Comedy Content Starter Pack
Comedy Content that supercharges engagement and reach on social – without putting your brand’s reputation on the line.
Comedy Content that supercharges engagement and reach on social – without putting your brand’s reputation on the line.
I’m Adam Hunt – a TV Producer turned Copywriter who loves it when brands make us laugh, and hates how rarely that happens.
There’s an art to writing jokes that work for brands – and a science that makes sure the end result is on-brand, on-message and won’t get you cancelled.
I brought together TV’s best comedy writers* as the White Label Comedy Hive-Mind, to help brands of all shapes and sizes entertain, engage and sell.**
* (not as hard as it sounds – they were all in the same branch of Starbucks complaining about the WiFi).
** I keep them in a small bucket on my coffee table, occasionally feeding them episodes of Cheers.
“Adam I think I’m in love with you and your team! Amazing work.”
They’ve crafted jokes for Graham Norton, Sue Perkins, Jon Richardson, Al Murray, Judy Murray, Dermot O’Leary and even Professor Stephen Hawking. Now they’re here to help you and your brand win hearts and minds (and Likes and Shares) on social.
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).
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.*
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.
* (And FYI – if your target market is Transylvania, every count will comment).
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.
Our client was an Independent Living Community determined to engage their audience, but struggling to get any kind of reaction – even with topics they knew their ideal customer cared deeply about.
We crafted content that we knew would make their audience laugh – which sent engagement through the roof. Same brand, same audience, same topic, same day – 122x as many likes.
(Plus a very healthy 241 shares and 37 comments to the vanilla post’s very unhealthy ZERO).
Disclaimer: Success on social depends on many different factors – so while the results in our case studies do demonstrate previous successes that we’re really proud of, they do not constitute any kind of guarantee in terms of the specific results you can expect. Every brand, brand message and audience is different.
“Adam and the team at White Label Comedy did a wonderful job. They were easy to work with, quick to respond to our queries, and most importantly… they came up with funny and AMAZING content for us. Exactly what we needed. Would highly recommend them!”
* Ninjas: notoriously stealthy. Comedians: professional attention seekers.
Who do you want advising you on how best to get your brand noticed?
Google “How to increase engagement on social media” and you’re presented with a bunch of copycat articles all pitching a very similar set of “Tips, Tricks and Ninja Hacks”.
Insightful ideas like “Post valuable content”, “Use eye-catching images” and “Why not add an Emoji or two?”
You’ve already put these ideas into play – and maybe seen a tiny boost – but nowhere near the kind of results you need. A crushing disappointment.
You blame yourself – assuming you’re just not implementing the advice properly. Assuming it’s the fault of your content, your team, or even your brand and its identity.
Or you blame the audience – assuming that people simply don’t want to interact with brands on social these days.
But let’s rewind and just do a little critical thinking.
These articles don’t exist to give you the answers you need.
They exist to turn your Google Search into a site visit – and then to build demand for a specific Product, Service, Course or Offer.
Worst still – the tips in these articles are rarely selected based on what really works in the trenches. They’re selected based on a detailed analysis of which keywords feature in other articles that already rank for a specific search.
That means the same junk tips get rehashed and recycled – but actually with good reason – because the signals that say “this is the content you need to comprehensively cover this topic” are now so strong it becomes impossible to rank without those copy-and-paste tips.
Genuinely useful advice gets crowded out by the white-noise of all the copycats peddling the same useless tips and tricks, with the same unhelpful agenda.
The platforms don’t want you to know how to succeed – if you did, you wouldn’t spend nearly so much money boosting posts.
* and unless your surname begins in Z and ends in Uckerberg, it’s not rigged in your favour.
In January 2018, FB changed the game for brands – massively overhauling their algorithm in order to favour posts from friends and family, at the expense of posts from pages.
Brands with deep enough pockets reacted by hitting that “boost” button – assuming that social media was now “pay to play” and there was no way around it.
Many brands have seen their CPM (the cost of showing the boosted post to 1,000 people) at least double since 2018 – and as the algorithm crushes Organic Reach more and more, high demand means the platforms have zero reason not to just keep pushing those prices up, and up, and up.
But there is one saving grace.
Every platform’s number one priority – ahead of Ad Spend – is User Experience. Ads and boosted posts that your audience have no interest in can cost almost 4x more per impression than those they actively engage with.
“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.”
So many brands forget the social in social media. Comedy doesn’t just entertain and engage – when done right, it drives conversation too.
Inside every joke is a “hidden truth*” – one that deserves discussion, prompts us to share our own truths, and makes us want to tell you, and the world, that we agree.
* Like the Da Vinci Code, but funny on purpose.
People don’t want to buy from faceless brands waving coupons, vouchers and deals. They want to buy from brands with personality. Brands they feel an affinity to. A connection with.
Comedy content that’s tailored to your audience builds that connection, and keeps your brand front of mind – so that when the time comes for them to enter the consideration phase, they’ve already sold themselves on you and your offer.
Good marketing builds a human connection with an audience. It shows them that their world is your world. It demonstrates that we’re all in this together. And that’s important now, more than ever.
These aren’t just jokes – they’re proof that you understand our world, and what we’re going through right now. It’s content like this that makes us welcome you into our lives, and – more importantly – our social feeds
When we – as a brand – first share the joke, we’re telling a story about ourselves. But when our audience is motivated to share that story – because they found it funny – it becomes a story that they’re telling the world on our behalf.
A good joke doesn’t just entertain and engage – it turns every single one of your followers into an influencer, who will happily push your agenda free of charge.
“What can I say other than you did a brilliant job here. It was great getting a fresh perspective on the AromaSticks! We love all the ideas that you and the team came up with and we’re hard pressed to pick a favourite.”
