Humor and social media in 2025: viral asset or brand risk?

In a world where news feeds overflow with content, grabbing attention has become a real challenge. Brands compete in creativity to stand out, and humor is often one of the most effective tools. But is it always a good idea to rely on laughter?

Humor can attract, retain, and spark conversation, but it can also distract from the product, damage credibility, or worse.

Attention and shares

Research shows that content triggering an emotional reaction (surprise, joy, or laughter) is twice as likely to be shared compared to neutral content. No wonder humor has become one of brands’ favorite weapons to stand out online.

Advertising studies confirm the same trend. Humor captures attention more easily, improves brand perception, and can even encourage purchases, as long as it’s tied to the product. On TikTok, it’s clear: funny videos have an average completion rate 25% higher than traditional promotional videos. Proof that audiences prefer smiling over “being sold to” and stay longer when the content is light and engaging.

Humanization and proximity

By integrating humor, a brand gets closer to its communities and reduces perceived distance.

Beyond visibility, humor creates connection. A funny campaign can make a brand feel more accessible and likable. Humorous ads generate nearly 50% higher recall than average. It’s a lever that humanizes the company and builds closeness with its communities. Duolingo’s TikTok presence is a perfect example: by using a playful, offbeat tone, the brand saw organic mentions skyrocket and awareness soar.

The risks

Humor works when it is benign (theory of benign violation), meaning a transgression perceived as harmless.

But poorly calibrated humor can distract from the main message. This is the “vampire effect”: people remember the joke but not the brand. In sensitive industries like health, finance, or aviation safety, humor can even reduce credibility. A recent study found that 36% of consumers view a brand as “less serious” if its humor feels inappropriate.

Platforms also have rules to consider. TikTok and Meta are becoming stricter: content deemed offensive, mocking, or borderline can be penalized in distribution or even removed. Humor that “punches down” should be avoided.

Best practices

To use humor wisely, a few simple rules apply:

1. Favor self-deprecation: laughing at yourself is safer than laughing at others.
2. Adapt the format: on TikTok, short jokes (5–15 seconds) work best, while LinkedIn calls for a more subtle or situational tone.
3. Test before posting: internal polls or A/B tests help prevent missteps.
4. Have a crisis plan: be ready to react quickly if reception turns negative.

BDK’s advice

Let’s be clear: if your brand isn’t at least somewhat funny and social, good luck breaking through in 2025. Users want entertainment first, not a flood of promotions. Humor is a powerful shortcut to show your community that following you means guaranteed daily smiles.

Finding the right balance takes trial and error (and that’s fine)! The “delete” button is always there if a post falls flat or goes off track. What matters is daring to try. Humor works best through surprise: that little twist that sparks a share or an instant like.

At BDK, we see it every day. The clients experiencing the strongest growth are those bold enough to be social and funny. Take Nolinor Aviation or Habitations CBA: their accessible, sometimes playful tone creates real closeness with their communities and drives results.

Humor on social media is a powerful accelerator of attention and connection. It can turn a bland message into viral content, strengthen affinity, and even influence purchase decisions. But it’s a tool that requires finesse. Humor works when it serves the brand, not when it hides it.

In 2025, the real challenge for businesses isn’t just making people laugh, but making them smile while remaining credible and memorable.

Need help with your social media? Contact us today.