Stand Out From the Crowd: Embrace Playful Marketing

For years, a certain level of formality dominated the marketing world. Serious brands with serious messaging were the gold standard.

But something’s shifted.

Scroll through TikTok or Instagram and you’ll see a different story.

Big brands, once the leaders of corporate speak, are embracing a playful, even “unhinged,” marketing approach to connect with audiences. Look at the comments on a viral TikTok, such as this dog yelping into a pillow, or a TikTok from RyanAir about missing a flight, and you’ll see comments from brands like Google and Royal Caribbean.

Duolingo’s sassy owl mascot went viral for twerking, Wendy’s dishes out unapologetically snarky Tweets, and Nutter Butter’s meme-worthy TikTok campaigns. This isn’t just a trend or a bizarre marketing strategy; it’s a sign that marketing is evolving.

The Rise of Playful Brands

Why the shift? A few key factors are at play:

• Gen Z’s Influence: This generation, raised on memes and internet humor, values authenticity and connection. They can sniff out inauthenticity a mile away and crave brands that feel real and relatable.This is even more pronounced now that Gen Z is entering the workforce and influencing not only consumer preferences but also B2B buying decisions. They expect brands to communicate with them in a way that feels genuine, engaging, and relevant to their digital-first worldview. Some might even say Gen Z broke the marketing funnel.

• The Power of Social Media: Platforms like TikTok and Instagram reward creativity and humor. Brands that can tap into these elements are more likely to go viral and capture attention.
• A Need for Differentiation: In a crowded marketplace, brands need to stand out. Playfulness can be a powerful differentiator, helping brands cut through the noise and be remembered.

Should your business embrace the “unhinged” playful brand marketing strategy?

Not every brand is destined to be the class clown and have the best memes. While playfulness can be incredibly effective, it’s crucial to consider if it aligns with your brand identity and target audience.

For example, if you are a healthcare provider, especially if you are dealing with serious illness or end-of-life care, this is likely not the strategy for you.

To help you decide if this is something you would like to implement, think of the following:

1. Your Audience:

• Is your audience more traditional and conservative, or are they open to a less formal approach?
• What are their pain points? Can humor be used to address these in a way that’s both helpful and engaging?
• Where do they spend their time online, both personally and professionally? Are these platforms an appropriate place for humor?

2. Your Brand:

• What is your brand personality? Are you known for being serious and reliable, or innovative and disruptive?
• What are your brand values? Does humor complement these values, or could it create dissonance?
• What is your industry? Some industries (like finance or healthcare) might require a more conservative approach.

3. Your Resources:

• Do you have the creative resources to consistently produce playful content? It requires time, effort, and talent.
• Are you comfortable taking risks? Playful brand marketing can sometimes be unpredictable.
• Are you prepared to monitor and respond to feedback? Not all humor will land perfectly.

Ultimately, the decision to embrace playfulness is a strategic one. If done well, it can help you connect with your audience on a deeper level, build stronger relationships, and stand out from the competition. However, it’s important to be thoughtful and intentional in your approach.

B2B Brands Can Play Too

While it might seem like playful marketing is better suited for B2C brands, B2B companies can also reap the rewards of a less buttoned-up approach. Remember, even in the B2B world, you’re still marketing to people. And people connect with brands that are genuine, relatable, and, yes, even a bit fun.

Here’s how B2B brands can embrace playfulness:

• Don’t shy away from humor: Injecting wit and humor into your website copy, social media posts, or even email marketing can make your brand more memorable and approachable.
  • Ex. Try a witty email subject line in your next email and see how your open rate is impacted.
• Show the human side of your business: Share behind-the-scenes content, employee spotlights, or even bloopers to humanize your brand and build trust with your audience.
  • Ex. Did you just record a video for your company? Share some bloopers on social media!
• Use creative visuals: Instead of relying solely on stock photos, use illustrations, animations, or even memes to capture attention and convey your message in a more engaging way.
  • Ex. SEMrush hits on a pain point of their target audience with this meme.
    
• Don’t be afraid to be self-deprecating: Poking fun at yourself can be a great way to show that you don’t take yourself too seriously. This can make your brand appear more authentic and relatable.
  • Ex: If your CEO only eats doritos and drinks red bull, post a joke about it on social media *cough* Farotech’s CEO *cough*

Examples of B2B Brands That Challenge The Status Quo:

• Mailchimp: Known for its quirky voice and helpful resources, Mailchimp uses humor and personality to connect with its audience of small businesses and marketers.
• Slack: The workplace communication platform uses a friendly and approachable tone in its marketing materials, often incorporating humor and relatable scenarios.
• SEMrush: This SEO tool provider goes beyond dry data and analytics. Their blog and social media are packed with engaging content, including humorous takes on industry trends, relatable memes, and even the occasional quirky cartoon. They’re not afraid to have fun with their brand, while still providing valuable insights for their audience of marketers and businesses.

By embracing a more playful brand approach, B2B brands can differentiate themselves from the competition, build stronger relationships with their audience, and ultimately drive more business.

Sources and related content.

Need Help Deciding?

If you’re unsure whether a playful approach aligns with your brand, or if you need help defining your brand identity in the first place, Farotech can help. Our team of branding experts can help you craft a unique and authentic brand personality that resonates with your target audience, whether it’s playful and whimsical or sophisticated and refined. Contact us today to learn how we can help you create a brand that truly shines.