"Humor can help create complicity, and therefore consolidate a community

[Shishirgano9]

For brands , the possibilities and subjects of humor seem more limited . The goal is less to obtain virality at all costs, but to build loyalty among potential buyers .

Explains Adrien Deydier (Innocent Drinks). " But it's suicidal to israel mobile database play on a humorous vagueness when behind it can put us in a difficult position . We're not going to venture into subjects that are too political or controversial ," he continues. For example, the dairy products association had tweeted humorous content about a transsexual person, which caused an outcry online, forcing the association to apologize and remove the tweet [4]. "A joke like that says something about the person who wrote the tweet. You have to take a step back, integrate this notion that for a brand, the sender is neutral and wants to sell its product. That's all the public can accept from a brand ," continues Adrien Deydier.



Therefore, humor is not necessarily an obvious lever in a brand's social media strategy. While many believe in it to attract a younger audience, such a strategy could prove counterproductive in some cases. "Why would a brand become funny when it has never been funny for 50 years? Does that mean it is trying to redeem its image? However, a brand should have nothing to hide ," analyzes Adrien Deydier (Innocent Drinks).