What Comedy Can Teach Us About Brand Engagement…
If he's not already on your radar, he probably should be. Matt Rife could teach a masterclass in building a successful comedy brand, the likes of which we haven't seen since Dave Chapelle or Kevin Hart. If his sold-out shows aren't indication enough, his TikTok channel alone has more followers (and growth) than the top 5 brand accounts combined!
The genius in his formula is in its simplicity - it is, in fact, so freaking simple you'll wish you'd thought of it. Beyond his good looks and charming personality, Matt’s performances consist (for the most part) of him asking genuinely curious questions about his audience members’ lives. Seemingly generic stuff like where they're from and what they do for work. Then, he improvises cheeky, occasionally raunchy, yet masterfully insightful responses. That's it.
Performers call this 'breaking the fourth wall' when a speaker, actor, etc interacts with the audience in such a way they forget they are spectators and become part of the show. They interact, become more engaged - with the performer and with each other - and walk away feeling like they’ve had a profoundly different experience.
Meanwhile, the number of brands that struggle to engage with their audiences is astounding.
So, what gives? Why is this easy for a comedian with significantly less resources that your average enterprise, and so difficult for brands?
Here’s 3 things comedians do that your brand doesn’t:
Use Insightful Observations - Comedians are brilliant at taking the most basic insights of social environments, behaviors, or language and using them to generate ironic, hyperbolic material. The simplest, most obvious observations often get the most laughs. Things that everyone can relate to because we all do them, even when we’re not aware of it. Comedy reflects what is happening in the social fiber of the times and makes light of it. Meanwhile, as observers, we feel seen, understood, and even a little vindicated that we are all struggling with the same things.
Project A Provocative POV - In today’s PC world, comedy is one of the few places where it is not only accepted but a prerequisite to push the boundaries. Comedians rely on bold, audacious comments. Some have an easier time with it than others. Confidence in the delivery and integrity to deal with the repercussions of any fallout are key.
Improvise - The best comedians know how to roll with the punches. They’re masterful at reading a room, testing something out, and if it doesn’t work pivoting. What allows them to go off-cuff is the clarity in their style and particular brand of funny.
At Young & Co. we use improv techniques to generate unconventional thinking and slay mediocrity. Our strategic storytelling, creative execution and brand marketing includes many of the same skills that are used in comedy - including leverage of audience insights, projecting an audacious brand point of view, and improvising.