Humor in Marketing: Be VERY Sure It Works Before You Try

“We need to be funny to go viral.”

Ugh. I’ve heard this multiple times…usually from clients who just don’t have the knack.

No, you don’t. Because when humor flops, it damages trust.

Humor is not one-size-fits-all.

A recent analysis of humor in marketing points out that jokes can make brands look immature or desperate if they don’t align with the overall tone. Humor should deepen connection, not distract from it. And if you haven’t already built credibility with your audience, a punchline isn’t the place to start.

The best test is this: are you funny in real life? When you talk, do people lean in and laugh with you naturally? Or do they offer pity laughs? If humor doesn’t come easily, forcing it in your marketing will only make things worse.

Plenty of businesses succeed without jokes. Finance firms, healthcare providers, B2B companies—they often build trust through clarity and authority. That doesn’t mean you can’t be lighthearted. It just means you should use the voice that fits you best.

Of course, if humor is your strength, it can humanize your brand. Think of the real estate agent who roasted Jeep owners while touring a square house—it worked because her comedic timing was sharp and authentic. But those moments are rare.

At the end of the day, your marketing has one job: build trust. If humor helps, use it. If it doesn’t, don’t force it.

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