Why Funny and Relatable Beats Interesting and Insightful
Founder and Head of Growth, White Label Comedy
Why does interesting, insightful content so often underperform on social media?
Because it rarely sparks emotion. One of our clients, Joseph, saw his impressions rise more than 800% and his engagement jump over 1,800% across six months, and the only real change was tone. His old posts were interesting and insightful. The new ones were funny and relatable, and people react to a laugh far more readily than to a lightbulb.
The numbers
Joseph's six months with our content, compared to the six months before, were not a small lift:
- Impressions up 827% (around 135,000 more people saw his posts).
- Engagements up 1,874% (over 9,000 more likes, comments and shares, versus 483 in the previous half-year).
- Engagement rate up 113% (double the reactions per person reached).
Stack a much bigger audience on top of a much higher engagement rate and you get a genuine step change in results.
The only thing that really changed
Same person, same business, same platforms. What changed was the character of the content.
Before, Joseph's posts were the sort most brands make: interesting and insightful. The posts we crafted were funny and relatable. That single shift in tone did the heavy lifting.
Why "insightful" underperforms
Ask yourself an honest question: when did you last tap the lightbulb reaction on a post?
Probably almost never. Insight informs people, but it rarely moves them. It earns a quiet nod and a scroll onwards, not a reaction, a comment or a share. And on social, reactions are the currency.
Why "funny and relatable" wins
A laugh is different. It gets the reaction, it gets the comment, and it gets the tag, the "this is so us" that puts your post in front of someone new for free.
Relatable comedy turns a passive viewer into an active distributor of your content. That is what actually drives numbers like Joseph's, and it is why funny and relatable beats interesting and insightful almost every time.
Work with us
Turning interesting-but-flat content into funny, relatable posts that people actually share is exactly what our team of comedy writers does for brands like yours, day in and day out.
If you would like results like Joseph's for your own social channels, work with us.
Adam Hunt
Founder and Head of Growth at White Label Comedy. He spends his days convincing serious brands that funny is the most profitable thing they're not doing.
Your marketing isn’t broken. It’s just boring.
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