Snapchat Report Examines Youth Humor in Marketing

Snapchat Publishes New Report on Humor Connections Among Younger Audiences

Snapchat published a new report that looks at how younger audiences connect through humor and examines the value of using comedy in marketing promotions. The full report is available on the official Snapchat for Business site at https://forbusiness.snapchat.com/blog/how-to-laugh-and-win-nextgen.

Humor is a universal connector and has always been one of the most powerful drivers of engagement across all age groups. However, this study specifically examines what qualifies as humor among younger audience subsets.

As Snapchat said: “What’s 67? What’s aura farming? What’s unc? To the older generations, young people’s humor can feel difficult to decode. Yet beneath the memes, inside jokes, and absurd internet trends is something much bigger: a generation using humor as one of its primary social languages.”

Survey Partnership and Scope

To dig deeper into what young people find funny, Snapchat partnered with Omnicom to survey more than 6,000 social media users aged between 13 and 28 from the U.S., U.K., Canada, France, Germany and India.

The report attempts to provide more context around what young people will respond to, and how brands can use that in their outreach efforts. The report examines how young audiences connect around humorous content.

Preferences for Brand Humor Among Young Users

Response data showed that young audiences were keen to see brands lean into humor in their promotions.

However, such attempts often fall flat.

Contextualizing What Younger Audiences Find Funny

To help with this, Snapchat tried to contextualize what’s funny in the eyes of younger audiences in an attempt to inform content approaches.

The report tries to provide a basic structure for comedy writing, in order to provide guidance for marketers looking to connect with young audiences.

Guidance and Challenges for Marketers

This may be the first time that a social platform has sought to break down the mechanics of being funny, and creating comedic content that appeals to a certain audience.

The challenge here is that being creative, and writing engaging, humorous content, can’t be commodified to this degree. Brands need a level of audience understanding and marketers need to have a natural ability and some self-awareness to pull off a truly resonant comedy idea. Simply put, Snapchat can’t teach a brand to be funny.

But maybe, with these notes, more marketers can lean into the latest comedic trends and behaviors, and create campaigns that better align with what younger users will respond to. like.tg continues monitoring social media platform updates.