Thomas from Ariyh - 🎓 Clever humor boosts your brand
🎓 Clever humor boosts your brandClever and witty humor increases feelings of brand warmth and competence, and makes people more likely to engage with you. Generic humor doesn’t work.New to Ariyh? Join 10,026(!!!!!) evidence-based marketers for 3min practical insights 💡 from scientific research 🎓 to get better marketing results 📈 Today’s insight is brought to you by… Ahrefs Want to know how many backlinks your site has? Which keywords bring in traffic? What SEO issues your pages have? It only takes 2 minutes to connect your website, for $0. (And it’s way better than Google Search Console, I use it for Ariyh). Want to sponsor Ariyh? Here’s all you need to know. 📝 Intro“Statistics means never having to say you’re certain” To understand this joke, you need to know about two topics: scientific hypothesis testing and 1970’s movies (the quote “Love means never having to say you’re sorry” from Love Story). When you successfully make the mental connection and understand the joke you feel pretty good. It took some effort, and it was witty. So what happens when brands are the ones making these clever jokes? This study from Duke University found out. P.S.: We are now more than 10,000 evidence-based marketers!! It took 21 months, and this is the 130th research paper (find all the others here), but we made it! Yes, this is largely a psychological milestone, but I still remember thinking “Imagine reaching 10,000 subscribers” when I started Ariyh. That’s 200 buses full of people! I couldn't be happier about where we are and where we are heading. Thank you for being on this journey with me. As a gift, at the end of this insight you’ll find a list of jokes I found while writing this (heads up, most are a bit cringeworthy). Previous insight: When 1¢ sells more than free Clever humor increases brand attitudes and engagementChannels: Branding | Social media | Ads | Marketing communications 📈 RecommendationUse clever humor on social media and in your ads. People will like and engage with your brand more. Jokes must be clever (witty and smart) and related to your audience when possible (about their interests, your product, or competitor’s products). Non-clever jokes won’t work. P.S.: Avoid offensive jokes, and - you know - try to actually be funny. 🎓 Findings
New here? Subscribe for the latest marketing research 💡 from top business schools 🎓 in 3min practical insights 📈 🧠 Why it works
✋ Limitations
🏢 Companies using this
⚡ Steps to implement
😜 BonusClever(-ish) jokes I found while writing this
🔍 Study typeOnline experiments and market observation (analysis of 4,464 tweets from Netflix, Hulu, Moonpie, and Little Debbie’s, rated for their humor by 1,350 people) 📖 ResearchAha Over Haha: Brands Benefit More From Being Clever Than From Being Funny. Journal of Consumer Psychology (May 2022) 🏫 Researchers
Remember: This is a new scientific discovery. In the future it will probably be better understood and could even be proven wrong (that’s how science works). It may also not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely. Rate today’s insight to help me make Ariyh's next insights 🎓 even more useful 📈 How was today’s insight?
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Key phrases
Older messages
🎓 When 1¢ sells more than free
Tuesday, May 17, 2022
Promotions that offer an extra upgrade (eg a bigger size, an additional product) sell more if people need to pay a small amount for the upgrade (eg 1¢), instead of getting it for free.
🎓 Paid subscriptions increase sales of your other products
Tuesday, May 10, 2022
A paid subscription that gives special benefits to members (eg Amazon Prime's free shipping) increased spending at a retailer by more than 3x. Two-thirds of the boost was psychologically-driven.
🎓 Cats and dogs increase sales
Tuesday, May 3, 2022
Dogs make people more attracted to products focused on gains (eg fun experiences, risky gambles, meeting new people). Cats increase sales of products that avoid losses (eg safety, health).
🎓 People watch high energy ads more
Tuesday, April 26, 2022
An analysis of views of 27000 TV ads from 3200 brands found a strong correlation between ad energy and the probability of viewing it.
🎓 Reply to all reviews
Tuesday, April 19, 2022
When hotels started to consistently respond to reviews on TripAdvisor, they received 12% more reviews and their star ratings increased 0.12.
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