your BEST defence against the crushing defeat of the algorithms? A sense of humour
On FB, the average post is shown to just 5.5% of your audience. On Twitter, only 3.6% of your followers see the average tweet. You’re paying for content that 95% of your audience will never even see. (Now you know how the Specsavers marketing team feels). *
* For those of you outside the UK, Specsavers is a brand of opticians. Sure – we could’ve just said “an opticians” to make sure you all got the joke – but then we wouldn’t have been able to hang out together down here by this asterisk.
When your content gets more engagements (reactions, likes, shares, comments) it gets rewarded – by being shown to more and more people.
If twice as many people see your posts each day – that’s twice as many potential customers, clients, or prospects given a chance to think about you and how you can change their world (and you can order twice as many oysters to go with your celebratory champagne).
What drives engagement?
When someone engages with your content, they’re not doing it to tell you they liked it. They’re doing it to serve their own social purposes.
If it’s funny, they might be sharing it to tell their own audience they’re funny.
If it’s interesting, they’re telling their own audience that they’re savvy, up-to-date, well-informed.
If you want your audience to engage with your content – you need to give them content that serves their own social purposes.
Content that represents who our audience is, who they want to be, or how they want to be seen on social media.
Content that represents our brand meaning, brand values, identify and core value proposition.
When you’re in that sweet spot in the middle, you’re giving your audience exactly what they want – and they’re liking, sharing, commenting, helping you amplify the reach of a piece of content because it serves their purposes.
And this content that they love, and want to share, takes your brand message along for the ride – hidden in plain sight.
Comedy drives engagement
Comedy content gets your audience talking – well, laughing AND talking – and that means – the Holy Grail – comments!
Discussion of the topic, people sharing their own stories, sharing their own jokes, sharing inappropriate pictures (there’s always one) and even people just commenting to tell you how much they loved that post – whatever their reason for responding – every comment counts.*
* (And FYI – if your target market is Transylvania, every count will comment).
Plus, jokes work best – and travel further – when they’re based around a hidden truth. And thanks to the nature of branded comedy, that truth is always going to be one your audience wholeheartedly agrees with – which leads to Likes and Shares. Your audience telling the world that you’re funny, and you’re right.
Comedy Content directly drives engagement, which in turn increases Organic Reach, and that can mean exponentially increased ROI.
And that’s before we even begin to dig into the psychology of why comedy content is so effective in and of itself as a marketing material.
“Adam is a top-class producer and creative. I’ve worked with him more times than I can remember, and it’s always a pleasure. White Label Comedy is fantastic at generating unique, clever and most importantly – funny – content that is filling a real gap in the market.”