Humor and Timing of Social Media Content Releases Growing More Important

Analysts talk about the importance of reaching consumers across multiple channels with consistent branding and promotional laughingsocialmediamessages.  However, there’s one format that demands a different strategy. Marketers who want their content to be shared or to go viral on social media should incorporate humor and they should also pay attention to which day of the week they release their new promotions.

In the new Ipsos Open Thinking Exchange survey, researchers queried consumers in several countries about what they look at on social media and which items they’re most likely to share. Compared to citizens of other countries (43%), U.S. consumers like to share funny content (49%). These findings parallel another Ipsos study from last year which showed that over half of Americans enjoy humor in their online ads.

Here’s why Americans share content they find online with other social media users:

  • It’s interesting 65%
  • It’s funny 49%
  • It’s important 43%
  • It’s unique 37%
  • To add support to a cause or belief 32%
  • To recommend a product/​book/​service/​movie 29%

In addition, to trying to amuse consumers, marketers can try to appeal to other emotions. Unruly’s Science of Sharing report reveals that marketers who want their content to go viral should aim for the  intense emotions of ‘warmth’ , ‘happiness’ or ‘pride’. This can be tough to pull off because marketers must also avoid confusing the target audience, an outcome that will cause the effort to fall flat. There’s also a timing angle, Unruly suggests. Posting content on a Wednesday is associated with the highest rate of going viral on Fridays.

Have you used humor in your social media posts? Have you noticed if releasing the content on a Wednesday drives more interest by Friday?

[Sources: Science of Sharing. Unrulymedia​.com. 2013. Web. 16 Sep. 2013; Global Sharers on Social Media. ipsos​-na​.com. 3 Sep. 2013. Web. 16 Sep. 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.