Being funny isn’t enough on its own: When humour works on TikTok

A collage of humorous TikTok videos from Burgenland University of Applied Sciences

Featuring real staff and everyday situations in humorous TikTok posts – that’s the approach taken by Burgenland University of Applied Sciences.

Trying to be funny on social media can backfire not only for politicians, but also for businesses. A Master’s thesis from the Digital Media and Communication study programme at the University of Applied Sciences Burgenland explains why a joke must be in keeping with a brand’s image in order to come across as credible.

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