Brands have joined in on the April Fool’s festivities for decades, pranking their audiences in an attempt to spread joy, build relationships, and ultimately stay relevant. The problem, though, is that over the years it seems that creativity has dwindled, pranks are falling flat, and many marketers are left wondering: “Should my company do an April Fool’s joke?”
In this #ContentChat community conversation we are joined by longtime community member and friend Maureen Jann (@SuperDeluxeMo), marketing director and strategist at SuperDeluxe Marketing, to weigh the pros and cons of brand April Fool’s jokes, with an added element of how to approach pranks in times of global crisis. Read through the conversation below, and comment with your take on whether brand April Fool’s pranks should end.
Q1: Brand April Fool’s Day pranks. Are you a fan of them, or do you think they are past their prime?
60% of our poll respondents feel that brand April Fool’s Day pranks are past their prime, 27.5% take the opposite stance, and 12.5% are undecided.
Q1: Brand April Fool’s Day pranks.
Are you a fan of them, or do you think they are past their prime?
Please answer the poll and reply with your POV. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) March 30, 2020
Of those that are against brand April Fool’s pranks, some feel that these activities have been irrelevant for several years. Often, the “jokes” feel like a rushed attempt to hop on the April Fool’s bandwagon without having a legitimately delightful and entertaining idea. Or, even worse, the jokes come across as offensive or distasteful.
A1: I hate pranks of most kinds. They tend to be a great way to illustrate how thoughtless you are whether you’re a brand or a person. It takes a light touch an emotional IQ and people rarely navigate it well. So, I say: 👎 #ContentChat
— Maureen Jann (@SuperDeluxeMo) March 30, 2020
A1: I’m with you, Maureen. I don’t like pranks. Jokes that aren’t at the expense of another person are OK with me. But no pranks. #ContentChat
— Darcy De Leon 👩🏻💻🏠Blog Editor (@darcydeleon) March 30, 2020
A1: I’ve been over brand April fool’s jokes for a very long time. Probably starting with the year I convinced everyone to NOT do one then my boss, at 5 p.m. the day before, decided we HAD TO do their lame idea for one.
Yes, we worked late, and yes, it bombed. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) March 30, 2020
A1b: All too often, I see brands publishing lame or even insulting April fool’s pranks, that are about fooling their audience, just b.c everyone else is doing it…not bc they have come up with something to delight and inspire their customers. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) March 30, 2020
Most AF jokes are underwhelming. Often, they’re rushed, feel off-brand, and simply aren’t entertaining. If you’re going to do a joke, take the time to plan it, give it the resources it needs, and stay true to your brand. This year, though, please, no jokes. #ContentChat
— Alek Irvin (@AlekIrvin) March 30, 2020
In part, the issue with brand April Fool’s jokes is that many companies do not have an established identity of being fun or quirky (which is OK). The audiences of these brands could be confused or even feel alienated receiving a prank from a brand that otherwise is buttoned up in its communications.
A1: I think they’re past their prime, unless it’s actually part of your brand personality to pull something off. I like fun little things some Google products have done in the past that didn’t go overboard. #ContentChat
— Berrak 👩🏻💻| MissQuello on ACNH (@BerrakBiz) March 30, 2020
a1b: And to @DianaRich013 ‘s point, they have to fit with the brand voice. A buttoned-up brand won’t be able to pull that off. #ContentChat
— John Cloonan (@johncloonan) March 30, 2020
A1. Coming in late… I think pranks rn don’t work well unless humor part of your brand personality AND you’ve made sure your brand communicates how you are helping ppl first. Otherwise, it can backfire. #ContentChat
— Kathy Klotz-Guest, #thatwomaninCA! (@kathyklotzguest) March 30, 2020
I don’t like pranks from brands that don’t work all year long to care and humor matters all year. it needs to be part of their values. I am all for levity – you know! – amid the chaos, I’d rather see small fun things that help ppl, not self-serving PR stunts. #ContentChat
— Kathy Klotz-Guest, #thatwomaninCA! (@kathyklotzguest) March 30, 2020
That said, many marketers are still excited at the potential of April Fool’s jokes. This year with the global COVID-19 pandemic, though, brands must approach their jokes with extreme caution—on one hand, there is a need for entertaining (and distracting) content, but there is increased risk this year with heightened sensitivities.
A1] If your April Fool’s jokes take into consideration how people are feeling, they may add some delight to people’s lives. #contentchat https://t.co/ySj9LZceOt
— HeidiCohen #CMWorld 2019 Speaker (@heidicohen) March 30, 2020
A1: I said we need them, particularly right now. They need to be great and well executed, though, and of cource, no coronavirus jokes this year. #ContentChat
— John Cloonan (@johncloonan) March 30, 2020
#contentchat A-1 Really need to laugh a little with this hard times upon us.
