One of the best ways to disarm a guarded person is to make them laugh. That’s why so many traditional T.V. spots and YouTube ads use humour to build brand awareness and increase sales. Funny product demos stand among them.
In fact, some of the most effective product videos involve comedy. If you already produce product demos, it may be worthwhile for you to incorporate humour into your video marketing strategy.
The simple answer to creating funny product demos is to have comedic-minded people produce them. And if you already have success with humour, then you just need to look back at what you did for insights on what to do now. But there’s more to creating a funny product demo than just relying on past successes.
The starting point is to determine how to use humour in such a way that captures the daily life experiences of your audience while highlighting your product’s USPs and capabilities. A good example of this comes from Dollar Shave Club, a men’s grooming line known for its razors and humorous viral videos.
Created by Michael Dubin, Dollar Shave Club uses a combination of techniques that can help you create funny product demos that are effective as well.
There is a dark side to humour, of course. Even though a brand’s intention is to take a light-hearted approach, it can come across as offensive or prejudiced. A joke that doesn’t land is quite honestly more desirable than creating a video that violates certain taboos.
The tricky part about steering clear of offensive humour is that you can’t always know how it will sit with audiences until you deliver it. And when it comes to video, which costs money and time to produce, you don’t want to create a video from start to finish only to realize that it’s humour won’t fly with audiences. So what should you do?
Comedians often test their jokes in front of very small audiences before performing at bigger venues. Doing so gives them a general sense of how particular bits will land at main events. You can do to the same with a product demo video.
For example, you can test the lines of your script with a small group to gauge their responses to particular actions or dialogue. Or as you move into the production stage, you can review shots and screen them to get opinions on particular gestures, expressions or props.
Even though you know your audience already, you may not know their preferences for humour. Therefore, it’s vital for you to learn what they like. You can do this by starting with a broad demographic profile, looking at age, gender, level of education and their generational category (ie. Baby Boomers, Millennials).
You can also dig deeper to get direct insights by finding out what their favourite movies and T.V. shows are, or what they felt the most memorable memes or phrases of the year were. You can do this with surveys (make sure to give them incentives) and polls to uncover their choices, giving you a sense of what kind of humour they like.
Our IndiVideo platform allows you to pull customer data which you can use to create personalized video content that further speaks to your audience’s humour preferences.
To write a funny product demo or piece of humorous content requires a person who understands the nuances of comedic writing. At its core, writing comedic material is an art. You’ll need to be honest with yourself and choose the person on your team who “gets it” more than anyone else. Or you’ll have to hire somebody outside. This rule will apply to not just writers, but also actors and personalities who’ll appear in your product demo.
Of all emotional triggers, humour often stands as a video marketer’s most powerful tool. Looking at the most successful video content and campaigns out there, you’ll see humour as an oft-used tool. Therefore, consider using funny promotional videos as a means of demoing your products. You may have the privilege of seeing your sales soar in ways you’ve seen before.