Humor, regardless of context, is a powerful tool when executed well. This couldn’t be more true in social media, where content is expected to really stand out to gain engagement. Lately, a lot of brands have been using dark humour in social media marketing to resonate better with their audiences. In this article, we will discuss how effective this is and if there are other considerations before using it in your digital marketing strategy. 

Dark humour in Social Media Marketing and Gen Z

There is no other age group that has mastered the art of dark humour than Gen Z. Additionally, Gen Z utilizes self-deprecating dark humor to express themselves on social media. The approach shares its similarities with the prolific use of memes. Back in the time when millennials were the number one audience of social media.

Now with Gen Z being among the most active users of social media, their preferred style of communication is something brands should consider if they want to catch their attention. But how exactly do you apply dark humour in social media marketing and are there any boundaries that should be considered? 

The do’s and don’ts of using dark humour in Social Media Marketing

Here are tips on how you can properly incorporate them.

Consider your target audience

While the dominance of the younger generation is present in social media. That doesn’t mean they are YOUR target audience. Before deciding to use a target group’s preferred tone, ask yourself: is this the segment that my brand is trying to appeal to? If your answer is no, then stick to the best voice that your market can relate with. 

Do not forget about your brand identity

One of the most common mistakes that brands make is to market themselves in a way that does not resonate with their identity. Imagine an upscale makeup brand that used to speak in a luxurious tone suddenly shifting to dark humor. It would be out of place, right? Before using this approach in social media, 

it’s best to see if it will make sense based on your brand identity.

A good example of this is when a popular ride-hailing provider in the Philippines started leaning towards more humorous posts. During the first phases of the campaign, many comments on their creatives expressed how they were trying hard to copy the approach of another motorcycle ride-hailing provider who is more known for their dark humor. This shows how even more discerning people have become when it comes to consuming content. 

Know your boundaries

Using dark humour in social media marketing can be tricky. While it is effective in connecting well with your audience, it can also quickly put you in hot water. Let’s use the motorcycle ride-hailing app again as an example. In one of its campaigns, the brand used an illustration of a girl stuck in traffic with the copy “Stepdad, I’m stuck (in traffic).” A promo code of ANGKASDADDY was also featured in the ad.

The post quickly earned some criticism from Twitter users who said that it is a disturbing approach that promotes sexual exploitation. The brand, despite being known for its approach in posts, quickly withdrew the campaign from its marketing channels.

This is a good example of lines that shouldn’t be crossed when using dark humor in social media. Especially in a time when people are very invested in social issues, one should not forget to consider the sensitivities that can trigger the public. 

Consider the social media platform

Different social media platforms can also have their style of voice. For example, your followers on Facebook might prefer a different tone than your followers on Twitter. You cannot post the same laid-back copy that you are using on TikTok on a more professional platform like LinkedIn. 

To know how and where you can use dark humor, take a look at your audience analytics. Your data can give you better insight into where you can be more freewheeling with your social media approach.

Talk to your audience

You can easily prevent going overboard with dark humour by actually talking to those who are best at it. Take time to engage with your audience to see which topics they are willing to laugh about and which can touch a nerve. And yes, this needs to be done across ages and not just the younger generation. 

Tapping into the right strategy and partner

Using dark humour in social media marketing can be quite complex. If you’ve been considering using it on the digital marketing strategy for your business, tapping a professional can help make sure that it’s executed well.  That is something that we can do for you here at Eight Media. We are a digital marketing agency that offers a full stack of services such as Content Marketing, Web Development, Digital Ads Management, and Social Media Marketing. Through our four-step process that includes planning, creation, activation, and analysis, we have helped entrepreneurs break new barriers through the power of digital marketing. 

You can book a free consultation with us here to see how we can help your business. You can also subscribe to our newsletter to stay updated on articles like this.