How to Create Hilarious Video Content

 

 

Everyone loves to laugh. Even people who say they don't like "comedy" still love to laugh; what they don't like is the genre framework. And the framework, or the context, is everything. Because as much as people like to laugh, exactly what they are laughing at can vary wildly depending on a number of factors: age, education, and cultural background, just to name a few. There's a reason comedy films almost never become international blockbusters: humor rarely translates well across borders because the context of each country is so specific and the nature of the language so complex, that jokes just don't travel.

But even with all of this in mind, comedy is still one of the most powerful tools you have access to as a content marketer. During a Content Marketing World talk, Tim Washer (who has written for several late-night talk shows and worked as a "corporate comedian" with international clients like Google, FedEx and Pepsi) urged brands not to take themselves too seriously. Comedy, Washer argued, was a powerful way to get a point across "efficiently and inexpensively." So why shouldn't brands use a sense of humor in their content and learn to manage the balance between high risk and high reward that goes along with it?

Here are some helpful tips we've put together to help his team create genuinely fun content that supports and elevates his brand, while genuinely engaging audiences.

Keep it simple

Shakespeare once wrote that "brevity is the soul of wit," and while those words may have come from the mouth of the fool Polonius of Hamlet, there is still a certain truth to them, and especially when it comes to comedy, the less it tends to be more.

We've already written extensively about Gen Z and younger audiences' thirst for authentic video content. In the case of comedy, the most authentic route is also usually the easiest. The more your brand spreads trying to be funny, the more fake it will appear. Never forget that the eternal paradox of content marketing is that while no impactful content was created without serious effort, nothing is less attractive than the perception of that effort. In short, nobody likes quizzes, and few things are as much fun as someone who publicly insists they are fun.

Think of some of the most popular jokes in the world: "Knock-knock." Why did the chicken cross the street? ”Etc. the power of it comes from its simplicity, variability and general familiarity. Audiences do not need to alter their mental context to understand them and, more importantly, to enjoy them. So instead of lashing out at your viewers with tons of elaborate, high-energy humor, take a step back to evaluate your core message. Then find a way to communicate it directly and persuasively, using humor as a tool that helps convey your brand's aesthetic, rather than loudly distracting you.

Embrace empathy

Another timeless maxim of the content marketing industry, but one that is often lost in the confusion, is that we are not creating funny videos for ourselves. Everything we do is for the client. For this, in comedy as in everything else, empathy is essential. That means that before your brand tries to create something comical, you must first ask yourself, "What would my audience find funny and why?"

Analyze your pain points, how your products or services alleviate those pains, and the space where these factors intersect in a humorous way like download funny videos. It's a fine line to walk - you want to bring a sense of lightness to your potential clients' very real struggles, without inadvertently making them feel like the butt of the joke. Once you know what drives your customers crazy, you can illustrate those issues with an empathetic sense of humor. Share your pain and then reveal how your brand helps ease it.

This may seem small or obvious, but most companies don't really understand how undervalued customers feel. Almost every facet of modern marketing has become increasingly impersonal with increasing digitization and automation, so even a trace of genuine empathy or compassion can help elevate your comic content. Try to think of your relationship with clients as a long-term marriage. If your spouse made their favorite dinner without even asking, wouldn't you feel comforted that they intuitively understand your wants and needs? It's the same in marketing. Make customers laugh at their problems and they will know that your brand really stands behind them.

Expect the unexpected

All funny videos online is fundamentally based on the fulfillment and subversion of expectations. A good joke lulls you into a false sense of confidence ("Oh, I know what that duck is going to say to the waiter!") And then pulls the rug off you. Conventional situations turn upside down. The world you thought you understood is upside down. They catch you off guard through a mix of art, deception, and unpredictable ridiculousness, which results, hopefully, in a laugh or two.

Because content marketing has become so prevalent, producing truly original concepts can seem almost impossible. People say that all the stories in the world have already been told 10,000 times before. Well, the same goes for jokes, so your brand needs to work twice as hard to create something original.

Fortunately, one of the most effective ways to do this is by lampooning or subverting the conventions of content marketing itself. What does your audience expect from your brand content or content from other similar brands to watch funny videos? And how can you play with those expectations in a fun and true to the spirit of your product? By reverse engineering standard broadcast content, you can get closer to exceeding the high bar of audience expectations. And as we said before, knowing your audience is the best way to put them on your side; not only knowing what is funny to them, but also knowing what is not funny to them. You can't really distinguish yourself from the package for trending videos without knowing what that package is in the first place.

Don't think funny

In an article for the Native Advertising Institute, author and marketing expert Kathy Klotz-Guest argues that "Humor is human." Comedy disrupts the linearity of modern life and lowers our inhibitions to make connections. In other words, it guides us to all the things that make life worthwhile.

When your brand tries to create comedy viral videos content, don't just focus on the jokes. Try to keep your eyes on what that laugh is supposed to accomplish, from selling your product to generating a sense of community. Comedy uplifts audiences and highlights harsh realities in a productive and encouraging way. Honor that spirit by keeping things simple, empathizing with your customers, and exploring the unexpected, and watch your brand flourish as a result.