The Role of Humor in Marketing – Why Making Your Audience Laugh is Smart Business

Marketing / By

Let’s be honest—most marketing content is boring. There, we said it. It’s filled with jargon, predictable CTAs, and stock images of people giving thumbs up in conference rooms. If that’s your brand vibe, you’re not just blending in—you’re disappearing. But guess what doesn’t blend in? Humor. 

Humor in marketing is like guacamole at a party: everyone appreciates it, it makes things better, and if you do it right, people will talk about it long after it’s gone. 

 

For small and mid-sized businesses (SMBs), humor isn’t just a “nice to have.” It’s a strategic tool that builds connection, improves engagement, and can actually drive conversions. Let’s break down why. 

HUMOR MAKES YOUR BRAND HUMAN

Most people don’t wake up in the morning excited to engage with brands. But they do scroll Instagram for a laugh before their coffee kicks in. 

Humor gives your brand a personality. It tells your audience, “Hey, we’re not just here to sell you stuff. We get you.” And when customers feel like they know your brand on a personal level, they’re more likely to stick around. 

 

You’re not a faceless logo—you’re that clever friend who drops the perfect meme or one-liner at just the right time. And in a sea of algorithm-fed content, being memorable is a game-changer. 

HUMOR DRIVES ENGAGEMENT (A LOT OF IT)

Let’s talk data—because what’s a marketing blog without a stat or two? 

Content that makes people laugh gets shared more. In fact, humorous content has a 2x higher chance of being shared on social media compared to more serious content. Why? Because laughter is a bonding experience, and people love passing along something that made them feel good. 

 

A funny tweet, a clever Instagram Reel, or a tongue-in-cheek email subject line (“Oops, we did it again—another discount!”) grabs attention in a world of noise. The best part? Humor doesn’t just drive clicks—it boosts brand recall, which means people remember you when it’s buying time. 

YOU DON’T NEED TO BE A COMEDIAN TO BE FUNNY

Here’s where some SMBs panic: “But we’re not a comedy brand!” 

Relax. You don’t need to be the next SNL writer to use humor effectively. You just need to know your audience—and keep things light, clever, and relevant. 

 

If your audience is full of busy parents, try playful memes about multitasking chaos. If your market is real estate, use humor to poke fun at the house-hunting process (“This home comes with 1.5 bathrooms and 3.5 ghosts.”) 

 

Start small. One lighthearted social post a week. A pun in your email subject line. Even just using casual, friendly language in your copy can go a long way. 

 

Pro tip: Avoid edgy or controversial jokes. If it’s not something you’d feel comfortable saying to a customer’s face, don’t post it. Think “relatable chuckle,” not “corporate roast battle.” 

MEMES ARE THE MODERN-DAY MARKETING FLYERS

Think memes are just for teenagers and Reddit? Think again. 

 

Memes are one of the most effective ways to ride the wave of internet culture and inject humor into your content. They’re quick to produce, easy to digest, and wildly shareable. A single meme with the right hook can go further than a $500 ad spend. 

 

Here’s the beauty of it: you can tailor memes to reflect your niche, your customers’ pain points, or industry quirks. The more specific, the better. 

 

A plumber using the “distracted boyfriend” meme to highlight DIY repair fails? Gold. 
A boutique bakery poking fun at the person who always says they’re “cutting carbs” and still buys cookies? Even better. 

 

Memes speak the language of the internet—and your brand should be fluent. 

HUMOR WORKS ACROSS CHANNELS

Think humor is just for social media? Nope. You can inject levity into almost every channel: 

 

Emails: Try witty subject lines or casual sign-offs (“May your inbox be spam-free and your coffee strong.”) 

 

Landing Pages: A bit of unexpected humor in your product descriptions can keep people reading. 

 

Video Marketing: Even a 15-second video with a funny twist can boost views and shares. 

 

Customer Service: A clever chatbot or funny confirmation email can turn a transactional moment into a brand experience. 

 

Each interaction becomes a moment to make your audience smile—and that adds up. 

FINAL THOUGHTS: THE BOTTOM LINE ON LAUGHS

Humor isn’t just about jokes—it’s about connection. In a crowded market, relatability wins. The brands that make people feel seen are the ones that get remembered, talked about, and chosen. 

 

For SMBs, using humor is one of the most cost-effective ways to elevate your content and humanize your brand. And no, you don’t need a team of writers or a viral TikTok strategy to make it happen. You just need to be willing to lighten up and speak your audience’s language. 

 

Because at the end of the day, people buy from people they like. And let’s be real—everyone likes the funny one. 

 

Ready to add some humor to your marketing mix? Start small, stay authentic, and watch what happens when your brand stops sounding like a brochure and starts sounding like a real person. Just don’t forget: timing is everything… and maybe skip the dad jokes.