Ninety-one percent of people globally prefer brands to be funny, yet 95% of business leaders fear using humor in consumer interactions, according to a 2022 report from Oracle.
Yet in the competitive (and we hate to say it — often boring!) world of banking and financial services, Monzo Bank has managed to stand out by adopting a unique and engaging social media strategy.
By blending humor, pop culture, and a touch of absurdity, Monzo has successfully integrated its brand into the daily lives of its audience and found a unique niche in the crowded banking market.
Grab some popcorn and be prepared to be amused as we dive into Monzo's innovative approach that aligns with the growing trend of absurdity in marketing and why it works so well!
The Rise of Absurdity in Marketing
The article "Marketers: Weird Is Back, Embrace the Absurd" highlights a significant shift in how brands communicate with their audiences. With the influence of Gen-Z humor and the need for authentic connections, absurdity has become a powerful tool for marketers. This style involves using unexpected, humorous, and often nonsensical content to capture attention and convey deeper meanings about everyday life.
Monzo's Approach to Social Media
Monzo Bank's social media strategy perfectly encapsulates this trend. Here are some key elements that showcase their success:
1. Brand Awareness with a Twist
Monzo's social media profiles and website are filled with playful phrases like "Corporate content never felt like Monzo." and "Make your money more Monzo." These slogans differentiate Monzo from traditional banks and evoke a relatable feeling among users. By making their brand synonymous with a fun and refreshing banking experience, Monzo stays top of mind for consumers.
2. Humor and Relatability
Monzo incorporates authenticity through humor into their posts, resonating with their audience on a personal level. We cannot help but laugh at their witty status updates, such as:
These humorous posts make Monzo's social media presence feel less like a corporate entity and more like a friend. You have to admit these are relatable!
3. Educational and Timely Content
Monzo doesn't just rely on humor; they also provide valuable information and timely updates. They effectively educate their audience about their products, such as automated bill payments and innovative saving methods, while keeping the tone light and engaging. This balance ensures that their content is not only entertaining but also informative.
After New Year's when the “Ins and Outs” trend (basically your resolutions!) was going viral, Monzo took the opportunity to join the conversation and killed it!
4. Embracing Pop Culture and Viral Moments
By tapping into pop culture and viral trends, Monzo keeps their content fresh and relevant. This approach not only attracts a younger audience but also shows that Monzo is in tune with current events and trends. It reinforces the idea that Monzo is a modern, forward-thinking bank that understands its customers' interests and lifestyles.
Considering they’re a UK-based company, it would have been a crime if they didn’t include a Bridgerton meme!
Why Monzo's Strategy Works
Monzo's success can be attributed to their ability to blend absurdity with authenticity. By embracing humor and the unexpected, they create memorable and shareable content that resonates with their audience. This approach aligns with the growing trend of absurdity in marketing, which, as the article suggests, offers an honest perspective on everyday life and helps brands connect with their audiences on a deeper level.
Monzo Bank has mastered the art of social media marketing by embracing absurdity and humor. Their strategy not only makes banking fun but also builds a strong, relatable brand identity. We can learn from Monzo's approach and explore how incorporating humor and absurdity into our content can enhance engagement and strengthen our connections with our audience.
Staying on top of trends while implementing social media best practices can be difficult to juggle with everyday business operations. We encourage you to reach out to us for any questions about social media. 🤝 We offer full social media management, consulting, content creation services, and more to make your brand stand out boldly to the competition every. single. time.
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