Steal Ryan Reynolds' 9-Figure Content Strategy And 3x Your Engagement

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😄 ryan reynolds

How To Use Humor To Create Content That’s 3x More Effective Than Your Competitors

Ryan walked away with $300 million when his stake in Mint Mobile was sold in 2023.

His brilliant content marketing was responsible for its success.

His work on Aviation Gin also earned him a spot as a 2019 Content Marketer Of The Year finalist (CMI).

Wild.

Here’s what makes his content so effective:

Relatable humor and authenticity.

He’s not afraid to gently mock himself and the industries he’s advertising.

Here’s a hilarious ad where he claims to blow and etch every bottle of Aviation Gin produced.

His tweets and Instagram posts often advertise his companies with witty one-liners, absurd callouts, sarcasm, and unexpected twists.

But What Makes Humor So Effective In Content? 

💡 Here’s the psychology behind it:

Superiority Theory:

Content that pokes fun at relatable situations or even at the competition creates a sense of camaraderie with the audience.

It builds loyalty and trust.

Self-Deprecation and The Pratfall Effect:

Creators who laugh at themselves and show their mistakes are more likable and relatable.

How To Do This Yourself 

Simple ways to inject some Ryan Reynolds-esque humor into your content:

• Playful Jabs: Lightly poke fun at common industry quirks or habits.

• Mocking Stereotypes: Gently spoof stereotypes related to your field or audience.

• Friendly Roasts: Gently tease other brands or creators in your niche.

• Self-Mockery: Use subtle self-mockery to connect with your audience.

• Humble Brags: Turn achievements into funny anecdotes that downplay your success.

• Bumbling Character Persona: Create a character who playfully represents common mistakes or misunderstandings in your industry.

More Examples Of Content Creators Doing This Well

Wendy’s:

The fast-food chain is known for its sassy social media presence on Twitter and Instagram.

Duolingo:

The language learning app has grown a huge following on TikTok.

A self-deprecating owl mascot and light-hearted threats in its study reminders.

Hannah Hart (My Drunk Kitchen):

She’s mastered the art of blending cooking with self-deprecating comedy on her 2.2 million subscriber YouTube channel.

Your 3-Step Actionable Summary:

1. Identify Humor Style: Choose a humor type (witty, self-deprecating, satirical) that fits your brand and audience.

2. Blend Humor With Content: Mix humor into content to complement, not dominate the message.

3. Test And Tweak: Pay attention to how your audience reacts and adjust for better engagement.

🐰 rabbit holes and resources

🍫 Today’s link candy for content creators:

• A great starter tool for editing short-form video content (templates, AI tools, automatic captions, and more) [link]

• How a viral ad turned into an award-winning content campaign [link]

• 12 essential marketing analytics tools for 2024 [link]

• The unusual psychology behind what makes people share content on social media [link]

Our Cheat Sheets For Content Creators:

✨ 47 ChatGPT Prompts For Hundreds Of Instant Content Ideas (That Your Competitors Would Never Think Of) [Link]

32 Psychology-Driven Headline Templates To Get Your Content 5x More Clicks (With Hardly Any Extra Effort) [Link]

🖋️Online Writing Checklist: 20 Little Changes To Keep Readers Hooked And Get Any Piece Of Writing 5x More Engagement [Link]

📱 48 Quick And Easy Social Media Post Ideas (So You Never Run Out Or Feel Stuck) [Link]

📝 One Question Survey

If you could change one thing about this newsletter, what would it be?