Snapchat teaches brands to engage Gen Z through humor
The app released a guide for brands to connect with young audiences using comedy techniques.
1Snapchat's humor playbook
Snapchat published a comprehensive guide titled 'Connect Through Humor' to help brands engage Gen Z and Alpha audiences. Based on platform data showing 80% of 18-24 year olds prefer humorous brand content, the guide advises against generic ad language. It highlights the effectiveness of absurdist humor trends popularized by TikTok, which are now gaining traction on Snapchat as well.
2Understanding youth humor
Research indicates young consumers expect authentic, distinctive humor from brands. Snapchat's data reveals humorous content increases brand recall by 67% among younger demographics. However, the guide warns against forced jokes and emphasizes cultural sensitivity, particularly understanding meme culture. It stresses humor should feel organic rather than manufactured for marketing purposes.
3Effective comedy techniques
The guide outlines six fundamental comedy techniques for brands: exaggeration, unexpected outcomes, irony, running gags, self-deprecation, and everyday life parodies. Snapchat's creative lead advises 'Brands shouldn't take themselves too seriously,' citing Dove's campaign parodying its own ads as exemplary. Successful examples demonstrate how brand messages can be seamlessly integrated into humorous content.
4Platform-specific strategies
Snapchat provides tailored advice for content that performs well on its platform, recommending brands embrace ephemeral content, create interactive jokes through AR filters, and utilize native features like Friendmoji. The guide highlights Wendy's absurd burger animations that resonated with young users, suggesting each post should focus on a single comedic idea for maximum impact.
5Risks of misfired humor
Snapchat cautions brands about potential pitfalls: avoiding generic jokes, insensitive references to current events, and niche jargon. The guide references a 2022 incident where a brand's misunderstood joke escalated into a social media crisis. It recommends pre-testing content with focus groups and preparing crisis communication plans when experimenting with humor.
6Tips for creative teams
Practical advice for brand creative teams includes collaborating with comedy writers, gathering feedback from younger employees, and conducting humor tests. The guide states 'Not every brand needs to be funny,' emphasizing authenticity over forced humor. Examples like Nike's inspirational tone demonstrate how serious brands can still effectively connect with youth.
7Global brand examples
The guide analyzes brands successfully using humor worldwide: Duolingo's playful Twitter persona, Ryanair's self-deprecating ads, and Burger King's absurd TikTok content. These brands share a common thread of making humor a natural extension of their brand personality. However, Snapchat advises each brand to develop its unique comedic voice rather than copying others.
8Building lasting connections
Snapchat's data shows humor creates long-term brand loyalty with young audiences beyond one-time engagement. When executed well, humorous content increases brand preference by 41% among young users. The guide urges brands to 'view humor not as a tactic but as part of your culture,' emphasizing this approach is crucial for adapting to Gen Z's evolving expectations.
Original article: Marketing Dive — Snapchat markalara mizahla gençleri etkilemeyi öğretiyor