Humor is a rare phenomenon that transcends boundaries and instinctively brings people together. As a marketing tool, humor is unifying, fun, and so effective at attracting an audience that many brands have begun putting it to successful use in their marketing efforts. A company that establishes a consistent, entertaining presence online is a company that understands its target audience, its personal brand, and its ability to create content that can bridge the gap between those two worlds.
However, when poorly used, humor can spell disaster for a brand. As a result, determining when—or if—humor is right for your company’s social media output can be a daunting process. The potential gains of smart social media humor can be astronomical, but so can the potential drawbacks.