September 27, 2013
Americans Share ‘Funny’ Not ‘Important’ Content on Social Media
Through a special arrangement, presented here for discussion is a summary of a current article from MarketingCharts, a Watershed Publishing publication providing up-to-to-minute data and research to marketers.
Why do social media users share content? That was the question posed to consumers around the world in a recent survey by Ipsos Open Thinking Exchange (OTX). Among American respondents who had shared content on social media sites during the previous month, a leading 65 percent said they typically look to share "interesting things." While fewer (49 percent) said they typically seek to share "funny things," Americans appear to be more motivated to share "funny" than "important" content (43 percent).
Moreover, a more recent survey of U.S. consumers by Lab42 found that a clear majority believe that TV ads that are funny make them more likely to remember a product.
While Americans may believe they’re susceptible to humor, some studies say that might not be the case. Research released last year by Ace Metrix, for example, found that humor and purchase intent are unrelated when it comes to TV advertising, while a recent report from Unruly suggested that brands aiming to get their videos to go viral try differentiating themselves by using an emotional trigger other than humor. (To be fair, that recommendation seemed to be based more on over-use of humor rather than humor itself not triggering the emotions necessary to motivate sharing.)
Returning to the Ipsos survey results, Americans’ other motivations for sharing content on social media include:
- To share unique things (37 percent, versus the global average of 29 percent);
- To let others know what they’re doing (34 percent, compared to the 22 percent average);
- To add their support to a cause, an organization or a belief (32 percent, versus 29 percent); and
- To let others know what they believe in and who they really are (32 percent, versus 37 percent).
- Americans More Likely to Share "Funny" Than "Important" Content on Social Media – MarketingCharts
- Global "Sharers" on Social Media Sites Seek to Share Interesting (61%), Important (43%) and Funny (43%) Things – Ipsos OTX
- Americans Find Funny Online Ads More Appealing Than The Rest of the World Does – MarketingCharts
- 7 in 10 Consumers Believe Funny Ads Spur Better Product Recall – MarketingCharts
- Humor, Purchase Intent Said Unrelated In TV Advertising – MarketingCharts
- When – and Why – Branded Videos Go Viral – MarketingCharts
BrainTrust
Recent Discussions
Discussion Questions
Is humor even more important in social media advertising than in TV advertising and other traditional media? What is unique in applying humor to encourage social content sharing versus other media? What other factors are also unique around driving sharing on social media?
Poll
Since social media became popular, the bar on funny has been raised. What used to be funny is now boring and redundant. There are too many people with too much time on their hands posting humor. Like the jerk at the office who tells a dirty joke every day. The few times it was funny but after a while, no matter how funny, it’s not funny.
Many of us have filtered out all but a handful of friends on social media. If you haven’t blocked most of your contacts, then you have too much time on your hands. Social media was fun at one point. Then after I was able to connect with every possible person I wanted to connect with, it became boring. I was just thinking it’s been a couple of years since I’ve heard the word “Farmville.”
We must look at social media for what it is. Simply selling a product, as in traditional advertising, is pushing a message that a reader or viewer is forced to notice as they read a publication or watch a show. That doesn’t mean they will pay attention.
Social media is about getting noticed. Humor gets noticed more than the traditional pitch. When Coca-Cola comes out with a funny video (and they have), they are looking for impressions, which leads to brand awareness, which strengthens their brand, which could lead to a sale (hopefully).
Don’t look for the same ROI metrics in social media as you do in traditional advertising. While both focus on impressions, typically (not always) traditional is more about a sale and SM is more about visibility and recognition.
We need to see these results presented relative to different social ‘community-gathering’ places. Most of the platforms where material is shared *is* meant to be of casual, truly social nature, so that’s not totally surprising.
I’m with those who are distinguishing social media dialog between friends and advertising on social media. Recall the book and movie “Being There” by Jerzey Kosinski where the principal character spoke in TV commercial taglines and everyone thought he was brilliant. It wasn’t real life then and surely is not real life now. The content of our personal conversations online and offline reflect our interests and/or how we want to get attention, feedback or just want to be part of an ongoing dialog. Sometimes it may be about a product or retailer. But it’s in our voice.
Social media advertising is a separate subject. Oftentimes a commercial is shared because it’s very funny. Commercials about cancer care are probably not shared very often. There are cases…remember the flack about guys not knowing how to take care of babies…where commercials go viral because people are unhappy with the content or portraits they paint.
I can see where advertisers want to have their commercials go viral and promote a positive and engaging message. Humor seems to be the path that is more dependable. And the previous comments on RetailWire echo that thought. And as others have stated, there’s no guarantee that the humor will work to influence buying decisions.
