Laughter is often said to be the best medicine, and when it comes to digital marketing, it certainly presents unique opportunities for consumer engagement.
Like the social outcast who discovers he can make the star quarterback laugh and finds himself suddenly catapulted into the upper echelons of high-school society, a funny branded video can quickly engage an audience and raise a brand’s social currency.
But, like that kid in high school, the telling of the joke comes with immense risk: Fall flat and you’ll be ridiculed forever — or at least until the next bad joke comes along.
According to Caleb Hanson, vice president of product for interactive video firm Rapt Media, humor is innately shareable. If a brand is “baked into the joke, or at least prominently featured in the video,” it can clearly benefit from huge viewership. Read more…