HUMOR WORKS FOR B2B TOO

Summary from the TLDR Marketing newsletter

Humor in B2B ads can make people like the ad and the brand more, especially when the humor connects to the product and the audience is not rushed. Experiments found that funny B2B ads improved attitudes toward the ad by 19.9%, improved attitudes toward the brand by 17.9%, and increased the chance of people searching for more information by 8.6%. In another test, a funny cleaning service ad led to 19.3% better brand attitudes among people who were not in a hurry. The effect works best when the humor relates directly to the product, weakens when people are busy, and does not help much if the audience is already a customer.