Facebook’s Language of Laughter and What It Means for Brands

Social Media

Facebook’s Language of Laughter and What It Means for Brands

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By Sociabble

Following the publication of an article by Sarah Larson from The New Yorker, Facebook conducted research into how users express laughter on the platform. The data, which was collected over the course of one week at the end of May, offers some interesting insights into the “e-laughs” users commonly opt for.

We Love to Laugh

During the week that Facebook monitored, 15% of people included laughter in a post or comment. According to the results, the most common laugh is haha, followed by emoji and hehe. It’s bad news for lol though, which seems to have fallen out of favor.

But We’re Creatures of Habit

The Facebook data indicates that e-laughs are like perfume or hairdressers; once users find one they like, they stick to it. Of the people who were recorded e-laughing, 52% used a single type of laughter but only 20% mixed things up.

Facebook also compiled data according to age, gender and location. According to the survey results, users of haha and emoji are generally younger than those who prefer hehe or lol. Meanwhile, women are far more likely to use emoji than men, and lol is more common in southern states than elsewhere in the USA.

 

 

That’s Enough Silliness, What’s This Got to Do with Brands?

Though primarily to do with how individuals communicate on a selected social network, this survey relates to something that brands can leverage across all online communication channels: humor. Here are some examples of how endeavoring to make users laugh (and, of course, e-laugh) can work in brands’ favor.

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Chevrolet, Pizza and the Rise of Emoji

Earlier this year, Chevrolet published a press release written entirely in emoji. In what was largely seen as an attempt to appeal to millennial buyers, the car manufacturer invited online audiences to have a bit of fun by trying to decipher the message before the real announcement was unveiled the following day.

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