In today’s competitive attention economy, making people laugh or smile isn’t just nice – it’s essential. Surprise, humor, and novelty cut through the noise far more effectively than corporate manifestos ever could. The best part? Any brand can lean into this approach, as long as it’s rooted in a genuine understanding of human behavior and delivered authentically.
The era of brand virtue-signaling is fading – and what truly works now is making people laugh. Consumers today scroll past moralizing messages but pause for humor. Take for example the now already iconic Duolingo Owl, Old Spice campaigns or even Ryanair with its non-polished corporate content.
Importance of it
Burger King made a “Moldy Whopper” campaign – repulsive but impossible to miss or ignore, and what it did is it grabbed attention by shock advertising. Entertainment is now often the only method of getting memorized and receiving a place in the consumers’ minds. With people exposed to the digital equivalent of over 150 meters of content scrolling every day, ads that feel like lectures are skipped instantly. Instead, humor, playfulness, and novelty stand out.
This stands especially true for Gen Z, for which the research showed that the younger audiences “reward” brands that are showing personality and entertainment, where as the ones that are too polished get ignored.
Use of entertainment is not superficial, but strategic. Greater attention, higher recall and stronger brand affinity are all factors that are important in creating brand awareness and then loyalty.
The science behind entertainment
Research shows that humor remains “the strongest factor influencing marketing effectiveness,” yet ironically, it’s less used now. What this means is that the brands that do use it gain a distinctive advantage. As it is one of the best enhancers for ad receptivity and it boosts memory since it produces a connection, utilizing it to your brand’s advantage has never been more important.
Humor isn’t just a nice-to-have – it’s scientifically proven to work. A 2024 Oracle study revealed that 90% of consumers are more likely to remember a brand that makes them laugh, while 72% would actively choose a humorous brand over its competitors.
The logic behind that is simple, when you are making people smile they like you, so this translates directly to brands as well. Humor also reduces consumer skepticism. Playful, surprising messages feel less like a sales pitch and more like something worth sharing. That’s why for example lines like “U up?” that iKEA used for their mattress promotion woked and transcended traditional advertising.
How to Entertain Authentically
The first step is knowing your brand’s comfort zone. Not every brand can pull off the same tone: some thrive by roasting customers. like Ryanair, while others lean into self-depreciation. To do this well, study what your audience already enjoys. Which memes dominate their feeds? What comedy shows or formats do they love? The most effective campaigns feel like they’re speaking the audience’s existing language rather than imposing one from above.
The rules are straightforward:
- Don’t fake it. The best comedy comes from truth. Relatable insights, paired with an element of surprise, capture attention and improve recall. Forced humor falls flat; authenticity wins.
- It doesn’t always need to be funny. Audit your brand’s natural personality. If you’re not genuinely funny, try being charming, thought-provoking, playful, snarky, or even a little scary. Entertainment has many flavors.
- Own your weird. Identify the quirks that make your brand unique and amplify them. Use them as a filter: Does this piece of content feel like us? If not, it probably doesn’t belong.
- Move fast. Culture evolves at lightning speed – and so can production. A timely, witty take on a trending moment can punch far above its weight in reach and relevance.
