Laughter, Pistachio Milk, and Sea Moss: Crafting Your Own Erewhon Shenanigans
- Cheri Tracy
- Feb 26
- 8 min read
How Handmade Sellers Can Harness Instagram Humor to Elevate Their Brand
Instagram comedians Vincent Marcus and Manon Mathews have done it again, delivering another round of hilarious Erewhon shenanigans that leave us both laughing out loud and reaching for our pistachio milk. In a world where trends come and go like fleeting hashtags, these comedic geniuses remind us that humor is a universal language—a language that, when applied creatively, can transform even the most niche brands. In the vibrant ecosystem of social media, humor isn’t just entertainment; it’s a strategy, a way of building a loyal community that resonates with authenticity and clever storytelling.
Imagine this: you’re scrolling through your feed, and amidst the endless sea of product shots and polished influencer posts, you stumble upon a clip of Vincent and Manon poking fun at Erewhon’s latest superfood craze. Pistachio milk? Sea moss? It’s all about exaggerating everyday trends to create a moment of connection and comic relief. This isn’t just about being funny; it’s about taking a relatable situation and twisting it into an unforgettable experience that sticks with you long after the laugh has faded.
The Power of Humor in Branding
Humor has long been a secret weapon in the marketer’s arsenal. When big names and niche brands alike infuse a bit of levity into their messaging, they tap into a primal human desire: the need to connect, to share a laugh, and to feel seen. For handmade sellers, this means that even if you’re not stocked in massive retailers like Erewhon, you can still create a brand personality that is as memorable as it is approachable.
Stand Out with Authenticity
For small, handmade brands, authenticity is more than a buzzword—it’s the core of your identity. Vincent Marcus and Manon Mathews aren’t just making jokes; they’re celebrating the quirks and idiosyncrasies that make modern wellness culture so intriguing. Similarly, handmade sellers have a unique opportunity to highlight the personality behind their products. Instead of imitating big box strategies, focus on what makes your process, your story, and your creative journey truly unique.
Tip: Share behind-the-scenes footage of your crafting process in a humorous way. Maybe that’s a blooper reel of a creative mishap or a playful commentary on the latest trend in your niche.
Example: I once filmed a short video where I attempted to recreate a viral food hack—only to end up with a messy but hilarious fail. The result? My followers not only got a laugh but also a deeper look at the care and effort behind my products.
Leverage the Unexpected
Humor thrives on the element of surprise. When viewers see a twist on something familiar—like Erewhon’s latest craze—they experience that delightful moment of recognition mixed with amusement. As a handmade seller, you can capture this magic by subverting expectations. Use humor to highlight contrasts: the mass-produced versus the handcrafted, the polished versus the imperfectly perfect.
Actionable Insight: Create posts that poke fun at industry norms. For instance, compare the over-the-top packaging of big brands with the charming, handcrafted nature of your products.
Real-World Example: Consider a post that juxtaposes a high-end commercial product with your own creation, using witty captions that underscore the artisanal quality of your work. This not only entertains but also reinforces your brand’s unique value proposition.
By weaving humor into your content, you build a bridge between you and your audience. It’s about more than just getting a laugh—it’s about creating memorable interactions that set you apart in a crowded marketplace.
Embracing Social Media Trends with a Twist
Social media is a playground for creative expression. Instagram, in particular, thrives on visuals, quick wit, and timely commentary. Vincent and Manon have mastered the art of turning everyday trends into a source of endless humor. As a handmade seller, you have the advantage of agility and authenticity. You can jump on trends with a unique perspective that big brands might overlook.
Stay Current, Stay Relevant
One of the keys to leveraging humor is staying current with trends and cultural touchpoints. This means paying attention to what’s resonating on platforms like Instagram and then adapting those insights to fit your brand narrative. It’s not about mimicking; it’s about reinterpreting trends in a way that speaks to your audience.
Practical Tip: Regularly browse popular hashtags and trending topics on Instagram. Note the tone and style of humorous content that’s gaining traction and think about how you can translate that energy to your own posts.
Example: If there’s a meme about a trendy superfood or a viral challenge related to health, consider how you can create a playful twist that reflects the handmade, personal nature of your brand.
Create a Signature Style
Developing a signature style of humor can set your brand apart. Your audience should be able to recognize your posts from a mile away—a distinct voice that marries wit with authenticity. Whether it’s clever captions, quirky visuals, or a series of humorous stories, consistency is key.
Actionable Insight: Experiment with different formats—reels, stories, carousel posts—and analyze which ones resonate most with your audience. Your style might evolve over time, but maintaining a consistent tone will help build brand recognition.
Real-World Example: I once experimented with a recurring series where I compared everyday struggles in the crafting world to absurd scenarios in mainstream advertising. The series became a hit, with followers eagerly anticipating the next installment, and it drove engagement up by nearly 30%.
