While some believe the popular saying, “Laughter is the best medicine” was first recorded in this form in the late 20th century, others argue it ties back all the way to Proverbs 17:22. “A merry heart doeth good like a medicine: but a broken spirit drieth the bones.” In reality, people rarely agree on anything. Conflict makes its way from shore to shore, through oceans and mountains and… there’s only ONE CURE!
If there were a universal language, it would be a smile or a laugh. Either one acts as a bridge between communication gaps and brings joy to different demographics, cultures and generations. Even if the same language isn’t spoken, a smile will never be lost in translation. Why not carry that over to a social media strategy?
One of the best ways to connect with your target audience is through emotion. With negative feelings lasting exponentially as long as positive ones, so we need to be sure to create a good first, and lasting impression. Stories stimulating positive emotions are more widely shared than those eliciting negative feelings, according to Scientific American. If your social media posts are invoking laughter, you’re actually aiding your audience’s release of “happy endorphins” which are the body’s natural feel-good chemicals! Promoting a sense of well-being, studies have shown these endorphins can temporarily even relieve pain!
I don’t know about you, but that’s a great gift to give your target market.
Make your audience feel connected to you
Laughter has always been a powerful tool in strengthening relationships and bringing us closer to others. If you have the ability to connect with others, across a wide platform like social media, you have the opportunity to create a group-bonding type scenario. Not only will like-minded individuals connect with your brand or product, but they just may be given the chance to find each other. Creating a community that shares laughter, as well as interests, is the strongest form of brand loyalty you could possibly ask for.
Humorous content is more likely to go viral
Just because you post something that’s funny doesn’t necessarily mean that it’s going to go viral. However, being funny is definitely a good way to start. Consider the success these brands had:
Evian’s Baby & Me
The video boasts over 108 million views on YouTube.
Kmart “Ship My Pants”
Unfortunately, even though the play-on-word post was hilarious and it went viral, Kmart’s profits still decreased after its release. I suppose the moral of the story here is that there’s never a sure-fire recipe for success on social media or in business!
You scared, homie?
All-in-all, using a little comedy in your social media strategy shouldn’t be something you shy away from. Laughter is the fastest way to bring your mind back in balance and to relieve a little tension if you’re feeling stressed. You have the opportunity to connect with your target audience in the most positive way possible, and make a lasting impression while you’re at it.
My only piece of advice: be tasteful when telling jokes. The last thing your company needs is to offend someone! The best rule to live by- don’t tell a joke you wouldn’t tell your grandmother!