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How can you use humor in copywriting for SMO without offending your audience?

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Humor can be a powerful tool for engaging your audience, boosting your brand personality, and creating memorable content. But it can also backfire if you use it inappropriately, offensively, or insensitively. In this article, you'll learn how to use humor in copywriting for social media optimization (SMO) without alienating or upsetting your followers.

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1 Know your audience

The first step to using humor in copywriting for SMO is to know your audience. What are their demographics, interests, preferences, and pain points? What kind of humor do they appreciate and relate to? What kind of humor do they find offensive or inappropriate? You can use tools like surveys, polls, analytics, and social listening to gather insights about your audience and tailor your humor accordingly. For example, if your audience is mostly millennials, you might use memes, pop culture references, and sarcasm. If your audience is mostly seniors, you might use puns, anecdotes, and irony.

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Kelly Ellis

Google Maps Placement Experts
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Humor based campaigns may have less resonance in the long term. An example of effective long term campaigns that buck this scenario; Dunkin' Donuts ad with the guy endlessly needing sleep. Bartle's and James had a hot campaign as well that lasted years. More recently we have the Pooh-pourri ads with the lovely woman in the cow field. So, I find humor great for a short term campaign or an product or service introduction, but frequently, people remember the funny and not the product. For instance, there has recently been very funny ads for a sub-sandwich chain, where their competitor is a 'mob-criminal' type guy (played brilliantly by Brad Garrett), you probably remember the commercials, but can you name the product?

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2 Know your brand

The second step to using humor in copywriting for SMO is to know your brand. What are your values, mission, vision, and personality? How do you want to be perceived by your audience and competitors? What kind of humor aligns with your brand voice and tone? You can use tools like brand guidelines, style guides, and voice charts to define and communicate your brand identity and humor style. For example, if your brand is playful, friendly, and casual, you might use jokes, emojis, and slang. If your brand is professional, authoritative, and formal, you might use wit, metaphors, and hyperbole.

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3 Know your platform

The third step to using humor in copywriting for SMO is to know your platform. What are the features, formats, and best practices of each social media channel? How do they affect the way you deliver and consume humor? How do they influence the expectations and behaviors of your audience? You can use tools like platform guidelines, trends, and analytics to optimize your humor for each channel. For example, if you're using Twitter, you might use hashtags, retweets, and mentions to create and join humorous conversations. If you're using Instagram, you might use filters, stickers, and stories to add visual humor to your content.

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4 Know your goal

The fourth step to using humor in copywriting for SMO is to know your goal. What are you trying to achieve with your humor? How does it support your overall SMO strategy and objectives? How will you measure its effectiveness and impact? You can use tools like SMART goals, KPIs, and metrics to align your humor with your purpose and track your results. For example, if your goal is to increase awareness, you might use humor to attract attention, generate buzz, and encourage sharing. If your goal is to increase conversions, you might use humor to build trust, overcome objections, and persuade action.

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5 Know your limits

The fifth step to using humor in copywriting for SMO is to know your limits. What are the risks, challenges, and pitfalls of using humor? How can you avoid or overcome them? How can you handle negative feedback, criticism, or backlash? You can use tools like risk assessment, contingency plans, and crisis management to prevent and deal with humor disasters. For example, if you're using humor to address a sensitive or controversial topic, you might use empathy, disclaimer, and apology to avoid or reduce offense. If you're using humor to poke fun at yourself or your competitors, you might use self-deprecation, exaggeration, and compliment to avoid or mitigate hostility.

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Wiktoria Kotelba

Owner @ OUICO ?? | Social Media Marketing Specialist | MSc Business and Management
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Here we can take Gen Z, for instance—known for a more 'blunt' humour style laden with references to current trends, ever often from TikTok. Humour there is strongly sarcastic and often vulgar, so we have to remember that we're not sending a meme or a jest to our friend. While this approach can be trendy and effective, it's crucial to recognize that not all recipients may share the same cultural references or appreciate the sarcasm. In the professional realm of SMO, where our audience spans different generations and backgrounds, we must approach humour with caution. Unlike sharing a meme with a friend, professional copywriting demands a broader perspective. The jests should be inclusive, avoiding potential misunderstandings or offence.

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6 Know your sources

The sixth and final step to using humor in copywriting for SMO is to know your sources. Where can you find inspiration, ideas, and examples of humor? How can you learn and improve your humor skills and techniques? How can you test and refine your humor before publishing? You can use tools like humor books, blogs, podcasts, and courses to educate and entertain yourself. You can also use tools like humor generators, templates, and checklists to create and polish your humor. And you can use tools like feedback, reviews, and split tests to evaluate and optimize your humor.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Kason Kentner

Link in bio ???? @Golden-Ticket-Connections | Paid Ads | SEO | Content Creation | Email Marketing | Sales | Fluent in Portuguese | Excel
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When thinking of an example of a company who incorporates humor in their copywriting for SMO, I think if Wendy’s. They understand their audience well enough that they are able to create a unique brand voice that comes off humorous. It’s just something people expect from Wendy’s. Likewise, it’s crucial that you know exactly who your audience is before incorporating humor in your copywriting. Once you understand your audience, you can begin to build your brand’s voice. Just make sure you are consistent with whatever you decide to do.

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Wiktoria Kotelba

Owner @ OUICO ?? | Social Media Marketing Specialist | MSc Business and Management
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Always bear in mind that what may be hilariously on point to us could be confusing or unfunny (and that's what a real prankster fears most) to others. To navigate this, it's always best to consult your ideas with a diverse group before publishing. This precaution helps ensure that your jests resonate positively with a broader audience and minimises the risk of alienating or offending any segment of your target demographic.

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How can you use humor in copywriting for SMO without offending your audience?

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1 Know your audience

2 Know your brand

3 Know your platform

4 Know your goal

5 Know your limits

6 Know your sources

7 Here’s what else to consider

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