Digital Comedy Distribution On Mobile

Digital Marketing is a continually evolving skill that requires a strong understanding of basic marketing concepts combined with the endless possibilities of the digital world.

With the prioritisation of video content on most social networks (Facebook, Instagram and Twitter) most brands are realising the benefits of attention grabbing video campaigns. At the core of great video campaigns lies content. The age old concept of “content is king” is even more important in our current digital marketing landscape because consumption of video content is increasing due to the increase in consumers utilizing their mobile handsets to access video content digitally combined with the increased usage of smart phones in South Africa.
 
“When it comes to creating attention-grabbing campaigns and video, many marketers have a long way to go”, according to Carolyn Everson, VP of Global Marketing Solutions at Facebook. She highlights the following points:
 
- Mobile should be at the forefront of every Facebook campaign
- 100 million hours of video are consumed a day on Facebook
- 43 percent of people who watch the first three seconds of a video will stay for 10 seconds
- The majority of viewers who watch the first 10 seconds will stay for the full video
- Facebook prioritises video in the newsfeed (with live video having the highest priority)
 
Taking the above points into consideration, humour has always been a great way of getting people’s attention and it goes a long way with digital campaigns. Trevor Noah’s appointment as the host of the Daily Show has not only put South Africa on the global map but it has also shown the power of stand-up comedy. Humour in advertising is a very effective method of connecting with your audience, while at the same time humanizing your brand or company. It allows for a brand to appeal to their audience emotionally which allows for further engagement with your brand.
 
Humourous content is memorable and, more importantly in the digital space, it is content that inspires people to share and also differentiates your brand from other companies that flood their social media channels with self-promotion. 
 
comedyWRX is a new Silverstone Solutions platform that allows brands to associate their brand messaging to brand-relevant stand-up comedy clips that are streamed to consumers using various different types of digital media ad units. 
 
Over the past few years, stand-up comedians have become extremely influential brand ambassadors due to their social media reach and the fan bases that they have amassed in their careers, but more importantly because of there ability to connect emotionally with audiences in a humorous way.
 
Below is a list of a few stand-up comedians with massive social media influence:

Trevor Noah: 3,29mill Twitter followers
Loyiso Gola: 864k Twitter Followers
David Kau: 607k Twitter followers
Trevor Gumbi: 387k Twitter Followers
Riaad Moosa: 269k Twitter Followers
Chester Missing: 239k Twitter Followers
Tall As Mo: 101k Twitter Followers
Joey Rasdien: 140k Twitter followers

comedyWRX allows for brands to; take advantage of the social media influence that comedians have; appeal to their audience emotionally through humour (at scale); differentiate themselves from standard banner advertising and social media self-promotion; be more memorable in the digital media space; provide content to consumers that they actually want; utilize already well produced, high quality stand-up comedy content (which means brands can re-invest video production costs into media spend to increase reach and exposure); take advantage of the prioritisation of video content in the social media space and be at the forefront of performance content.

Forward thinking brands who are investigating the realm of performance marketing are asking themselves “How do you measure the success of content in the digital space?” When it comes to humorous content, most brands think that if the advert is funny, then it will work, however humour is subjective. There are so many different senses of humour that in order to really connect with your audience you need to know what they find funny first.

comedyWRX has a wide selection of South African stand-up comedy content from various different comedians so that brands can really drill down their use of humour in marketing. Through comedyWRX, not only can you tracks clicks, video views, shares and other performance and engagement metrics, but with the vast range of content from different comedians (English and vernac) brands will be able to better understand the type of comedy that appeals to their audience, which will make it easier to connect with them in the future.