Social media has changed the advertising landscape, prompting brands to engage with each other through humor and playful interactions instead of traditional ads aimed at consumers. This shift fosters more human-like connections between brands, making their marketing feel less scripted and more spontaneous. Research indicates that such interactions resonate with audiences, encouraging them to engage and remember brands. By blending entertainment with advertising, brands can create memorable moments that cut through the noise of traditional advertising, thus capturing consumer attention through humor and relatability.
The days when people sat through a 30-second TV ad because they had no choice are long gone. Now they can quickly swipe past anything that feels too much like selling.
Humour, especially online, is a powerful emotional hook. It invites people to share the content - great news if you have a product to sell.
Brand 'banter' doesn't feel like an ad (even though it has a commercial purpose). It can feel unscripted, human and weirdly fun, cutting through in a way traditional advertising can't.
Brands are becoming more human in their interactions - especially with each other. Instead of posting directly to consumers, brands increasingly engage with each other.
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