Social media has become an essential platform for businesses and brands to connect with their target audience, foster engagement, and build brand loyalty. When it comes to successful social media marketing, we often hear recommendations about injecting humour and keeping up with the trends to capture our followers’ attention.
Social media users, especially the younger generation, have grown sick of pushy, traditional advertising and would rather patronise businesses with an authentic marketing approach. They love it when brands become more “human” by posting funny memes, social media reels, pop culture references, and anything trendy and relatable.
When executed correctly, these trendy elements can capture the attention of your target consumers and create a powerful bond. However, being too chill and laid back comes with a couple of risks. When used inappropriately, these seemingly fun tactics can backfire, leading to public backlash, reputational damage, and even loss of loyal customers.
In this article, let’s delve into the potential pitfalls of using humour and trends in social media marketing. Here, we’ll provide insights into common mistakes, how they can go wrong, and how to resolve them.
1. Insensitive jokes and lack of cultural awareness
Humour is subjective, and one of the most significant risks businesses face is offending or alienating their audience. Insensitive jokes and inappropriate memes about one’s race, culture, body or insecurities, sexual orientation, and other sensitive topics can quickly generate negative sentiment.
Before engaging in any form of humorous content creation, brands need to exercise caution. Make sure to invest in research and maintain a thorough understanding of their audience’s cultural nuances.
2. Trying so hard to sound relatable
Authenticity is the cornerstone of successful social media marketing. When brands attempt to ride the wave of popular trends or memes without genuine relevance to their products, services, or brand identity, it often comes across as forced and cringe. One example is using a funny quote from a viral Tiktok video about a movie and trying so hard to relate it to your coffee.
Posting humorous content that doesn’t resonate with your audience and their goals is embarrassing. Users are quick to detect inauthentic attempts, which can lead to skepticism and a loss of trust in the brand.
Make sure to build meaningful connections and maintain credibility. Seek a professional digital marketing agency, which can help you align your content and engagement with your core values, mission, and target audience’s interests.
3. Funny joke for the wrong audience
Understanding the target audience is crucial for effective social media marketing. When incorporating humor, brands must have a clear grasp of their audience’s tastes, preferences, and sensibilities. Misjudging what will resonate with the target demographic can result in content that falls flat or, worse, offends.
What may seem amusing or harmless yesterday can become controversial or socially unacceptable today. And what may seem funny for a particular generation may offend another. For instance, the older generation may take insulting jokes and slapstick comedy lightly. However, the feedback won’t be the same for the younger generation, which has embraced body positivity, mental health awareness, and cultural diversity.
4. Outdated memes and jokes
In the fast-paced world of social media, trends, and memes can quickly change and evolve. What was catchy a few months ago may be outdated and “cringe-worthy” now. Businesses need to conduct regular social listening, monitor ongoing conversations, and adapt their social media strategies accordingly.
Thorough audience research, data analysis, and ongoing engagement are vital for aligning the content strategy with what truly appeals to them.
5. Wrong timing
Sample situation: Let’s say you run a beach resort, and scuba diving is one of the activities you offer. You want to promote your area’s diverse marine life, so you come up with the quote, “No need to board a submarine to witness the wonderful world under the sea.”
That may sound harmless a few months ago, even clever. But not today when the story about the Titan submarine that killed 5 people is all over the news.
While humor, memes, and trends can inject vitality and relatability into social media marketing, businesses must exercise caution and strategic thinking. Misplaced humor and inappropriate use of memes and trends can result in significant repercussions, tarnishing a brand’s reputation and eroding consumer trust.
By being sensitive, authentic, culturally aware, and vigilant about changing trends, businesses can navigate the social media landscape successfully, creating engaging, memorable content that resonates positively with their target audience. Ultimately, a well-informed and thoughtful approach to social media marketing will lead to stronger brand connections and lasting success.
Author Bio: Carmina Natividad is a web content writer during the day and a foodie, musician, coffee connoisseur, and plant mom when her day shift is over. She enjoys sharing her insights about blogging, web design, SEO, and other forms of digital marketing. To know more about digital marketing, check out the blogs of SPRINT DIGITAL Agency Dublin.
