Snapchat and Omnicom Advertising studied more than 6,000 social media users ages 13–28 across six countries to understand how younger audiences respond to humor. Their research found humor isn’t just entertainment for younger users; it’s tied to how they connect, communicate and relate to brands.
WHY IT MATTERS:
Professional doesn’t have to mean personality-free. Showing some humor and humanity can make your content feel more approachable, but forcing a trend or joke your audience won’t connect with can have the opposite effect.
Explore Snapchat’s research
