Snapchat wants to help brands crack the code of humor. To do that, the app published a new report that explores how younger audiences connect through comedy. It also looks at why humor works so well in marketing — and what brands can do to use it more effectively.
Why Humor Matters
First and foremost, humor is a universal connector. For years, it has driven engagement across every age group. However, this study zooms in on something more specific: what younger people actually find funny.
Takeaways 🚀
✅Snapchat explains humor for brands
✅Marketers target younger users better
✅Comedy tips improve campaign resonance
✅Report explores youth humor trends
✅Brands seek authentic funny messaging
That question is trickier than it sounds. As Snapchat put it: “What’s 67? What’s aura farming? What’s unc? To the older generations, young people’s humor can feel difficult to decode.”
Even so, the company argues that these memes, inside jokes, and internet trends carry real meaning. In fact, young people use humor as one of their main social languages — and that makes it a powerful tool for brands to understand.
The Research Behind the Report
To understand this better, Snapchat teamed up with Omnicom. Together, they surveyed more than 6,000 social media users, ranging from 13 to 28 years old.
Moreover, the survey spanned six countries — including the U.S., U.K., Canada, France, Germany, and India. As a result, the report offers a broad, global view of how youth humor works across different cultures.
What the Data Showed
Overall, the findings point to a clear opportunity. Young audiences not only enjoy humor — they actively want brands to lean into it. They welcome funny content in promotions and campaigns.
However, many brand attempts still miss the mark. Comedy often falls flat when marketers get the tone wrong. That’s precisely why Snapchat wanted to address that gap.
For that reason, the report tries to explain what young people find funny. The goal, ultimately, is to help brands shape smarter, more resonant content approaches.
A Framework for Comedy Writing
To go even further, Snapchat included a basic structure for comedy writing in the report. This gives marketers a practical starting point when they craft humorous content.
In fact, this may be the first time a social platform has broken down the mechanics of being funny. Rather than leaving brands to guess, it aims to help them create comedy that genuinely appeals to a specific audience.
Can You Really Teach Funny?
Despite these efforts, a real challenge remains. You can’t fully commodify creativity. In other words, writing engaging, humorous content takes more than following a checklist.
For instance, brands need real audience understanding. Similarly, marketers need natural instincts and self-awareness. Without those traits, even the best comedy idea rarely lands. Simply put, Snapchat can’t teach a brand to be funny.
Nevertheless, these notes may still help. With better guidance and a clearer framework, more marketers can tap into current comedic trends. Ultimately, they can build campaigns that connect with younger users in a more genuine and meaningful way.
