a lot depending on the country. As an instance, in Western countries, humor is very important and is often associated with positivity. While in Eastern countries, it can be the opposite. For example, for many Chinese people, humor exclusively belongs to comedians.
This difference between countries can come from a collectivism or individualism approach. It is because in individualistic countries, freedom of expression and self-expression are more prominent. It means that humor is more common there and practiced by lots of people. While in countries where hierarchy and authority is more important, humor is more reserved for comedians. Collectivism therefore plays a huge part in how humor is perceived and used in various countries.
So what we find funny is actually culturally ingrained.
It is also essential to note that cultural peculiarities can make it challenging to create universally funny content. Therefore, the effectiveness of comedy in marketing will depend on how well it complements a company's branding and values as well as the cultural setting in which it is used.
And at glocled, I know it can be hard to adapt your humor to all of your global markets. That is why I help you by transforming your local content – humor included – for your global markets, in the local way. So, do not hesitate to contact me if you want your humor to travel around the world.
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