Utilizing Competitor Trolling as a Strategic Brand Tactics on Social Media Yields Positive Results
Battle It Out: How Brands Tussle Online through Humor and the Perks (and Perils) of It
Eddying towards social media showdowns with rivals might seem playful and entertaining, but a new, unpublished study by the emlyon business school reveals it can have a potent impact on engagement and customer loyalty—if handled with finesse.
The research by Mathieu Beal, Ivan Guitart, and Charlotte Lecuyer, professors at emlyon business school, along with a collaborator from the University of Auvergne, explores the murky line between humor, disrespect, and the theory of benign violation. This phenomenon revolves around something seemingly violating norms while still appearing light-hearted and socially acceptable.
To dig deeper into brand humor, they analyzed multiple social media interactions between big-name brands, differentiating between friendly teasing (affiliative humor) and sarcastic mockery (aggressive humor) to gain insights on how consumers face off against competitors.
Affiliative humor usually comes off as safe and well-received, making your brand more relatable and likable. In contrast, aggressive humor is a riskier yet powerful strategy when used against direct competitors. Brands at the top of the food chain can pull off more aggressive humor without repercussions, while underdog brands risk facing backlash due to the perceived desperation from taking on giants.
One notable example occurred in 2018 when Wendy's quipped about McDonald's fresh beef campaign with a witty tweet. The result: over 180,000 likes, more than 22 times the number from the original McDonald's post. Such viral moments show that brands can leverage humor to boost recognition and outshine industry heavyweights.
Although engaging with competitors online has become commonplace, there's always the risk of overstepping the mark into mean-spirited attacks that spark backlash instead of viral success.
Professor Beal advises caution, suggesting brands favor affiliative humor as the safer approach and avoid aggressive humor in inappropriate contexts, as it can quickly turn sour. He adds that to differentiate in a crowded market, risky moves—like competitive humor—might be necessary. But remember: tread lightly.
While there's no confirmed study by this institute regarding humor in brand social media interactions, if you're interested in specific research on this topic, reaching out to emlyon business school might shed light on their findings.
Brands can employ humor in their social media interactions with competitors to boost recognition and outshine industry leaders, as shown by the 2018 Wendy's and McDonald's exchange. However, it's crucial for brands to practice caution and favor affiliative humor over aggressive humor due to the potential risks of backlash or mean-spirited attacks.
