By: Maggie Franz
Gen Z humor often thrives on subverting expectations, blending layers of absurdity with wit to create content that captivates and engages. This style of humor, characterized by its unexpected twists and playful irreverence, not only shocks consumers but also sparks conversations, encouraging deeper interaction and reflection around the content. By defying conventional comedic structures, these brands create an environment where surprise and curiosity reign, prompting viewers to engage in dialogue and share their reactions.
Key Insights
Authenticity Over Perfection
Gen Z values authenticity and imperfections over polished, traditional advertising. Humor that feels raw and spontaneous, even if awkward or cringeworthy, resonates better with this audience because it feels more genuine and relatable.
Viral Potential
When done right, subversive and absurdist humor has strong viral potential. It’s the kind of content that’s more likely to be shared widely because it surprises, delights, or even shocks, driving discussions across social platforms.
Brand Personality & Identity
Brands that successfully integrate Gen Z humor into their content often show a more playful, self-aware and unconventional side. This helps cultivate a distinct and relatable brand personality, which resonates well with younger consumers who crave individuality and creativity.
Why it Matters
The advertising climate is changing and evolving rapidly. With the amount of content regularly being presented to consumers, it is easy to experience ad-fatigue. Gen Z humor being integrated into marketing tactics offers an effective way for brands to stand out, build community and create lasting impact. For example, Duolingo’s use of its quirky, intense owl character on TikTok—often threatening users who don’t complete their lessons—has gone viral, showing how absurd humor can capture attention. Humor also allows brands to remain culturally relevant by tapping into social trends and pop culture, positioning themselves as in tune with Gen Z’s values.
How to Win
To successfully connect with Gen Z through humor, brands should focus on these key strategies:
Embrace Imperfection
Don’t be afraid to show raw, unpolished moments that feel real and relatable.
Surprise & Delight
Keep content fresh and unpredictable. Humor that defies expectations captures attention and sparks engagement.
Be Self-Aware
Gen Z loves brands that can laugh at themselves. Be playful, light-hearted and show a sense of humor about your own identity.
Leverage Trends
Stay relevant by tapping into current pop culture and viral moments that resonate with Gen Z.
Encourage Interaction
Create content that invites participation, whether through challenges, memes or user-generated content.
Adapt to Platforms
Tailor your humor for the platforms Gen Z loves, like TikTok and Instagram, where short, shareable content thrives.
Gen Z’s unique sense of humor—characterized by authenticity, surprise and irreverence—is reshaping brand content. By embracing imperfection, being self-aware, tapping into trends and encouraging interaction, brands can create content that resonates deeply with this audience. When done right, this approach not only boosts engagement but also helps brands stay relevant and build lasting connections with Gen Z.