Brands don’t need to do April Fools content

It’s expected and it’s tired.

@brandsauce.co brands, we get it, you’re clever, but just don’t. #brand #marketing #aprilfools ♬ original sound - joe builds brands | brandsauce

With April Fools Day coming, I was thinking about how common it is for brands to try celebrating the day with a silly message or post about their company and products.

It’s far from new—brands have been doing this long before the age of social—but with how easy it is to quickly create and distribute content through digital and social channels, it’s been incredibly common for the past 15-20 April Fools Days.

When people expect it, I wonder how worthwhile it is for brands to continue doing this type of activation. On one hand, it’s a way to be a little different, but on the other, so many of these “jokes” are tired and lazy.

Unless an initiative really has the juice, maybe a brand team’s time is better spent elsewhere.