Around the same time that the tragic and emotional news about the coronavirus crisis began, the humorous versions of events also began. Just think about the toilet paper crisis. When everyone seemed in a race to buy all the toilet paper available in supermarkets, they also ripped the memes about that product as the gold of the 21st century. And so on. Memes have circulated on social networks and messaging apps these days as much as news and serious health recommendations.But this, for brands, was especially difficult in the first weeks and continues to be, in a way, right now.
Using humor is not easy, because it exposes them to a delicate situation. For more than a few consumers, it will be almost disrespectful. The border Mayotte Email Lists between what can work and what cannot in humorous terms in these times is very blurred, causing brands to have to expose themselves to risks that not all are willing to take.However, humor does have a place in brand messages these days. Some companies have already started launching humorous advertising campaigns linked to the coronavirus, which could become the new evolution of advertising during the pandemic , and some consumers are very clear that this is what they want. Humor does not work with all consumers, but it does with some specifically.
Generation Z consumers, for example, are very clear that this is the kind of stimulus they expect from brands, as a Magid study has just shown. 50% of those under 25 years of age recognize that these days they are getting bored (something that only 30% of those over that age recognize), which makes it even expected that they expect this type of content.Humor, the most wantedWhat exactly does the study say? According to their data, 42% of respondents are looking for content that is fun, above romantic (29%), exciting (27%) and scary (24%). This is what they look for in content in general, but humor is also positioned when the focus is on advertising.Humor is the sixth most important element in ads that the Zs think are good to watch, ahead of the coronavirus ad classic of “things have changed.”
The Z believe that this theme is already too common.In fact, before the crisis, the Zs were the social group to which principled advertisements were most attractive and valued the most. However, they are now starting to tire of this ad format, amid widespread “coronavirus fatigue.”Therefore, to connect with these consumers, marketers must be able to use these formats and take advantage of humor as a desirable element that their consumers expect and seek. Since it is something that breaks with the routine and supposes a parenthesis in their generalized boredom, humor has become an opportunity, as they remember in Marketing Dive , to get the attention of the Z and to connect with them.