If our content is not funny (which for some is equal to boring) we have to accept that in some way is going to be left behind.
In a video interview included as part of a Content Strategy course, Mrs. Janice Castro, teacher with Northwestern University, was explaining about the voice and tone in writing, she mentioned the importance of tuning in with the audience, as when a close friend calls you by phone and you recognize his or her voice. I am sure that she meant that our voice has to be familiar for each recipient, like it was his or her own voice.
Then she said something that shocked me: that content should be funny, to be engaging.
Fortunately, a few seconds later Mrs. Castro also gave us other adjectives for content: interesting and valuable.
Then, I breathed well. But, for one moment, I saw one more time that there is a natural tendency in people (common, professional, educated… any type of people) to believe that things have to be funny in order to be worthy: even content.
People say “the class is boring”, “this job is boring after a few hours”, “reading is boring”. Is this something that can lead us to cultivate better societies?
Even in the best families
Beyond cultures, nationalities, backgrounds and ages, funny things are sadly always ahead in the preferences of numerous segments of population. Despite that massive communication has changed to become segmented and aggregated communications (as Rachel Davis Mersey, also from Northwestern University, says); speaking in numbers, more people wants to be entertained before anything else; but certainly, and worryingly, this is more acute between youth.
Let’s be honest: speaking of attraction, the funnier is stronger even when is very close to stupidity (irrational acts of bravery, derision upon people’s tragedies and more) We just need to look at the statistics (page views, played videos, shared memes, commented threads and social posts) to measure some kind of audience engagement.
Therefore, the question can be: Is there a way (honestly speaking) to create engaging content for those segments of the masses that are captivated for fun, without using fun?
To be or not to be strategic?
However, funny contents (even those ranging in stupidity) created with no strategic at all, are most of the time ahead, has advantage over other content and remains on the top of the public choices.
If our content is not funny (which for some is equal to boring) we have to accept that in some way is going to be left behind. No matter what strategy we used: investing any resource for creating content putting fun on the back row, is a decision that we’ll have to face and a cost that we’ll have to assume.