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HUMOUR IN MARKETING

Boost your brand message by making consumers laugh, report says

By our News Team | 2022

The Happiness Report believes that people will reward brands which embrace humour with loyalty, advocacy and repeat purchases.

People want brands to make them smile and laugh, but most business leaders fear using humour in customer interactions, according to a new research report by computer technology company Oracle and Gretchen Rubin, five-time New York Times bestselling author and podcaster.

The Happiness Report includes insights from more than 12,000 consumers and business leaders across 14 countries. It found that people are searching for new experiences to make them smile and laugh and will reward brands that embrace humour with loyalty, advocacy and repeat purchases … or walk away from those that don’t.

Humour in Marketing

Photo by Any Lane from Pexels

According to the researchers, consumers are searching for happiness in new ways and are willing to pay a premium when they get it. “It has been more than two years since many people last felt true happiness and they are searching for ways to be happy again, no matter the cost,” they explain.

The report notes that:

  • 25 percent of people don’t know, or have forgotten, what it means to feel truly happy.
  • 88 percent are looking for new experiences to make them smile and laugh. People are prioritising health (80 percent), personal connections (79 percent), and experiences (53 percent) to gain happiness.
  • More than half (53 percent) wish money could buy happiness, with 78 percent willing to pay a premium for true happiness.
  • 89 percent attempted to find happiness in online shopping during the pandemic and, while 47 percent said that receiving packages made them happy, 12 percent struggled to remember the purchases they had made online.

Therefore, the researchers believe that advertising, marketing, sales and customer service interactions need to change in order to accommodate this. But there is a significant push-back from company management, where the study found that a massive 95% of business leaders fear using humour when dealing with customers.

To illustrate the above point, The Happiness Report adds: 

  • 78 percent of people believe brands can do more to deliver happiness to their customers and 91 percent said they preferred brands to be funny; this number increased among Gen Z (94 percent) and Millennials (94 percent).
  • 90 percent are more likely to remember ads that are funny, yet business leaders said that only 20 percent of their brands’ offline ads (TV, billboards) and 18 percent of their online ads actively use humour.
  • 77 percent of people are more likely to buy from a salesperson that is funny, yet only 16 percent of business leaders said that their brands use humour to sell.
  • 75 percent of people would follow a brand if it’s funny on its social media channels, yet only 15 percent of business leaders said their brand is humorous on social.
  • 69 percent of people would open an email from a brand if the subject line were funnier, yet only 24 percent of business leaders said they actively use humour in email marketing campaigns.
  • 68 percent would prefer to engage with a chatbot/digital assistant that is funny, yet only 27 percent of business leaders said their brands actively incorporate humour into bot communications.

“For brands aiming to contribute to the happiness of their target audience, the process starts with data and knowing your customers. Only then can you bring the appropriate mix of humour, personality and brand experience that will drive loyalty and brand advocacy,” observes report co-author Rubin.

Dr Kin Kariisa

Group CEO - Next Media

Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

  • Other current and previous roles played by Dr Kin Kariisa:
  • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
  • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
  • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
  • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
  • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.