They should have some empathy and inspirational personas.
— Mphete (@Mphete_Kwetli) March 30, 2020
A1) I think Brand April Fool’s day pranks are great when done well. Given the current climate, brands doing them in 2020 will need to be careful of walking the fine line between comedy and insensitivity. But I think we could use a nice laugh in times like these. #contentchat
— OnePitch (@onepitchsaas) March 30, 2020
A1: Yeah, context shall make all the difference. And I do feel this should be done with extra extra sensitivity or not done at all. #contentchat
— Kaamayni (@kaamayni) March 30, 2020
#Contentchat A1. I feel like it depends on the prank. If it’s in good taste, fine. However, if the prank is in a way that gaslights others and subtly puts people down, not good. That’s why our society is becoming so sensitive.
— Jason Krause (@JasonAKrause) March 30, 2020
Instead of doing an April Fool’s joke, brands could instead focus on providing insightful and genuinely helpful content for navigating this pandemic.
A2: I don’t think the nuance needed wouldn’t be there if many brands tried to do it.
Sure, we could all use a laugh right now but there’s a bigger need for compassion, facts, help, stability, hope etc #contentchat
— Carolina (@YoursTrulyCaro) March 30, 2020
A2: Agreed. It’s better right now, I think, if brands see how they can help, especially help the people needing it the most. Focus on helping not on being April-Fools trendy. #ContentChat
— Darcy De Leon 👩🏻💻🏠Blog Editor (@darcydeleon) March 30, 2020
Or, there are a variety of other themes that brands can follow in April that don’t involve pranks.
A1c: Some fun April month observances brands could kick off on the 1st instead of a prank:
International Guitar Month
Keep America Beautiful Month
Lawn and Garden Month
National Decorating Month
National Garden Month
National Humor Month
National Inventor’s Month#ContentChat— Erika Heald | Content Marketing Expert (@SFerika) March 30, 2020
Q2: Whether you are a fan of them or not, what do you perceive as the reason brands typically go in on an April Fool’s content prank? What marketing goals are they supposed to achieve?
If your brand wants to do an April Fool’s joke, start by asking what goal(s) you want to achieve. Some common goals include to “go viral”/drive awareness (which is not an effective motivation)…
A2: I feel like the goal is attention. But the idea that there is no bad publicity is untrue, IMO. #ContentChat
— Maureen Jann (@SuperDeluxeMo) March 30, 2020
#contentchat A2) Think about how you can use a seemingly one-time encounter as a kickoff to a long-term relationship with your new audience.
— Kathy Kopacz MS (@kkopacz1) March 30, 2020
#Contentchat A2. It seems brands that do April Fools pranks want to increase their awareness and reach.
— Jason Krause (@JasonAKrause) March 30, 2020
A2: I think it’s mostly for attention and the thought that it might go viral. Unfortunately, most just aren’t clever enough to go viral (at least for the reasons they want it to). #ContentChat
— Jeremy Bednarski (@JeremyBednarski) March 30, 2020
A2. I think brand impressions, customer engagement and the hope that it will go viral! That’s definitely what I’ve seen in clients I’ve worked with on similar projects. #ContentChat
— Jessica Thiefels (@JThiefels) March 30, 2020
Humanize the brand…
A2: I think the marketing goal is to humanize the brand, and to potentially drive traffic. “Hey, I wonder what brand X did this year for April Fool’s?” #ContentChat
— John Cloonan (@johncloonan) March 30, 2020
Build a community (which we recommend as a goal)…
A2: A reason I dislike brand April Fool’s jokes is they seem to be designed for shock value in the hopes of garnering national publicity.
When I enjoy them, it’s been because they have connected with me as a member of the brand’s community. very different goals. #ContentChat https://t.co/j45bkEimkH
— Erika Heald | Content Marketing Expert (@SFerika) March 30, 2020
A2) i think the main plan is relationship and bonding with their audience. Doing something short, funny and memorable.#contentchat
— Analyteek Marketing Agency (@Analyteek) March 30, 2020
A2) I think many brands do this to further create that personality and relationship with their customers beyond their products or services. When done well, April Fool’s day pranks are a solid way for brands to creatively put themselves in the conversation #contentchat
— OnePitch (@onepitchsaas) March 30, 2020
A2: Brand recognition, website traffic, growing a social following. But should it be more about engaging your loyal followers and brand base, rather than stretching to new faces that may not engage long-term? #ContentChat
— WriterGirl (@WriterGirlAssoc) March 30, 2020
Or to simply fulfill the request of a team executive that wants to be trendy and align with April Fool’s (which happens all too often, usually at the last minute, and it too often does not go well).
