In recent years, social media has undergone a notable shift in user preferences, moving away from polished, aspirational content to favour more humorous and authentic styles. This transition reflects broader cultural and economic forces influencing consumer behaviour, and it has important implications for brands and influencers seeking to remain relevant and engaging on platforms like Instagram.

A growing preference for humour and authenticity

New data from our recent study highlights this trend starkly; only 3% of users picked aspirational content as their preferred type of content on social media, with humour (14%), authenticity (13%), and relatability (10%) ranking much higher. These insights align with recent findings from Nextatlas, which reveal that consumers increasingly value relatability over the traditional, idealised portrayals of success​.

This shift is likely due to the economic climate, where many are finding the highly curated “perfect” images of wealth and success to be unrealistic or even alienating. Humorous content provides a relatable escape, bringing a sense of shared experience and light-heartedness to users’ feeds. Additionally, content that feels authentic, relatable, or even thought-provoking resonates with audiences looking for substance and honesty in digital spaces​.

Why humour is winning over audiences

In times of uncertainty, humorous content serves a dual purpose; it lightens the mood and fosters a sense of connection among viewers. As McKinsey has observed, consumers are increasingly seeking out content that feels meaningful and inclusive, yet not overly polished or unattainable​.

In line with this, platforms like Instagram, which have traditionally promoted highly curated imagery, are seeing a rise in influencer accounts that focus on comedic content, using memes, playful captions, or self-deprecating humour to connect with followers. Influencers and brands alike are now pivoting in this direction, as humorous content often generates higher engagement rates than traditional aspirational posts.

Balancing brand voice with humour

For brands looking to embrace this trend, the key is to find the right balance between authenticity and professionalism. Humour should feel natural, not forced, and align with the brand’s values and image. Brands that successfully tap into humour without losing sight of their core messaging can foster stronger, more authentic connections with their audiences​.

What’s next?

The preference for humorous, authentic content is likely to remain strong, with consumers prioritising relatable, human-centred posts over highly polished narratives. As brands and influencers continue to adjust their strategies, those who can engage audiences with humour and a genuine voice will have an advantage over their competitors.

This trend underscores an important reality for marketers in 2024; consumers are less interested in content that aims to impress and more drawn to content that feels real, approachable, and, most importantly, enjoyable.