For years, brands have chased aspiration; perfect lighting, flawless smiles and homes so immaculate they barely look lived in. But more recently, this has changed and it’s becoming the norm for retailers to poke fun at their own ads or for B2B brands to drop the corporate front. Humour has crept back into marketing, and audiences are here for it.

Humorous content consistently outperforms serious posts across social platforms. It’s more shareable, more memorable, and more human. Even in B2B, where brands once feared being too casual, posts with personality are the ones people actually engage with.

So, what’s driving the shift?

A cultural reset

After years of uncertainty and rising costs, audiences appear tired of being sold perfection. They want brands that feel approachable, not aspirational. Something that makes them smile as they scroll.

Humour taps into that as it’s familiar and grounding; a reminder that brands are run by people, not algorithms. In fact, Kantar data shows ads that make people smile are nine times more likely to drive long-term brand growth than those that aim to impress.

Relatable beats remarkable

Some of the most successful campaigns of recent years have come from brands that stopped trying to sound like advertisers. Duolingo’s chaotic TikToks, Aldi’s pop-culture parodies, and Ryanair’s sarcastic tone all thrive because they talk to people the same way their audiences talk to each other.

And this is where knowing your audience really matters. What one group finds funny, another might find irritating or off-brand. The key isn’t just to “be funny”, it’s to understand what kind of humour fits your brand, your sector, and your audience’s mindset.

Not every brand should try it

Humour isn’t a silver bullet. For brands in more serious or safety-critical sectors, getting it wrong can erode trust. Even in less critical categories, a misjudged tone can jar if it clashes with the brand’s purpose or values.

That doesn’t mean humour is off-limits, but it does mean it should be tested properly before going live.

Testing what really lands

This is where research comes in. Message testing helps identify whether an idea lands as intended, before it reaches the public. It’s a chance to see how humour affects recall, perception, and brand warmth across different segments.

Then, qualitative research can take that one step further, exploring tone, style and boundaries. What makes something feel clever rather than crass? Where’s the line between relatable and try-hard? Understanding those nuances helps brands find the right balance.

Of course, these research approaches are only practical for more traditional advertising – TV campaigns, large-scale creative concepts or brand platforms where there’s time and budget to test before launch. For fast-moving environments like TikTok or reactive social content, this approach isn’t realistic.

In those cases, it’s about doing the research upfront; building a deep understanding of your audience’s humour, tone and boundaries so you can act quickly and confidently when opportunities arise.

The case for taking humour seriously

At its best, humour is a shortcut to connection. It disarms people, creates positive emotion and keeps your brand top of mind. But it’s also one of the few creative levers that can’t be faked – and that’s what makes it powerful.

For brands bold enough to show a lighter side, the reward is differentiation in a sea of sameness. For those who aren’t sure whether it’s a good fit, research can provide this clarity. Because while humour will never be right for everyone, the brands who understand when it works well, will always be the ones that stand out.

To find out more about how Clusters can help you to better understand your audience, click here to request a free consultation.