A2. Goals for #marketing April Fools jokes include:
✔️ Increased brand awareness
✔️ Branding (if humor fits)
✔️ CMO egoIn ascending order. #ContentChat
— Tod Cordill (@todcordill) March 30, 2020
A2: Not sure why marketers would do April Fool’s pranks. Would they do it because it’s timely and a well-known day? Doesn’t seem like the best premise for a marketing goal. But if the brand is light and funny maybe something light and funny that’s not hurtful works?#ContentChat
— Darcy De Leon 👩🏻💻🏠Blog Editor (@darcydeleon) March 30, 2020
Q3: Given the current pandemic, is it time for brands to lay the April Fool’s prank to rest? Why or why not?
Expanding on the conversation from Q1, our community is split on whether brand April Fool’s pranks need to stop. Critics note that most brand April Fool’s jokes feel forced, misaligned with the company identity, and simply not worth the investment. And with the current pandemic, there is a thin line to walk between insensitive and entertaining.
A3a: I’m seeing consumers being very sensitive about brand communications surrounding the pandemic. I think it is far more likely a brand would step in it and see backlash with an April Fool’s prank this year than in year’s past. #ContentChat https://t.co/izFKNHQBhf
— Erika Heald | Content Marketing Expert (@SFerika) March 30, 2020
#contentchat A3) Yes. Often times brands lose their sense of reality and try to force an angle no matter what the subject matter. If someone attempts to do that with coronavirus this April Fools, it would be a terrible idea.
— Kathy Kopacz MS (@kkopacz1) March 30, 2020
A3: I think for this year. There’s just too much risk that some brand will do something insensitive or just dumb. #ContentChat https://t.co/PnLvw1Ysy2
— Jeremy Bednarski (@JeremyBednarski) March 30, 2020
Q3. There’s so much suffering, fear, danger right now with the new coronavirus. It seems insensitive, clueless. I guess it depends.#ContentChat
— Darcy De Leon 👩🏻💻🏠Blog Editor (@darcydeleon) March 30, 2020
Those in support of April Fool’s jokes encourage brands to participate, with the requirement that they have a creative idea that will be well-executed with several sensitivity checks along the way. With the current pandemic, April Fool’s jokes may be more welcomed than in years past as audiences are looking for a welcomed distraction from the turbulent times.
A3: Although I stand by my loathing of pranks, I think distractions are 100% welcome right now. It’s REALLY easy to get anxious and stressed with the content that’s out there. We need fresh channels with fresh content to help get our mind off things #contentchat
— Maureen Jann (@SuperDeluxeMo) March 30, 2020
A3b: OTOH a brand that is able to come up with a lighthearted, cute April Fool’s joke that is 100% on brand, that makes its customers smile should go for it. I think we could all use more smiles! And content that makes us want to send it to people we miss. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) March 30, 2020
A3: No. If a brand can do something creative, execute it well, and give us all a laugh, then it’s more needed than ever right now. #ContentChat
— John Cloonan (@johncloonan) March 30, 2020
A3) #contentchat If the brand’s marketing team can come up with a prank that is authentic, humorous and not horrible – give it a shot. We could all use something funny right now. But there is a very, very fine line, sooooo … good luck to those folks!
— Diana Richardson🍷 (@DianaRich013) March 30, 2020
#Contentchat A3. I feel given the current pandemic, we could use more well done humor, and less controversial or shock and awe humor.
— Jason Krause (@JasonAKrause) March 30, 2020
A-3 This is time where is needed most to enlighten the room a bit with smile and laughter.
Don’t shock people sharing memories of good impression and inspiration. #contentchat https://t.co/EBfO1IUKlE— Mphete (@Mphete_Kwetli) March 30, 2020
As with any external communications and activities, put yourself in the shoes of your audience to screen for potential harm. Edgier, controversial jokes are always risky, especially during a crisis, but not off-limits if it fits with your brand identity.
With the uncertainty of #COVID and related stress, please take extra time to check your communications & #contentmarketing.
Ask yourself: How would I feel if I received this communication?#contentchat
— HeidiCohen #CMWorld 2019 Speaker (@heidicohen) March 30, 2020
A3a: Agreed. Any brand campaign starts with consumer need & this is the time brands need to listen by looking at the emotional levels of their audiences to decide what is the best suited output. Communication is tricky & a double edged sword right now. #contentchat
— Kaamayni (@kaamayni) March 30, 2020
A3. IMO, it’s the same this year it always has been. Brands have to ask themselves: Is it relevant? Does it make sense as your brand? Will it be seen as tacky or authentic? These are questions that should dictate your COVID messaging as well, so stick with that. #ContentChat
— Jessica Thiefels (@JThiefels) March 30, 2020
A3) I think it comes down to the joke they are aiming to make. If it is light and brings joy to their audience, I say why not. But today’s climate is not the time to make any controversial or edgy prank humor. #contentchat
— OnePitch (@onepitchsaas) March 30, 2020
A3c: And absolutely no April Fool’s jokes this year about or involving toilet paper. The pitchforks will come out! #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) March 30, 2020
A3.
