In the wake of the Orlando tragedy – the newest in a series of horrific shooting attacks – it’s all the more reason to remember the importance of giving your audience joy, hope, and a few laughs. Last weekend’s tragic event is yet another reminder of what non-news stations can provide their listening communities in the way of emotional support.
By now you’ve run into this Facebook Live video of a woman celebrating her own birthday by buying a talking Chewbacca mask. This video went beyond viral, racking up well more than 150 million views. And along the way, it’s turned Candace Payne – the “Chewbacca Mom” – into an overnight internet star.
She’s been on Good Morning America, had an in-car moment with James Corden (with a surprise bonus visit by J.J. Abrams), visited Facebook headquarters, and collected over $400,000 in gifts. She’s also elevated Kohl’s (where she purchased the mask in the bargain bin for around $20), proving once again that organic product placement can trump all conventional advertising.
But what’s the story behind the “Chewbacca Mom” video, why does it make us laugh (even if we don’t want to), and what can it tell us about radio’s personality shows and why they work/don’t work? Thanks to The New York Times writer Amanda Hess, they attempted to analyze the characteristics that cause people to laugh, specifically at this video. And we’ve added some “radioisms” to provide some context.
It’s certainly not about “going viral,” even though that’s been the most publicized part of the “Chewbacca Mom” story. Facebook’s contribution to the success of this video is obvious, but it runs much deeper than that. When you look at the underlying reasons why it took off, it underscores the foundation of why all humor works, including what we try to create on the radio every day.
Here, then, are 7 keys to why this video broke the internet, and how personality shows can learn from the “Chewbacca Mom,” an amateur who perhaps knew more what she was doing when it comes to providing entertainment and generating laughter:
1. Real life works
As you watch Candace Payne, it’s obvious this video isn’t contrived. Unlike so many radio benchmark bits (think so-called scripted Reality TV), this is a real life moment. Here’s someone who finds a way to laugh at one of life’s mundane moments and blow it up into something that is special and relatable to millions. The best humor is based on real-life stories and events that personalities are able to capture, whether it’s that out of the blue listener phone call or spontaneously connecting with people on their streets, living their daily lives. When it’s fake, the audience can smell it.
2. Simple joys
We spend time chasing the biggest and best things in life – that hot new car, the latest smartphone, the next amazing getaway, or the trendy 
restaurant in town. But “Chewbacca Mom” is a reminder that it’s the simple things in life that connect and resonate. That hits home big-time in this video where we quickly realize that a throwaway item in a bargain bin is the catalyst that sends Candace Payne (and us) into gales of laughter. You don’t need a big budget to make people laugh.
3. It’s personal
Payne is not a professional personality, and that’s obvious when you watch this video. But she looks you in the eye and talks right to you – as if you’re there – a quality that eludes so many radio personalities who are so busy broadcasting they forget that radio works when it’s real, authentic, one-to-one communication.
4. It wasn’t expected
Look, I believe in benchmarks as much as the next consultant. When they’re clever and well-executed they work, creating “occasions.” But when you know that “War of the Roses” comes up every day at 7:40, it may be something you look forward to, but it’s sure not much of a surprise. While habit and routine are a part of why radio shows connect and become part of the fabric of people’s lives, the ability to surprise and charm may be even more important. Part of what hooked millions into Candace Payne’s video is that it was surprising, and we just didn’t know what was coming next.
5. Laughter is contagious
There’s a reason why even the best-written sitcoms almost always have a laugh track. And if you’ve ever watched a comedy in an empty theater, it’s amazing how something that’s very funny just doesn’t connect without hearing the laughter of others. If you think about the most successful personality shows on the radio, there’s almost always someone on the mic with a “great laugh.” Because radio doesn’t have a live audience, this component is a key to funny shows sounding…funny.
6. It better be funny
I often talk with programmers and talent about shows where the comfortable question is looming in the room: So who’s the funny one? This isn’t to say the only true viral video successes must have a humor component. But shows or videos that are charming, informative, or even witty fall short if there isn’t a true funny person in the room. And as we often see on personality shows, it often takes just one truly funny person to electrify the room, and even make the other cast members funnier. We would not be sharing Candace Payne’s in-car moment if it wasn’t funny.
7. Social media’s reach & longevity
Face it – Facebook’s “cume” and “regularity” are bigger than the audience of the #1 station in town, or the top personality (including Howard Stern). Something funny that’s shared on Facebook has the power to be gleefully shared with thousands (or more) of your target listeners, along with people who may never have heard of your station or your show. Thinking about how the simple, honest, and human moments should be presented, posted, and shared can lead to residuals we never could have dreamed about in “old school” radio. And their ability to live on in perpetuity makes these moments potentially more special than a bit that’s “one and done.”
Perhaps you saw other qualities in “Chewbacca Mom” that translate to what you’re doing as a station or a show. But understanding the zeitgeist of today – what causes people to laugh, share, and enjoy – especially in trying times like these can be the secret to success on the radio.
Anything for a laugh.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Check out this ad: https://youtu.be/FfezfZPw-qk
It’s from Coke; it ran in Belgium. A nice example of how laughter can be contagious.
I think some PDs at times forget that listeners are looking to have fun. We’re the Toy Department. Listeners come to us to get away from tragedy, politics and all of the general bad things happening in the world. Give listeners a laugh and they’ll be back.
Great video, Craig – a professional laugher. Thanks for the observation, especially the Toy Department analogy. Better than Housewares, right?