Video content for companies must be serious. Clearly structured. Factual. No room for jokes, right?
Wrong. Or at least not quite right.
Because humor is not just slapstick. And even in the sober world of corporate communications, it’s okay to laugh – sometimes you even have to. Provided you know what you’re doing. And that’s where the difference lies.
Facts are good. Feelings are better.
When you think of corporate videos, you often think of facts, figures and arguments. PowerPoint slides, white shirts, long decision-making processes. But people are still the deciding factor – whether in B2B or B2C. And people react to emotions. Even in a business context.
A good joke, a charming wink or an absurd image don’t just stick longer. They make content more likeable. More tangible. And increase the chance of the core message getting through.
Explanatory videos in particular thrive on clear communication. But they also thrive on relevance – and this often arises when the content and style are a little surprising.
Humor that doesn't disturb, but strengthens
It’s not about making a comedy video. It’s about tonality, staging, making a point. Humor can be subtle or direct. Dry or playful. Visual or linguistic. What matters is that it fits the brand – and the target group.
This is unusual for many companies. You want to look professional. Respectable. And under no circumstances put your foot in your mouth. Understandable. But that’s exactly why it makes sense to use humor strategically rather than randomly.
An example from practice: PostFinance
We produced a recruiting video for PostFinance. The goal: to inspire young talent for the trainee program.
We could have listed facts. Or show testimonials. Instead, we worked with a simple, unexpected image:
An employee is talking about business innovation – and is suddenly catapulted out of the picture by a giant yellow exercise ball.
What sticks? The surprise effect. The self-irony. The courage not to take yourself too seriously. And at the same time: the message. Because afterwards it is clearly communicated what the program offers and how to apply. Humor is a door opener – not a distraction.
A second example: Balmer Etienne
Balmer Etienne has also deliberately opted for humor – in its new image film. Instead of glossy slogans, there are honest faces. Subtle punchlines. And dialog that you wouldn’t have expected.
What makes it special: The film manages to come across as competent and likeable at the same time. It conveys a feeling – not just facts. And this is a bold but effective approach, especially in the field of tax consulting and fiduciary services.
Humor also works in complex topics
- Humor makes complex content accessible
Many explanatory videos deal with products or services that require explanation. A well-placed joke or pictorial exaggeration can help to make dry topics clear. - Humor creates closeness and sympathy
Brands that can laugh at themselves appear more human. More tangible. This builds trust – especially with first-time contacts. - Humor stays in your memory
People don’t remember everything they see. But they remember what they feel. And laughter is a feeling that works – even after the video. - Humor is a distinguishing feature
In an environment full of factual content, the company that has the courage to communicate differently stands out.
Humor is not only evident in wit - but also in style
What applies to explainer videos can be applied to any content:
Whether it’s an email campaign, blog post or LinkedIn post – content performs better when it is targeted at the right persona.
Persona-based storytelling allows you to avoid wastage, strengthen your brand loyalty and strike the right chord with your target group.
But beware: humor can also fail
Of course, humor is not a sure-fire success. If you use it wrongly, you can easily get it wrong.
Here are a few typical pitfalls:
❌ The humor doesn’t match the brand.
When a serious law firm suddenly goes for TikTok humor, it comes across more as trying than convincing.
❌ The target group is not understood.
What is funny for the internal team can be irritating or incomprehensible for customers.
❌ The punchline overshadows the message.
If the joke has a stronger impact than the content, the laughter will be remembered – but without brand loyalty.
❌ The humor is too arbitrary.
Insider gags, slapstick without reference or flat puns often fizzle out without effect.
So what do you need for humorous explanatory videos?
✅ A sure instinct
Not every joke is suitable for every target group. The better you know them, the more targeted you can be.
✅ Relevance
Humor should not become a distraction. It works best when it reinforces the message – not covers it up.
✅ Timing
Whether a punchline hits is often decided in the editing. In the tone of voice. In the composition of the image. Humor is timing – and you can shape it.
✅ Trust in the team
Anyone who dares to use humor needs a good sense of humor – but also professionals who know where the boundaries lie.
Conclusion: Humor is not a risk. Humor is responsibility.
A video with humor is not a game of chance. It is a deliberately chosen style. A sign that a brand knows its target group – and dares to go beyond classic communication patterns.
Of course it takes courage. But it also requires expertise, experience and a clear concept.
If it works, the result is a video that is not only understood, but also felt. And that is precisely the difference between information and communication.
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