Why Humour is a Great Tool in Video

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If you’re looking to captivate your audience, improve the amount of video content your viewers actually watch (watch time), and make your message memorable, it might be time to lighten up your corporate, animated and explainer videos with some carefully-crafted humour.

Tasteful, simple comedy can transform even the dullest of topics into an engaging, fun and even interactive experience for your viewers – when humour is involved, users don’t just look at your video content, they actively respond by smiling, chuckling, and even busting our an occasional full-blown belly laugh.

Some of the world’s leading brands have used humour to craft digital content and video ads that have been wildly successful in boosting brand awareness, connecting with customers, and providing a competitive edge in saturated (and typically ‘dull’) industries like insurance, toilet paper and razor blades.

Humour can also be used to build strong, lasting relationships with your audience by providing them with a ‘human’ face to your business. Telling a joke, recalling a comic story, or poking fun at oneself has long been a favourite technique among public speakers and presenters, and including humour in your video can have the same rapport-building impact on your digital audience as it does in person.

Here’s what you need to know about including humour in your video content:

Avoid Offending Anyone

It goes without saying that there’s a fine line between funny and obnoxious; social standards around comedy are always evolving, so it’s critical to take care when including jokes and satirical commentary in your video content.

First off, steer clear of anything that might make your company appear to be one of the big ‘ist’s’ – racist or sexist. The days of gender-based jokes and comedy that mocks a specific cultural group are long gone, and using messaging that even eludes to being racist or sexist will not only alienate your audience and attract the wrong kind of attention, it might even land you in trouble with the authorities.

You should also take care not to insult anyone, include humour that could be deemed to racy, or plays upon distasteful stereotypes of a specific group, organisation or culture.

How To Include Humour in Your Video Content

Of course, there’s lots of ways to integrate good-natured, non-offensive humour into your video content; you just need to know your audience and have a well-defined set of goals outlining what you hope to accomplish by including humour.

Start by taking a close look at your target audience. Are they subject matter experts who would get a kick out of an ‘inside’ joke, or are your viewers likely to be unfamiliar with your products, services and brand?

Decide if you want to use a single joke to grab your viewers’ attention, or if you’d like your entire video to be filled with comedy. Remember, what makes people laugh is highly subjective, so when in doubt, poke fun at yourself – it’s a great way to humanise your brand and help your audience feel connected with your company.

Another great way to incorporate humour into your videos is through the use of animation. Most people associate animation with fun, entertaining cartoon characters, so by choosing an animated video for your message, you’ll automatically be letting the viewer know to expect content that’s light-hearted and approachable.

Finally, when incorporating humour in your video, be sure to include a great sound track. If you’ve ever watched a funny movie or comic sit-com with the sound turned down, you’ll know what a big role audio plays in making video content funny!

To learn more about how humour can transform your video content into captivating, fun clips that your audience will love, drop us a line here at Lumeo.



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