Separately, why wasn’t the research in the article about humor based on text analytics? The research reported is based on personal memories of behavior and I think there could be a component of social desirability reflected in the respondents’ answers.
Whether the communication is humorous, dramatic, or otherwise, the impact on the viewer is becoming increasingly more difficult to make lasting. The short attention spans of all of us while looking at social channels need to be constantly awakened with unique, not necessarily humorous messages.
I think, as in any sort of advertising, one cannot make blanket statements about what is more or less important. I also think that this is particularly true of social media. There is no (known) recipe for what makes something go viral. All together, I think you need to resonate with consumers. Consumers will share even something un-amusing if it moves them in some way.
As to what is different between using humour on social media vs. traditional media, I would have to say that the line between funny and inappropriate is much thinner. We have a much more clearly defined concept of what is okay on TV, but social media is often about pushing the boundaries, without going too far and risking consumer backlash. The latest Poo-Pourri ad is a very good example of funny and kind of shocking, without being too inappropriate.
More Discussions
Is Meta Committing to Retail via Meta Lab Stores, or Are Other Goals More Important?
Is Meta playing in retail, actually committing to retail, or looking for more data?Aerie Recruits Pamela Anderson To Highlight No-AI Models Promise
American Eagle’s Aerie banner has recruited former “Baywatch” star Pamela Anderson to broadcast the lifestyle brand’s…How Timely Is the Planned Lowe’s Website Renovation Focusing on Personalization?
Is Lowe’s being timely with its website reno, and is it right to be placed as…
Since social media became popular, the bar on funny has been raised. What used to be funny is now boring and redundant. There are too many people with too much time on their hands posting humor. Like the jerk at the office who tells a dirty joke every day. The few times it was funny but after a while, no matter how funny, it’s not funny.
Many of us have filtered out all but a handful of friends on social media. If you haven’t blocked most of your contacts, then you have too much time on your hands. Social media was fun at one point. Then after I was able to connect with every possible person I wanted to connect with, it became boring. I was just thinking it’s been a couple of years since I’ve heard the word “Farmville.”
We must look at social media for what it is. Simply selling a product, as in traditional advertising, is pushing a message that a reader or viewer is forced to notice as they read a publication or watch a show. That doesn’t mean they will pay attention.
Social media is about getting noticed. Humor gets noticed more than the traditional pitch. When Coca-Cola comes out with a funny video (and they have), they are looking for impressions, which leads to brand awareness, which strengthens their brand, which could lead to a sale (hopefully).
Don’t look for the same ROI metrics in social media as you do in traditional advertising. While both focus on impressions, typically (not always) traditional is more about a sale and SM is more about visibility and recognition.
We need to see these results presented relative to different social ‘community-gathering’ places. Most of the platforms where material is shared *is* meant to be of casual, truly social nature, so that’s not totally surprising.
I’m with those who are distinguishing social media dialog between friends and advertising on social media. Recall the book and movie “Being There” by Jerzey Kosinski where the principal character spoke in TV commercial taglines and everyone thought he was brilliant. It wasn’t real life then and surely is not real life now. The content of our personal conversations online and offline reflect our interests and/or how we want to get attention, feedback or just want to be part of an ongoing dialog. Sometimes it may be about a product or retailer. But it’s in our voice.
Social media advertising is a separate subject. Oftentimes a commercial is shared because it’s very funny. Commercials about cancer care are probably not shared very often. There are cases…remember the flack about guys not knowing how to take care of babies…where commercials go viral because people are unhappy with the content or portraits they paint.
I can see where advertisers want to have their commercials go viral and promote a positive and engaging message. Humor seems to be the path that is more dependable. And the previous comments on RetailWire echo that thought. And as others have stated, there’s no guarantee that the humor will work to influence buying decisions.
Separately, why wasn’t the research in the article about humor based on text analytics? The research reported is based on personal memories of behavior and I think there could be a component of social desirability reflected in the respondents’ answers.
Whether the communication is humorous, dramatic, or otherwise, the impact on the viewer is becoming increasingly more difficult to make lasting. The short attention spans of all of us while looking at social channels need to be constantly awakened with unique, not necessarily humorous messages.
I think, as in any sort of advertising, one cannot make blanket statements about what is more or less important. I also think that this is particularly true of social media. There is no (known) recipe for what makes something go viral. All together, I think you need to resonate with consumers. Consumers will share even something un-amusing if it moves them in some way.
As to what is different between using humour on social media vs. traditional media, I would have to say that the line between funny and inappropriate is much thinner. We have a much more clearly defined concept of what is okay on TV, but social media is often about pushing the boundaries, without going too far and risking consumer backlash. The latest Poo-Pourri ad is a very good example of funny and kind of shocking, without being too inappropriate.