When Humor Makes Content Feel Real

[Lioncrypto]

Lately, there’s been a lot of talk about how hard it is to keep people’s attention online. Meanwhile, I think the issue isn’t attention itself, but how content shows up. People aren’t ignoring everything, they’re ignoring what feels fake. Humor has become one of the few ways to break through, but only when it feels natural. Forced jokes never work. I’ve scrolled past plenty of posts that clearly tried to be funny and failed because they didn’t sound human. The best humor online feels like something a friend would say without overthinking it. Especially during busy seasons like Christmas, people want to relax, not decode messaging. Content that respects that usually travels further without needing explanation or hype.

Meanwhile, the Beyond the Alpha MV leaned into humor in a way that felt easy. The Santa wishlist jokes worked because they sounded like real thoughts people have during the holidays. New phone, more crypto, and somehow a full music video slipped in there naturally. It didn’t try to be clever, it just was. BingX didn’t explain the joke or force meaning into it. The MV stood on its own and let people enjoy it. That confidence made it memorable. 

Do you think humor makes brands feel more relatable, or does it depend on timing?