May 26, 2020


SMW employees


Even in times of crisis, people want to express humor and welcome brands that offer them tools that they can use to express positivity both online and in messaging. In a relationship with Suzy and RoarSMW took a closer look at this topic in a survey of 500 adults in the US that looked at how their behavior developed during COVID-19 and how brands can play a role in increasing positivity in conversations.

Other parts of Holler's proprietary messaging data were examined, including the Twitter Behavior for Feeling and Emotion, led by the company's data science team in March and April. This information was aggregated to reveal the main feelings expressed during the pandemic on social media. For the purposes of this report, further insights into the use of content and approval rates have been gained from Holler.

The influence of humor

Ninety-four percent of respondents said they used the same or a higher sense of humor than before the pandemic. From this group 73 percent claim to help relatives with humor to overcome difficulties, and 82 percent Report that this is a useful way to cope with the current state of the world. The big advantage of these numbers: humor helps people relate to each other and dispel negative situations by relieving stress and anxiety.

Another important finding from the study showed that happiness is the most common emotion in messaging, even when our country is facing an unprecedented pandemic. The term happy has increased by more than half (59%) End of April compared to end of March. When comparing from late April to February, Happy Chat is still active 50 percent. When observing the trends of social media platforms like Twitter in March and April, emotion was the most expressive of happiness – that explains 37 percent all tweets about other feelings, including anger, fear and sadness.

Humorous content encourages positive digital conversations

Hollers State of the art report 2020 specifies that in messaging, 73 percent of people find that they are their most authentic self. It is therefore not surprising that people here also share the most humorous content. Broken down, text messages took the lead in this area (60%) followed by Facebook Messenger (56%). In a time of social distancing, many people (53%) also share humor in the old fashioned way on the phone.

The opportunity for brands

What does all this mean for brands? Shying away from humor in uncertain times can do more harm than good. Seventy percent Many people say they share branded content that they thought was funny or cool, but the mood is even higher 84 percent in the age group from 18 to 24 years. In addition, 78 percent When you report funny ads, they feel happy or excited.

The numbers show that brands should rely on carelessness to connect with people in a meaningful, non-offensive manner within messaging. People will continue to use humor in many different ways to combat negative emotions and promote positivity. It is up to the brands to participate in the conversations and participate in a way that encourages positivity through humor.

For more information on the power of humor and lightness in times of crisis, see the full report Here.

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