The Truth Behind Comedy & Advertising:
Your Secret Weapon to Scaling Ads, Finding Efficiency, & DTC Success in 2025
In 2024, there was a MAJOR shift in the advertising world. Rising CAC, ad fatigue, and uninspired creative forced brands to rethink their strategies. We saw a rise in ‘face to camera’ UGC in a way in which we’d not seen in past years, and it seems the user has lost interest / find no value in the content.
Brands have always unconsciously found winning pieces of content that fundamentally break this construct. The blue vs white dress in the room if you will. It’s often something that does not follow the 3 second strategic cuts, a perfected hook, and a flash end card CTA. But instead a format that makes no sense to us ‘smart marketers’ out here trying to craft the perfect ad - but only makes sense in the eyes of those that consume and find joy in the media.
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So what is this goose that laid the golden egg you might ask? Rediscovering the reason we are on social media in the first place - to DISCOVER ideas, people, products, etc - in a fun, light-hearted, mood-boosting, and snackable format.
Today the premise is simple - define your audience, find your value prop for that audience, and package in a format that truly provides value to the consumers scrolling experience - achieved by unlocking the power of funny, scroll-stopping, skit-based, product discovery moments.
Study after study confirms what the best (does not read ‘smartest’) marketers already know: humor wins. Funnier ads improve brand recall, increase customer lifetime value, and—yes—drive direct conversions. In 2025, the most effective DTC advertisers will embrace humor as a critical component of their creative strategy, bridging the gap between brand and performance marketing to unlock exponential growth.
So what is this goose that laid the golden egg you might ask? Rediscovering the reason we are on social media in the first place - to DISCOVER ideas, people, products, etc - in a fun, light-hearted, mood-boosting, and snackable format.
Today the premise is simple - define your audience, find your value prop for that audience, and package in a format that truly provides value to the consumers scrolling experience - achieved by unlocking the power of funny, scroll-stopping, skit-based, product discovery moments.
Study after study confirms what the best (does not read ‘smartest’) marketers already know: humor wins. Funnier ads improve brand recall, increase customer lifetime value, and—yes—drive direct conversions. In 2025, the most effective DTC advertisers will embrace humor as a critical component of their creative strategy, bridging the gap between brand and performance marketing to unlock exponential growth.
Here’s What the industry Data shows:
Our analysis of $100M+ ad spend by ecommerce brands revealed some surprising truths about humor in advertising:
Only 14% of social ads featured some element of humor.
However, 25% of ads spending $1M+ incorporated humor—meaning a quarter of the top-performing ads leaned on comedic elements to scale.
The takeaway is clear: humor isn’t just an optional creative flair; it’s a key ingredient in scaling your ad performance. For brands stuck at a plateau, humor may be the missing link.
Our Approach to Humor in Advertising:
At Accelerated Growth Studio, we’ve leaned into humor-driven advertising for our clients, leveraging owned creators and strategic content to maximize results:
Owned Creator Activation: Dedicated creators focused on bold, funny, and relatable content, ensuring ads stand out in crowded feeds.
Creative Testing with Accelerative: Our proprietary audit tool measures humor's impact on performance, analyzing hooks, engagement, and conversions to optimize ad spend
Content Flywheel: With creators producing 30 videos a month, we test humor-driven content across platforms like TikTok, Instagram, and Meta to identify top-performing assets.
Scaling Funny Ads: Once proven effective, we scale funny ads aggressively, leveraging both organic impressions and paid strategies to drive exponential growth
Results: Humor That Scales
For brands we’ve partnered with, humor has consistently delivered:
Key Takeaway: Rediscover Your Funny Side
In 2025, the best DTC advertisers will step away from outdated truisms about humor being “just for brand marketing” and fully embrace its power in performance advertising. The data is clear: humor works—whether you’re building awareness or driving conversions.