Why Brands Struggle to Be Funny on Social Media
Why Brands Just Aren’t That Funny (And Why It’s So Hard to Be)
Brands trying to be funny on social media is like your uncle trying to use Gen Z slang—awkward, cringe, and often unintentionally hilarious for all the wrong reasons. But why is it so difficult for companies to pull off humor when individuals do it so effortlessly? And why do so many brands come off as stale, tone-deaf, or just plain unfunny?
The Faceless Problem: Why Brands Need a Face (or Mascot)
One of the biggest hurdles brands face when trying to be funny is their facelessness. Humor is deeply rooted in personality and relatability, something brands often lack. A brand without a recognizable face or character feels sterile and corporate, making any attempt at humor feel forced. This is why smaller business often have more success with virality and engagement on social media. Their followers can feel like they’re interacting with an actual person.
When brands try to be funny without a face or mascot, it’s like hearing a joke from a robot. While some mascots work wonders—often offering a layer of abstraction that lets brands get away with edgier humor—many companies shy away from this approach. Creating a memorable mascot or persona requires creativity, consistency, and, most importantly, risk-taking.
Understanding Your Audience’s Humor
Knowing your audience is key to making them laugh. Totino’s found success with younger audiences by embracing irreverent, absurdist humor that aligns well with internet counter-cultures. Their playful, surreal approach is an intentional nod to the chaotic, meme-driven humor preferred by their demographic.
But here’s the catch: most brands aren’t willing to lean into niche humor. They fear alienating broader audiences, choosing instead to remain inoffensive and bland. Ironically, this attempt to appeal to everyone leaves them appealing to no one. When brands opt for safe, generic humor, it often comes off as try-hard and disconnected.
Self-Awareness Is Key (And Few Brands Have It)
Being able to laugh at yourself is one of the core ingredients of good comedy. Some brands, like Surreal and Mattel, have embraced self-awareness to great success. Surreal, a cereal brand, is known for playful, tongue-in-cheek marketing that’s well aware of its own absurdity. Mattel, on the other hand, capitalized on a meta-humor approach to promote the Barbie movie, poking fun at its own legacy and cultural impact.
Yet, self-awareness is a high-wire act. A joke that’s too insider-y or too on-the-nose can backfire, especially if the audience doesn’t find it as funny as the brand does. Plus, being self-aware requires acknowledging your own flaws—a risk most companies are unwilling to take.
The Real Problem: Playing It Safe
At the end of the day, humor thrives on risk, creativity, and authenticity. Brands often fall short because their marketing decisions are made by committees aiming to please the broadest audience possible. It’s hard to be genuinely funny when you’re overly cautious about stepping on toes.
The truth is, brands can be funny—but it’s difficult. It requires boldness, creativity, and a willingness to take risks that most companies simply aren’t comfortable with.
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