Impact of Humanized and Humorous Content on Social Media for Brand Metrics

Abstract

Brands face the challenge of creating engaging content for their audiences. Brand managers must decide what and
how to communicate effectively and cost-efficiently. Social networks provide an economical avenue for direct consumer
engagement, especially among younger demographics. The growing prominence of video content on platforms like TikTok
and YouTube highlights the need for carefully crafted social media video strategies. This study explores the impact of humanized and humor-based content on consumer perception metrics, such as brand personality, authenticity, leadership, and equity. It also examines generational and gender-based differences in these perceptions. Methodologically, it analyzes case studies of social media videos from Swee and Lidl, contrasting humanized and humorous content with rational, less humanized approaches. Data were collected from a sample of 122 respondents through a questionnaire, assessing their perceptions of the brands' social media content. Statistical techniques, including descriptive analysis, analysis of variance (ANOVA), and chisquare tests, were employed to analyze brand perception differences across content types. Results reveal that humanized and humorous content outperforms rational content in enhancing brand personality, authenticity, leadership, and equity for both brands. The findings underline the importance of humanization and humor in social media strategies, especially for improving consumer engagement and perception. Implications for academic research, brand management practices, and future studies are also discussed, emphasizing the value of these approaches in contemporary digital marketing.