Is self-deprecation a good copy strategy?
Self-deprecating humor: a favorite for comedians and everyday folks alike. After all, it’s disarming and oftentimes funny.
But should we use self-deprecation when speaking to consumers?
Self-deprecation is a form of humor, and humor can be a great way of establishing close relationships with consumers, being memorable, and making positive impressions. Humor can work well with a brand’s particular voice and audience. According to a 2016 study, however, self-deprecation may not be the brand of humor we should use.
Self-deprecation and not-so-funny impressions
When someone throws out a self-deprecating joke, their intention is usually to make someone laugh, disarm others, break some tension, or appear as confident. In reality, that self-deprecating joke may convey low self-esteem.
Research by O’Donnell, Jung, and Critcher found that self-deprecating jokes—though meant in a lighthearted way—were taken at face-value. People viewed the self-deprecator as having a low self-esteem and believing they were actually bad at something.
Based on this research, employing self-deprecation as a messaging strategy may have unintended negative results. Businesses want to come across as confident, and self-deprecation could convey the opposite image.
And if XYZ business doesn’t believe in the quality of their own services, why should any consumer?
Helpful humor
All that being said, other types of humor can offer marketers and copywriters lots of value. When used well, humor can make consumers feel more comfortable and connected to a brand. It can also create one heck of a memorable message that captures attention and aids engagement.
Let’s take the insurance brand Geico, for example. Their clever commercials often come equipped with funny plot lines and surreal humor. (My favorite ones revolve around their caveman character and the line, “Geico.com is so easy to use, a caveman could do it.” I highly recommend watching some on Youtube for a dopamine boost.) Considering Geico keeps pumping out these funny, memorable commercials, it’s safe to say this strategy’s likely working.
But notice—no self-deprecation.
TL;DR
Humor can be a valuable messaging strategy
Self-deprecating humor, however, may hurt a business’ image by potentially conveying low self-esteem.
Thanks for reading,
Megan
Resources:
Michael O'Donnell, Minah Jung, and Clayton Critcher (2016) ,"The Potential Benefits and Pitfalls of Poking Fun At Yourself: Self-Deprecating Humor As Impression Management", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 201-206
