What will you be sharing this summer?

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Summer is fast approaching and this year it looks set to be…different.

We’re sure you’ve noticed.

In fact, the whole pandemic-ness of it all has probably left you wondering what the hell you’re meant to post on social over the next couple of months.

That’s why we’ve been busy at White Label HQ (or as you might know it, “on yet another Zoom call”) dreaming up new ways to entertain and engage audiences like yours in this challenging time.

For every great idea, you have to go through at least a few bad ones. Thankfully, our writers’ bad ideas tend to be funnier than most people’s good ideas.

“Sadly the outdoor pool is shut this year, which means the kids will have to find somewhere else to pee” pitched Colin, with a level of conviction that implied he was speaking from bitter experience.

It’s a cute joke, built around a relatable “truth” – sure – but it’s also pretty anti- swimming pool. Is the audience anti- swimming pool right now?

Every brand is different, every audience is different – but I don’t think there’s anyone out there who wouldn’t love to be able to take a dip right now – so I wasn’t convinced it would resonate. 

Could we flip it round and make having access to a swimming pool a positive?

“My husband thought getting a swimming pool was a waste of money. Look who’s come front crawling back!” offered Sarah

And that kinda worked, but here’s the thing – we’d gone too far the other way. That one’s a good joke – but it’s only really a relatable argument if you’re rich enough to be able to afford a swimming pool to begin with.

“I’ve got it!” screamed Alex. He’d been keeping so quiet, I didn’t even realise he was on the call. It was kind of creepy. 

“Instead of trying to argue against the summer we secretly wish we could have, and instead of trying to insist this summer’s going to be great even when we know it’s not – how about we just show solidarity? We post jokes about how we make this awful reality we’re all living in feel more summery”.

“Give your social Zoom calls that ‘British summer’ feel by dropping a few wasps in your drink.”

“The bad news is you can’t go to Magaluf with the lads. The good news is you’ll find another way to disappoint your parents.”

“If you’re upset about missing Glastonbury, just turn up your favourite music and stop flushing the toilet.”

He reeled off in quick succession. 

We were onto something. 

Now just to be clear – these jokes aren’t for sale. 

Every single piece of content we give any of our clients is bespoke – written for a specific brand, and a specific audience, optimised to within an inch of its life for maximum impact.

But here’s the thing: a joke, really, is just two ideas that shouldn’t fit together – made to fit together, with the help of a perfectly placed twist. 

The most engaging social content takes the world of a brand, and the world of the audience – and fits them together in fun, funny, entertaining ways. 

It’s how you show your ideal customer you’re “one of us”, and it’s a great way to earn their trust, and turn a small casual audience into a growing army of raving fans.

So we’re just getting match fit.

We’re getting ready to turn the relatable realities of this sure-to-be-surreal summer into branded social content that sells without selling. 

We’ve got some more work to do behind the scenes – but very soon, we’ll be launching our Summer Pay As You Go Content Packs – your ticket to a set of 20, 40, 80 or 160 pieces of bespoke hand-crafted comedy content.

It’s our way of using up spare hive-mind capacity, and your way of getting your hands on entertaining, engaging content without having to commit to a monthly package.  

We’ve increased the size of the hive-mind recently, but there are still only so many jokes we can generate each day – so packs will be strictly limited. You’ll need to be quick off the mark on launch day if you want to secure one.

Want us to keep you in the loop, and let you know when the packs go live? 

Just click here: https://whitelabelcomedy.com/summer-content-packs 

Until then – I’ll get back to the Zoom call – because we’ve got work to do (and this pint of wasps won’t drink itself).

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Adam Hunt

Advertising Creative, Copywriter, TV Producer, Comedy Writer and the Founder and Creative Director of White Label Comedy

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