B2B marketing seems to be dominated by stock photos, vague slogans and structured presentations. While we understand the use and practicality of these communication materials, we have noticed that audiences are asking for more. Even in a B2B context, people want to feel an emotional connection and be entertained while receiving the cold facts.

The good news is that bringing a balanced creative approach to B2B content isn’t just possible, it’s effective and can help your brand stand out.

Injecting creativity—whether through humor or unconventional formats—creates memorable experiences that resonate with buyers. In a world where every brand is competing for attention, being memorable is half the battle.

So, how do you make B2B content fun without crossing into unprofessional territory? Here are a few ideas:

Playful Language

Move away from overly technical terms or buzzwords. Instead use humor, tangible results, or conversational tones to capture attention and evoke a positive emotional response.

We are all in for the use of emojis. One quick statistic to support our case: did you know that including an emoji in Google Ads can result in a 3% increase in CTR?

Unexpected Formats

Use mediums like GIFs and short videos to bring a fresh perspective. Extra points if you can develop an interesting and meaningful podcast.

Most marketers are not surprised by the reign of short videos, keep betting on one of the formats that promises the most engagement and results for 2025.

Humorous Visuals

Memes, comics, or lighthearted videos are an excellent way to engage audiences by combining entertainment with information. They take complex or dry concepts, common in B2B industries, and make them more accessible and enjoyable.

We recently had the opportunity to work with a B2B client in the technology industry whose culture and values fit with more casual and entertaining communications.

We saw the power of memes first-hand: LinkedIn Ads with memes generated more than 16x the impressions and 14x the clicks than other Ads in the same audience.

Overall, we know that changing years of B2B campaign styles isn’t easy, and humor cant always be easy to justify with larger teams (and not everyone gets it!), but remember: Creativity doesn’t mean abandoning your brand’s professionalism. Here are some key guidelines to keep it balanced:

Understand your audience: Think about what would make your audience smile? What experiences do they have in common? What problems give them a headache? These starting questions can be key to understanding their humor.

Align with your brand values: Is your brand focused on positivity? Does it have room for more sarcastic humor? Choose the communication style that fits your mission and culture the best.

Start small: Test fun concepts with a smaller audience or in low-stakes campaigns. Use these wins as a staircase to bigger projects.

Use Metrics to Guide You: Monitor engagement and conversion rates to ensure your creative content is achieving its goals. Not everything will work. Some memes don’t always do the trick.

Overall, by injecting creativity and a touch of humanity into your content, you can not only grab attention but also build stronger connections with your audience.

Differentiate yourself from AI-generic ads and buzzwords, to create content that your readers will actually want to save and share.

Remember: it’s not about being silly—it’s about being real, relatable, and memorable!

If you are curious about our content creation approach and how our services can adapt to your brand, contact us at info@vrand.biz