From Memes to Means: Can TikTok Humor Grow Your Brand?

'Nothing beats a Jet2 holiday!' If that phrase unlocked a voice deep in your head, then congratulations — you're already on your way to implementing TikTok into your marketing strategy and growing your brand in the process. But you may wonder: how can an app singlehandedly boost your brand's performance? With this article, we'll show you the impact TikTok can have on your brand’s performance and growth.

Introduction to TikTok's Role in Modern Branding

TikTok — originally named Douyin in 2016, before having its name now with the international launch in 2017 — started off small, but started to rapidly grow over the years, with the content primarily catered towards short-form video contents. The platform features an algorithm based search system, meaning that contents that users resonate with or trending topics often pop up on a users' For You Page (FYP). This algorithm is what brands can play and manoeuvre around with to increase their brand exposure.

The Rise of TikTok as a Marketing Platform

TikTok saw a massive surge in 2019, with the 2020 pandemic catapulting its popularity even further with most people stuck at home, scrolling through their phones. Even though quarantines have been lifted, TikTok continues to be a prevailing element from those times, with many Gen Z and Millennials remaining on the platform to both make and absorb content. Businesses have also remained on the platform, creating content that would allow them to capture the attention of this younger market.

How Humor Became the Language of Engagement

On TikTok, humor isn't a genre—it's the language. Users come to the app to be entertained, not sold to. Humor builds instant rapport, encourages shares, and keeps people coming back for more. In a feed filled with clever one-liners and absurd filters, brands that can match the tone earn a place in the scroll.

Why Brands Are Embracing Memes and Comedy on TikTok

Brands have discovered that being part of meme culture isn't just trendy—it's strategic. TikTok allows them to drop the corporate façade and speak in the voice of the people. Whether it's some funny skits that you've come up with a script for with your employees, or capitalizing off viral audios from other TikTokers or movies/series, it allows you to build a relatable connection with your younger market, which helps you gain relevance, resonance, and reach.

Understanding TikTok Humor and Meme Culture

To use humor effectively on TikTok, brands need to understand the unique style and rhythm of its comedy. It's not just about being funny—it's about being fluent in a fast-evolving, deeply niche cultural language.

What Defines TikTok Humor?

Humor is subjective, but on TikTok, there is always a constant factor, and that is trends. Audios and skits can go viral without any warning, maybe due to a skit that someone made, or a meme from a recently aired series on Netflix. For example, the '1A' scene from the Superman movie, or the 'We are humans' scene from Squid Game Season 3 have each sparked their own set of humorous skits.

Types of Viral Humor Content (Skits, Sounds, Duets, Trends)

Humor travels through specific formats on TikTok:

• Skits: Quick comedic scenes acting out relatable situations.
• Sounds: Popular audio clips that become punchlines on their own.
• Duets: Side-by-side interactions, often adding a twist to another video.
• Trends: Evolving memes and challenges that invite mass participation.

Brands that adapt their content to these formats tap into what's already working.

The Power of Relatable, Shareable Content

Relatability drives engagement. When people see something that feels true to their life—whether it's a dating disaster or a coffee addiction—they're more likely to laugh, share, and follow. TikTok humor isn't just about making jokes—it's about making people feel seen.

The Branding Potential of TikTok Humor

Humor isn't just fun—it's functional. When used strategically, it becomes a branding tool that drives exposure, shapes identity, and builds long-term audience relationships.

Boosting Brand Awareness Through Virality

Going viral is easier said than done, but TikTok makes it possible through humor. One funny video can skyrocket a brand into public consciousness. Unlike paid ads, viral humor spreads organically—driven by shares, reactions, and reposts.

Building Brand Personality and Connection

TikTok allows for brands to put faces to their name, showcase their personality, and relate to their target audiences through a series of short-form videos. This builds connection to audiences as it no longer feels like they are being targeted by a brand, but having a normal person present something they might like by being relatable and humorous.

Reaching Gen Z and Millennials Through Humor

Gen Z and Millennials respond to content that speaks their language—humor, irony, memes, and emotion. TikTok humor is tailor-made for this crowd. Brands that lean into comedy earn both attention and interest from a demographic that lives and breathes it.

Strategies for Using TikTok Humor to Grow Your Brand

You can't conjure up humorous content willy-nilly. There are certain factors that need to be taken into consideration before posting a TikTok reel. This includes timing, trends, and intention that matches with your brand’s voice.

Leveraging Trending Sounds and Challenges

Trends move fast on TikTok. By jumping on popular sounds or participating in viral challenges—while adding a brand-relevant twist—you can ride the wave of discoverability without reinventing the wheel.

Creating Authentic and Brand-Consistent Humor

Humor must match your brand identity. Even if your TikTok contents are not hopping on the latest trends, your content should be able to reach and relate to younger audiences without compromising the message or brand.

Using Humor to Drive Engagement and Conversions

Laughter leads to interaction. Use humor as a hook—but also include subtle CTAs, product tie-ins, or links that turn attention into action. Comedy can be the bridge from content to conversion.

Case Studies: Brands That Successfully Used TikTok Humor

There have been instances where brands have used TikTok to their advantage, and have skyrocketed in exposure because of it. Let's take a look at some of the brands that have used TikTok and have seen massive success.

Duolingo – How a Language App Became a Meme Machine

Duolingo's TikTok strategy revolves around its green owl mascot doing outrageous, often unhinged things—like chasing users or thirsting after pop stars. It’s chaotic, funny, and weirdly effective. Users now associate Duolingo with fun, not just grammar.

Corsair – Unhinged Gamer Humor

Corsair is a brand that is positioned to be one of the best brands for gaming equipment out there, and their TikTok is able to show this off spectacularly by incorporating humorous content with lingo typically found in a gamer's dictionary.

Ryanair – Turning Sarcasm and Filters into Brand Loyalty

Ryanair's self-deprecating humor has become legendary. This is a brand that takes anything flight or plane related, and turns it into a humorous reel that sticks with their target audience, building a sort of witty relationship between the two.

Measuring the Impact of TikTok Humor on Brand Growth

It's not all just vibes and views. Humor-driven content can—and should—be measured like any other marketing tactic.

Key Metrics to Track: Views, Shares, Follows, Engagement Rate

High views are great, but engagement tells the full story. Comments, shares, and follows show how much your humor resonates. Track what formats and tones generate the strongest response.

Linking TikTok Activity to Website Traffic and Sales

Use link-in-bio tools, promo codes, or UTM tags to measure click-throughs and conversions. TikTok is a top-of-funnel platform, but with the right strategy, it can drive bottom-line results.

Gathering User-Generated Content and Sentiment

Monitor how people respond—are they duetting, stitching, or referencing your brand? Positive sentiment, jokes in the comments, and creative remixes signal a strong connection with your audience.

Conclusion: Turning Laughter Into Loyalty

At its core, TikTok humor is about connection. It breaks down barriers, creates inside jokes, and turns brands into personalities. When used with purpose and authenticity, it can lead not just to viral fame—but to lasting customer relationships. So yes, laughter can grow your brand. All you have to do is be bold enough to make them smile. If you're looking for a way to start and boost your business growth with TikTok, we at Legency Group are ready to help you take the first step into the world of creating TikTok content