We need to grab attention NOW with our ad, and we need to stop people in their tracks while they're scrolling. Intriguing headlines are essential, but what about humor? Humor is known for getting attention and making things memorable, so it should be a great way to stand out, right?
People love seeing humor in their feed because it’s entertaining. Advertisers often think humor will make their ads unforgettable and boost sales. Jokes are indeed a valid form of communication—they use relatability, provide stress relief, showcase creative thinking, and can be persuasive.
Using humor in an ad might sound like a brilliant idea, but could it actually complicate the creation of an effective ad? Could it have more pitfalls than potential for increasing sales?
There's a time and place for humor. Many of us follow meme accounts for refreshing, light content in our feeds. These meme accounts are focused solely on humor for entertainment. However, using humor in an ad is different and potentially risky.
It almost never works.
Why? Even if the humor in an ad is executed well (which is already challenging), do you think people will remember the product or the joke? People might enjoy the ad and even watch it for fun. They may share it with friends, but will they buy the product?
Consider this: Can you recall a funny ad you’ve seen and whether you bought the product? Personally, I can, and I didn’t make a purchase. No one buys a product just because it made them laugh. People buy things they need, not to reward a clever joke.
There are rare instances where humor might work because it aligns perfectly with your target customer and their needs, but 99.9% of the time, I would advise against it. The stars don’t often align when it comes to humor in ads.
Never underestimate the power of simplicity. Simplicity is not only preferable—it’s often necessary to avoid confusing potential customers. Confused consumers never buy. Ever.
Our best results come from simple, straightforward ads that follow proven scientific advertising methods. Scroll-stopping headlines and a clear call to action are musts, showing people exactly how they can benefit from what we offer.
Don’t let humor overshadow your ads. If you do use it, pay close attention to the only metric that truly matters: the sales it generates.
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