Why Does Humour Make Us More Memorable Online?

What If the Secret to Being Remembered Online Is Simply Making People Laugh?

A few years ago, I posted a simple, mildly chaotic meme on my small personal blog—nothing polished, nothing with marketing intent. It was a silly comparison between my pre-coffee and post-coffee self. To my surprise, that post outperformed every researched, serious, carefully drafted article I had published that year. It wasn’t just the views. People shared it. They commented. Some even emailed me saying it made their morning.

That moment made me ask a bigger question—the same question I want you to consider today:

Why does humour make us more memorable online?

As someone who studies communication patterns and digital engagement, I’ve repeatedly seen humour outperform traditional informational content—not because it’s superficial, but because it taps into how our brains naturally remember things. And in an online world flooded with competing voices, being remembered is no longer a bonus… it’s a survival strategy.

This article delves into the science, psychology, and strategy behind using humour to build a lasting digital presence—backed by expert insights, memory research, real-world brand examples, and my own experiences testing humour across multiple online platforms.

Let’s unpack it.

Why Humour Sticks in the Brain: What the Research Says

One reason humour makes you more memorable is simple neuroscience. When something makes us laugh, the brain releases dopamine—a neurotransmitter linked to pleasure, learning, and memory. According to Dr John Medina, a developmental molecular biologist and author of Brain Rules, “Dopamine greatly aids memory and information processing.”

In plain terms: funny content helps the brain remember.

The Cognitive Twist: Humour Creates ‘Distinctiveness’

Memory researchers often talk about the distinctiveness effect: the more unusual or unexpected information is, the more likely we are to retain it. Humour relies on surprise, incongruity, or exaggeration—exactly the elements that strengthen memory encoding.

A 2014 study published in Human Factors and Ergonomics found that people recalled humorous information 23% better than non-humorous information.

If you’ve ever remembered a comedian’s one-liner but forgotten an entire lecture, that’s why.

Emotional Imprinting: How Laughter Builds Attachment

Emotional experiences—especially positive ones—create deeper memory traces. Dr Sophie Scott, a neuroscientist at University College London specialising in laughter, explains that laughter is a profoundly social signal, strengthening our connection with whoever makes us laugh.

Online, that means:

You remember the creator.
You trust them a little more.
You’re more likely to return to their content.

That is the foundation of digital memorability.

Humour Makes You Human: The Power of Relatability in a Digital World

The irony of the internet age is that everyone is talking, yet very few people are heard. With algorithms favouring high engagement, relatability has become a currency—and humour is one of the purest forms of relatability.

My Own Experiment: The “Too Many Tabs” Post

Last year, I shared a humorous visual about having 48 browser tabs open. This wasn’t deep research. It wasn’t high-value thought leadership. Yet the response? Astonishing.

People commented things like:

“This is literally me.”
“How did you get into my laptop?”
“I feel personally attacked.”

This experiment taught me a crucial lesson:

When people laugh because they see themselves in your content, they bond with you.

Humour turns content from a message into a mirror.

Why Humour Builds Trust (Even Before Expertise)

It might seem odd that a joke can build trust, but studies consistently show that humour is linked to perceptions of competence and likability.

Expert Insight: Humour & Trustworthiness

A study from the Journal of Personality and Social Psychology found that individuals who incorporate appropriate humour are perceived as more socially attractive and more confident.

In a branding interview I conducted with Rob Temple, bestselling author of Very British Problems, he said something that stayed with me:

“Humour isn’t just entertainment—it’s vulnerability. When you make someone laugh, you’re inviting them into your worldview. That builds trust far faster than a resume or a pitch ever could.”

In digital spaces crowded with faceless brands and robotic messaging, trust becomes an invaluable differentiator.

Real-World Case Studies: Brands Winning Through Humour

1. Innocent Drinks – The Masters of Whimsy

British brand Innocent Drinks uses playful humour across all communications—from packaging to social media. Their tweets about everything from the weather to office snacks create an approachable, human voice.

Why it works:

It feels informal and conversational.
The humour is never forced; it’s observational.
They maintain authenticity, avoiding sarcasm that could alienate.

Their engagement levels routinely surpass much larger beverage brands.

2. Wendy’s – The Bold, Roast-Filled Persona

Wendy’s fast-food chain took a completely different approach with sharp, witty “roast-style” humour. Their snappy replies and playful rivalry posts routinely go viral.

