B2B comms are crying out for connection – and humour is the perfect conduit

But as the findings of a recent study from Magna Media Trials and LinkedIn show, clarity advertising often fails to build an emotional connection with prospective customers, leading to forgettable campaigns and wasted ad dollars. Could humor be the missing link for this kind of connection?

Why has humor been neglected by B2B brands?

Humor in advertising has traditionally been seen as the preserve of fun-loving consumer brands. And in a world where feedback is often instantaneous (and sometimes viral), incorporating humor into a campaign can be a daunting prospect for brands cautious of making a misstep.

Preconceptions about the B2B sphere often reinforce this belief, as does and the language we usually use to describe it. When marketers think in terms of decision-making units, procurement processes, tenders, and solutions, they run the risk of overlooking the human on the other end of their marketing efforts.

The landscape is shifting: B2B organizations are waking up to the idea that people respond to ads that make them smile. Yet, in Magna’s research, when BDMs reported on the B2B ads they typically see, 64% said humor and emotional appeal are rare. Another 60% said B2B ads featuring characters they connect with are far and few between.

Only 36% reported regularly seeing humor in B2B advertising.

That’s not just a missed opportunity; it’s an open door for brands willing to take the leap.

Why humor in B2B is worth the risk

If humor feels like a gamble, why should B2B marketers embrace it? The simple answer is that BDMs are receptive to it. When ads were deemed funny by BDMs who were in-market for the advertised business solution/product, feelings of connectedness to the brand increased by 28%.

Our study also found that adding more creative aspects, including humor, to advertising can go beyond attention-grabbing; it can drive action. 49% of those surveyed also said that more humorous ads would make them more likely to explore the brand’s other products or services; 46% would actively keep an eye out for the company; and 43% would be more inclined to talk about the brand with colleagues or peers.

Across industries as diverse as healthcare, technology, retail, and auto, the message is clear: humor and emotional resonance aren’t just welcome, they’re transformative.

How and when to use humor in B2B advertising

Humor isn’t a one-size-fits-all solution; the key is to know when and how to use it.

For campaigns aimed at driving immediate action, message clarity remains crucial. Our study found that B2B ads are 29% less effective if they don’t have a clear message.

Humor shines brightest when building brand affinity over time. Injecting some humor into ads saw a 20% uplift in BDMs feeling connected to a brand, making them more likely to remember it and engage in the future.

B2B brands looking to harness humor effectively should start by grounding it in their unique brand values, ensuring that any comedic approach aligns with their identity and resonates authentically.

Tapping into viral trends, like the ‘We let our gen Z intern make an ad’ trend, is another great option when done right (but arriving too late to the party can make for stale content). Given the diverse nature of B2B audiences, humor should steer toward universal themes, playing on shared industry pain points or challenges as a means of finding common ground.

Brands can unlock the full potential of humor by entrusting creative agencies to push boundaries, relinquishing some control to ensure the humor feels organic and impactful.

A renaissance in the making?

B2B brands have long operated under the assumption that professionalism and lightheartedness are mutually exclusive, but Magna’s study shows that this is no longer the case (if it ever was). The best B2B campaigns of tomorrow will pair clarity with creativity, facts with feelings, and trustworthiness with a touch of humor. Humor is no longer the preserve of B2C brands – it’s time for B2B marketers to embrace the renaissance.

Read more about what's changing in B2B over at our focus week hub.