Duolingo1. Put your best feature into a meme
Riffing on a song lyric with a product term is fun to repost.
- Pick a trending lyric or sound
- Swap in your product's key word
- Post with a short video
- Keep the voice casual
How to use humor in B2B marketing
Humor works in B2B when it is about a pain your buyers share and still points back to the product. Join jokes your audience already makes, turn your best feature into a meme, and keep the voice the same everywhere. Duolingo memes its streak, Ramp jokes about its own name, Supabase joins a shared joke.
Updated · By Blake Emal · 6 real examples, each linked to its source
What are the steps
- Joke about the buyer's painNot about the buyer.
- Join a joke already goingSupabase joined a joke its audience shared.
- Meme your best featureDuolingo puts its streak into memes.
- Laugh at yourselfRamp turned its own name into a joke.
- Keep a line you will not crossWrite it down so the team knows.
How do the options compare
| Humor move | Real example |
|---|---|
| Feature meme | Duolingo Streakstarter |
| Self deprecating | Ramp so hot right now |
| Join a shared joke | Supabase Claude tip |
| Model nickname | Mistral Le Chonk |
| Playful score | Spotify Jam |
Which real examples show it
Duolingo
Ramp2. Turn your own name into a joke
Playing on the brand name ties a trending moment back to Ramp in five words.
- Watch for news that touches your brand name
- Write a five word riff
- Pair it with a striking video
- Post the same day
Supabase3. Join a joke your audience already shares
It joins the conversation developers are already having on AI tools, with a joke they recognize.
- Watch what your audience jokes on this week
- Make a screenshot that captures the joke
- Caption it in three words or fewer
- Post it while the topic is hot
Mistral4. Give your model a nickname people repeat
A playful nickname makes benchmark news fun to share.
- Give your product a fond nickname
- Share third party results
- Keep the joke and the data together
- Link the source
Spotify5. Rate your own feature with a playful score
A familiar meme format highlights a feature without sounding like an ad.
- Pick a known meme format
- Compare an old way to your feature
- Exaggerate for fun
- Keep the product name in
Resend6. Hide an easter egg fans can find
Hidden details reward fans who look closely and give them a story to share.
- Hide a meaningful detail in an unexpected place
- Let fans find it
- Celebrate the finder in public
- Tell the story behind it
Get three ideas for your own product
Open the idea generatorPick a channel and a goal. Get real examples and a plan to fill in. Free, no login.
What else do people ask
Is humor risky for B2B brands
Less than being forgettable, if the joke is kind and about a shared pain.
Who should write the jokes
Someone who lives in your audience's world and knows their memes.
Does humor drive sales
It drives attention and memory. Pair it with a clear product.