A brand will have to be clever and not create more misinformation or confusion.
A good laugh now would be great – something to bring us all together. But its important to be sensitive to what the whole world is going through.
My take – not necessarily correct.#ContentChat.— Bruce Mayhew (@BMCtrainercoach) March 30, 2020
Q4: What are some things brands can do instead of an April Fool’s prank to achieve the same desired brand goals?
If your brand decides an April Fool’s prank isn’t the right choice, there are still plenty of different ways to meet your goals. Consider hosting challenges and contests on social media…
#Contentchat A4. I’ve read and heard about challenges and contests doing very well on social media.
— Jason Krause (@JasonAKrause) March 30, 2020
Offer a deal or gift to your customers (playing into a “this is no joke” angle)…
#contentchat A4) Customers will be overwhelmed by many jokes. Therefore, it would be refreshing for them to have a good traditional deal. You can send messages such as: “The deal is no joke” or “You’re probably receiving many jokes today, so here’s a serious discount”.
— Kathy Kopacz MS (@kkopacz1) March 30, 2020
#contentchat A4) Come up with ways to amaze your customers. Online shops can consider giving a discount at check out automatically. Restaurants can serve an appetizer for free.
— Kathy Kopacz MS (@kkopacz1) March 30, 2020
Host a ‘thank you’ campaign…
A4.
Sorry – had a client call.
1. A ‘thank you’ campaign
2. Do social outreach – donate what they would spend on an April Fools joke to a FOODBANK – many are in desperate need.
3. Have a Dance Party: learn moves to 1 song and perform
Basically – help us all laugh.#ContentChat— Bruce Mayhew (@BMCtrainercoach) March 30, 2020
Or simply focus on providing year-round value for your audience.
A4: Be remarkable all year long? I mean… it feels more sustainable to me. Some will land, some won’t. As long as they are tasteful and on brand, you start building rapport with your audience based on long term, strategic work rather than a one-off prank. #ContentChat
— Maureen Jann (@SuperDeluxeMo) March 30, 2020
In times of crisis specifically, brands could instead focus on connecting their audiences with the resources they need.
A4: We said it earlier, change it to something that lifts people up. Promote donating to family/kids that need food, do something for your employees that are dealing with WFH or especially those that aren’t WFH, etc. #ContentChat https://t.co/foeDc9CN1j
— Jeremy Bednarski (@JeremyBednarski) March 30, 2020
A4. Offer their services or products to those who need it most at a discounted rate or for free. Being sensitive to the economic impact COVID is having on so many people is always a wise choice. Plus, you’re building brand value and loyal brand followers by helping. #ContentChat
— Jessica Thiefels (@JThiefels) March 30, 2020
Whilst I’d generally agree with this concept, it tends to be more applicable to brands whose positioning is related to moral benefits. It entirely depends on the type of business as sometimes people will think you’re just following the trend without *actually* caring #ContentChat
— Itamar Blauer (@ItamarBlauer) March 30, 2020
Regardless of your team’s approach, avoid posting anything serious until April 2 or later to avoid confusion.
A4) If brands aren’t intending on participating during April Fool’s, they should avoid posting out anything serious (or wait until April 2nd). People may get the wrong idea, and it’s usually better to say nothing if there’s nothing good to say. #ContentChat
— Itamar Blauer (@ItamarBlauer) March 30, 2020
Q5: What are your final thoughts on brand April Fool’s pranks?
If your brand has an authentic and genuinely delightful prank idea, do it.
Final thoughts: Let’s not take ourselves so seriously. If your brand can do something fun and creative and possibly self-deprecating, do it. #ContentChat
— John Cloonan (@johncloonan) March 30, 2020
When in doubt, skip the pranks.
#Contentchat final thoughts about April Fools prank… when in doubt, pass on the prank and try to encourage, empower, or equip others.
— Jason Krause (@JasonAKrause) March 30, 2020
If all else fails, focus on providing value. Empathy and positivity are also welcomed, especially during difficult times like this.
Final thoughts: If nothing else seems to be working- spreading empathy & positivity will always be welcomed. Brands need to embrace this paradigm shift to establish authenticity + connect with a bigger purpose. #contentchat #futurebrands
— Kaamayni (@kaamayni) March 30, 2020
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