The worst mistake any brand can make is to simply start trying to “be funny” on social – those who do can quickly find themselves cancelled quicker than J.K. Rowling can tap out an open letter.
Break down any joke – and assuming it actually made you laugh, here’s what it is:
Two “things” (ideas / concepts / words / phrases) that shouldn’t fit together, but that have been made to fit together, with the help of a perfectly placed surprise twist.
That’s literally all a joke is.
If you make sure both of those “things” are drawn from the world of your brand, and the relatable experiences universal across your audience, it’s hard to go wrong.
Add in an extra sense-check phase that double checks that any opinions expressed by a joke are ones that your audience agree with – and you’re more likely to offend by re-posting that same boring blog for the 18th time than you are by tweeting a fresh, funny, brand-relevant joke.
We needed a system for audience research that arms our writers with the ingredients they need to write the right kind of jokes, and helps make sure they’re not distracted by the lure of the wrong ones.
That’s why we developed the BSOH (Brand Sense of Humour) Breakdown Matrix.
It’s the way we break down everything there is to know about a brand, their products, features and benefits, the audience, their problems, the brand’s solutions, related topics, the audience’s universal beliefs, relatable truths and pop culture interests – so we’ve got easy access to all the knowledge we need to get on with the fun part: writing jokes that entertain, engage and sell.
“I didn’t think it would be possible to bring this much humour into the B2B space while still staying true to our brand – love it!”
✔ A Discovery Call with our Creative Director – his chance to get to know everything there is to know about you, your brand or business, and your goals. (Every single joke that leaves the studio has been personally signed off by Adam – so he wants to make sure he knows first-hand what makes you, and your audience, tick).
✔ In-Depth Audience Research and Brand / Audience Profiling using the BSOH Breakdown Matrix – making sure the ingredients for each joke are always drawn from the world of your brand and the relatable experiences and opinions universal to your audience. (That’s how we make sure each joke is primed to pack the biggest punch possible, really resonating with your audience, while staying on the super-safe brand-appropriate side of the line).
✔ A Formats Brainstorm – giving you a series of super safe, easily repeatable ways to make your audience laugh. (Give your audience content they love, consistently, and they’ll be waiting with bated breath for your next post. Make them laugh with a repeatable format – and they’ll get their first dopamine hit from the familiarity and the expectation that you’re about to make them laugh – before they even read the joke).
✔ Your first 20 Short-Form Text Posts (Everything you need to start entertaining and engaging your audience today, so you can start celebrating the results tomorrow).
✔ Additional Photoshopping and Graphic Design on up to 5 posts (Making sure the very best jokes pack an even bigger punch – giving your audience even more reason to like, comment and share).
✔ The Creation of a Simulated Social Takeover – a boardroom-ready mock-up of the funny version of your socials so you can see everything in situ. (You already know this is an awesome idea – but if anyone on the top floor is sceptical, this gives you all you need to win them over and see you for the game-changing genius you are. Plus we can use it as our mood board – a way to discuss which kinds of joke you love a little, and which kinds you love a lot – to guide our work going forwards).
✔ Your very own Content Calendar template – so you can see exactly how best to deploy the various kinds of comedy content across each week for maximum impact. (We won’t leave you at the mercy of all those “tips, tricks and ninja hacks” – we’ll tell you exactly how to spread your content out across each week, and give you a playbook to follow so you can adapt that plan based on real-world data not recycled SEO-optimised BS advice).
Of course we are – we write jokes for a living!
In all seriousness though – If you’re wondering why we’d give you £3829 worth of our time, effort, love and laughter for that ridiculous price – the answer is shockingly simple.
We want to make it a no-brainer for you to start entertaining and engaging your audience – because as soon as you see the effect it has on them, we know for a fact you’ll be hooked, and we’ll be BFFs.
“I laughed myself sick! It’s not every day I thank a team for making me hurl. What a gift that is!”
✔ Full disclosure – your strategy call isn’t with Jerry Seinfeld. (Or even, sadly, George Constanza). But it is with our Creative Director Adam Hunt. You’ll have already met him on your Discovery Call. Pick his brains on all things comedy, content, marketing and strategy for free during this additional strategy call – making sure you’re all set to make the most of your content, and the insights we used to generate it.
✔ 5 of your posts are going to come with custom text graphics and funny photoshops. For each of the rest – we’re going to give you a perfectly paired Adobe Stock image that will be pre-licensed, for you to use in any way you want. Scroll-stopping images that make sure your jokes get seen, and shared.
✔ Once the content is out, and the results are in, we’ll take your best performing post, and turn it into a mug – shipped direct to the office. Fill the meeting room with tributes to the awesomely effective content you commissioned – and your impact will be immortalised. You’ll be remembered as the game-changing hero you are, long after that promotion that takes you up to the top floor.
Our online checkout is safe, secure, and fully encrypted – with payment made via Stripe, which has in-built buyer’s payment protection as standard.
We can also generate an invoice – which can be paid via Stripe, or via direct bank transfer.
No more putting time and energy you don’t have into content that fails to make an impact. With White Label Comedy on the case, you’ve got your feet up on the desk — watching the entertaining, engaging content roll in.
No more panicking when you’ve used up all your posts and can’t think of anything new worth saying. With a fresh White Label Comedy delivery in your inbox, you’ve got a pipeline of content that’s primed to turn a casual audience into an army of raving fans.
No more keeping your head down in team meetings hoping that no one asks you how well you’re doing on social. Instead, you’re keeping your head down trying to avoid yet another standing ovation celebrating the impact your content has had on the company’s bottom-line.