Let’s be real—humor in marketing is a double-edged sword. When it works, it makes your brand memorable, likable, and shareable. When it flops? It’s cringe-worthy, off-brand, or worse—offensive. And in the world of strategic video marketing (not just “let’s make a funny video” nonsense), humor needs to be wielded with purpose.
So, let’s break it down: the do’s and don’ts of using humor in video marketing without making your audience roll their eyes (or worse, unsubscribe).
✅ DO: Make Sure It Aligns with Your Brand Voice
Humor should feel like a natural extension of your brand’s personality. If your company is known for being bold, direct, and no-nonsense (ahem, like mine), a little dry wit or sarcasm works. But if your brand is all about trust and empathy, maybe don’t go full roast-mode on your customers.
👉 Example: A financial advisor using humor? Great! But instead of slapstick comedy, they could poke fun at outdated financial myths (“No, buying a latte every day isn’t why you can’t afford a house.”)
❌ DON’T: Use Humor Just for the Sake of It
A joke without a purpose is like a bad TikTok trend—fun for a second, then instantly forgotten. Humor should reinforce your message, not distract from it. If the takeaway from your video is only the joke and not your actual business offering, you just wasted production time and budget.
👉 Example: That Super Bowl ad where everyone laughed but nobody remembered the brand? Exactly.
✅ DO: Know Your Audience
Not everyone finds the same things funny. A B2B manufacturing company’s audience isn’t looking for meme humor, but they might appreciate a little industry-related satire. The key? Understanding what your audience already laughs at and weaving it into your message.
👉 Example: If you’re marketing to luxury real estate agents, you can absolutely poke fun at how every agent thinks their headshots need to be on every bus bench. (“Because obviously, homebuyers choose their agent based on their best ‘smolder’ look.”)
❌ DON’T: Go Overboard and Lose Credibility
Funny doesn’t mean unprofessional. Even in a casual industry, you don’t want to undercut your expertise. If you’re in high-trust industries (law, finance, healthcare), humor should enhance trust, not diminish it.
👉 Example: A lawyer making a funny video about bad legal advice? Sure. A lawyer making fart jokes? Maybe not.
✅ DO: Use Relatable, Everyday Humor
The best humor comes from shared experiences your audience can immediately relate to. If you make them say, “Oh my god, that’s so true!”—you win.
👉 Example: An accountant making a video about tax season stress? Relatable. A joke about how people bring in a shoebox of receipts on April 14th? Gold.
❌ DON’T: Rely on Trends That Will Age Badly
Sure, today’s viral joke format might get engagement now, but will it make sense a month from now? Trendy humor is like milk—it expires fast. Focus on timeless humor that will still land next year.
👉 Example: Remember when everyone did Harlem Shake videos? Yeah, me neither.
✅ DO: Test and Get a Second Opinion
What’s hilarious in your head might not land the same way with an audience. Always test your humor internally before you launch it to the world. A fresh perspective can save you from an unintentional PR nightmare.
👉 Example: Show your video to someone outside your industry. If they don’t get the joke, neither will your audience.
❌ DON’T: Be Offensive or Punch Down
If your joke comes at the expense of a specific group, just don’t. Humor should unite, not alienate. And no, “it was just a joke” isn’t a defense when your brand is getting dragged online.
👉 Example: Making fun of outdated marketing tactics? Fair game. Making fun of your customers? Instant regret.
Final Takeaway
Humor in video marketing isn’t about being the funniest—it’s about being strategic. If it enhances your message, makes you memorable, and aligns with your brand, go for it. If it’s just there for laughs, you’re doing it wrong.
So, what’s your take? Drop a comment, send me a message, or check me out at digitalconsultingllcom. Let’s make video content that works and gets a chuckle.
