Most marketers are working to ensure that brand communications with users become more authentic, sincere and human. But a recent survey of consumers found that people are more attracted to entertaining and humorous content.

We decided to carry out a little study on how customers accept different types of advertising. Here are the key numbers from our latest report, which shows what types of brand messaging consumers enjoy and how consumers want to interact with brands.

Nearly 6 in 10 (57%) of respondents find brand humorous posts most engaging, up from just 4% of respondents in 2020. Funny advertising is the most pleasant and memorable.

Nearly half (47%) of consumers would like ads to motivate and inspire them.

  • 34.5% of respondents voted in favour of educational advertising.

  • 34% of viewers do not mind thinking after watching an ad.

  • 34% of respondents expect support and encouragement from advertising.

  • About a quarter (24%) of those surveyed want brands to stay out of politics.

It is noteworthy that the entertainment content of brands is more to the liking of older consumers – 66% voted for it. But millennials would like to see motivational and educational posts more often.

The largest share (26%) of respondents is ready to receive email newsletters from the brands they are interested in once a month. At the same time, those who prefer to receive emails from brands daily or several times a week are more than those who agree to receive mailings once every two weeks (10%) or once a month (11%).

The research also showed that the proportion of consumers who follow brands on social media also increased between 2020 and 2021. At the same time, growth is mainly associated with TikTok: last year, 25% of respondents already tracked brands on this platform, for comparison, in 2020 – only 15%.

Humour in advertising is a controversial issue. Marketers in past decades thought it promoted brand awareness but had nothing to do with buying influence. In other words, if the ad is funny, people will remember it better and form a positive impression of the brand, but this will have little effect on sales.

However, modern marketers are more supportive of the use of humour in advertising and believe that it fulfils an important mission – to attract the attention of consumers and form positive associations with the brand. This in turn affects sales as people tend to buy from companies they like.