Lesson:
A distinct humorous identity can become your signature.

3. Duolingo – Humour-Driven Virality

Duolingo’s TikTok account became a global phenomenon by using absurd, slightly unhinged humour featuring their green owl mascot.

This strategy not only skyrocketed their visibility but made their brand instantly recognisable.

Types of Humour That Work (And Don’t Work) Online

Not all humour is created equal. Some strengthens your impact; others harm credibility.

Humour That Works

Self-deprecating humour (shows humility)
Observation-based humour (“we all do this” moments)
Clean, inclusive jokes
Light sarcasm (when audience culture supports it)
Whimsical or absurd humour (works well on TikTok and Instagram)

Humour to Avoid

Offensive or crude jokes
Targeting vulnerable groups
Insensitive cultural references
Dark humour in professional niches
Humour that overshadows your message

One golden rule: If the joke needs explaining, it won’t land.

How to Use Humour to Become More Memorable Online: Actionable Strategies

Below are practical, future-proof techniques you can implement immediately.

1. Start With Relatable Scenarios

Humour works best when rooted in truth.

Examples:

“Ever joined a Zoom call and immediately regretted turning on your camera?”

“If procrastination were a sport, I’d be an Olympian.”

2. Use Story-Driven Humour

People remember stories, not statements.

Example:
Instead of saying, “Humour increases engagement,” say:

“When I accidentally posted a meme instead of my scheduled infographic, it received triple the engagement—and my infographic quietly sobbed in the corner.”

3. Use Visual Humour When Possible

Memes, GIFs, doodles, and witty screenshots catch attention and improve retention.

4. Add Light Humour to Educational Content

This helps your audience learn and enjoy.

Example:
Instead of writing,

“Keyword research is essential for SEO,”

Try:

“Keyword research is the spinach of SEO—no one’s excited about it, but wow does it make you strong.”

5. Test Your Humour on a Small Audience First

I often test humorous content in private groups or to colleagues. If three out of five people react positively, I greenlight it.

6. Make Consistency Part of Your Humorous Brand

Humour loses power if used randomly. Consistency builds a recognisable tone.

7. Remember Context and Platform Culture

What works on TikTok may fall flat on LinkedIn.

Quick guide:

LinkedIn: Light, smart, professional humour
Instagram: Visual and observational humour
TikTok: Absurd, fast-paced humour
X (Twitter): Witty, short, commentary-driven humour

The SEO Advantage: Why Humorous Content Performs Better

Humour doesn’t just make you memorable—it improves your online visibility.

1. Higher Engagement Signals to Search Engines

Search engines reward content that:

gets shared,
generates comments,
keeps people on the page longer.

Humour boosts all three.

2. Humorous Content Earns More Backlinks

According to BuzzSumo’s content study analysing over 100 million posts, humorous or entertaining content is 3x more shareable, which increases backlink chances.

3. Lower Bounce Rates

If your article makes people smile in the first few sentences, they stay. And dwell time is a powerful ranking factor.

4. Human Signals = Future-Proof SEO

Search engines increasingly prioritise human-centric content rather than formulaic text. Humour naturally creates those signals.

FAQs (Optimised for AEO and Featured Snippets)

1. Why does humour make content more memorable?

Humour triggers dopamine release in the brain, which improves memory, emotional resonance, and information retention.

2. Can humour improve brand trust online?

Yes. Humour humanises brands, increases relatability, and fosters positive emotional associations—key components of trust-building.

3. What type of humour is safest to use online?

Observation-based and self-deprecating humour are universally safe and effective. Avoid humour targeting individuals or groups.

4. Is humour appropriate for professional content?

Absolutely—when used appropriately. Light humour makes technical or complex information more approachable.

5. Does humorous content help SEO?

Yes. It increases engagement, reduces bounce rates, and improves shareability—all of which support stronger SEO performance.

Conclusion: The World Remembers Those Who Make It Laugh

In a digital landscape overflowing with information, humour is your shortcut to memorability, trust, and meaningful connection. You don’t need to be a comedian—you just need to be human.

Humour isn’t a gimmick. It’s a communication strategy rooted in neuroscience, psychology, and timeless human behaviour.

If you can make someone laugh, you’ve already made them listen.

Your Turn

What kind of humour resonates most with your audience? Have you tried adding light humour to your content before?

I’d love to hear your experiences—share your thoughts or experiments below!