Remember, humor is a tool to humanize your brand. It bridges the gap between the polished image of commercial giants and the raw, creative energy of small businesses.
Translating Erewhon Shenanigans into Your Brand Story
Let’s break down the magic behind Erewhon shenanigans and see how it can directly apply to your handmade business.
1. Celebrate Your Quirks
Big brands might hide behind sleek marketing, but your quirks are your superpower. Embrace the idiosyncrasies of your craft. Whether it’s a mishap during production or a humorous anecdote about sourcing materials, these moments make your brand relatable.
Tip: Share a story about a time when something didn’t go as planned in your workshop. Highlight the humor in the situation and show how you turned it into a learning moment.
Example: Picture this: you’re crafting a custom piece, and a minor mistake results in an unexpected design twist. Instead of stressing, you post a fun video explaining how “happy accidents” lead to unique creations. This not only entertains but also reinforces the artisanal quality of your work.
2. Engage with a Niche Audience
Erewhon isn’t just a store—it’s a lifestyle brand with a loyal following. Your audience, too, is looking for a sense of community and belonging. Use humor to create a dialogue that makes your followers feel like insiders in your creative process.
Actionable Insight: Develop a hashtag unique to your brand that encourages your audience to share their own “craft fails” or funny moments related to your products. User-generated content not only builds community but also provides you with authentic, engaging material.
Real-World Example: I launched a campaign called #HandmadeHiccups where customers could share the amusing quirks of their own creative projects. The hashtag quickly gained traction, sparking conversations and even inspiring new product ideas.
3. Turn Trends into Storytelling
Trends like pistachio milk and sea moss might seem trivial at first glance, but they’re actually a goldmine for storytelling. Every trend has a backstory, a cultural moment waiting to be unpacked. As a handmade seller, you can harness this narrative power to craft a story that resonates with your audience.
Practical Tip: When a trend catches fire, don’t just comment on it—tell a story. Explain how the trend aligns with your brand values or how you can see it influencing the future of your craft.
Example: When a new superfood trend hits, create a post that humorously contrasts the mass appeal of the trend with the handcrafted, bespoke nature of your offerings. Use playful visuals and witty captions to underline that while big brands chase trends, your focus remains on quality and authenticity.
By incorporating trend-driven humor into your narrative, you not only stay relevant but also foster a sense of community that appreciates both innovation and tradition.
Actionable Tactics for Handmade Sellers
Now that we’ve explored the philosophy behind Instagram humor and Erewhon shenanigans, let’s break down some actionable tactics you can implement right away.
A. Develop a Content Calendar Focused on Humor
Plan your posts in advance to include regular humorous content that aligns with current trends and your brand story. This ensures that your humor remains fresh and timely, giving your audience something to look forward to.
Actionable Insight: Map out a month’s worth of content, alternating between product highlights, behind-the-scenes peeks, and humorous takes on industry trends.
Example: Dedicate one day a week to “Fun Fact Friday,” where you share a quirky story or a funny mishap from your crafting journey. Use bold graphics and witty captions to capture attention.
B. Leverage Video Content
Video is a dynamic medium that lends itself perfectly to humor. Short clips, reels, and behind-the-scenes videos can showcase your personality and build a deeper connection with your audience. Experiment with different video formats to see which ones resonate most.
Practical Tip: Create a series of quick, humorous tutorials or “day in the life” segments that highlight both your craft and your personality.
Example: Record a video series where you show the humorous side of crafting—from unexpected material mishaps to playful interactions with customers—underscoring that your brand is as much about personality as it is about product quality.
C. Engage Directly with Your Audience
Interaction is key on social media. Respond to comments with wit and warmth, and invite your followers to share their own humorous experiences related to your niche. This not only builds engagement but also fosters a loyal community around your brand.
Actionable Insight: Host live sessions or Q&As where you can share funny stories, answer questions, and even laugh at some of the challenges you face as a handmade seller.
Example: Organize a monthly “Crafting Comedy Hour” on Instagram Live, inviting your audience to share their funniest crafting mishaps. Use these sessions to build rapport and demonstrate that humor is an integral part of your brand’s DNA.
Be ready to picot and act fast. Social media is ever changing-- so don't miss an opportunity waiting to craft the perfect post. Integrating these tactics into your overall marketing strategy can transform your social media presence into a vibrant, engaging community that celebrates both creativity and humor.
Final Thoughts
In the fast-paced world of social media, humor isn’t just a way to pass the time—it’s a powerful tool for connection, engagement, and brand differentiation. Vincent Marcus and Manon Mathews are proving that by turning everyday trends into comedic gold, you can create memorable content that resonates with audiences far and wide. As a handmade seller, you have every opportunity to do the same.
Embrace the unexpected. Celebrate your quirks. And above all, never be afraid to laugh at yourself. By infusing your brand with genuine humor and staying true to your unique identity, you not only capture attention but also build a loyal community that values authenticity over mass production. The Erewhon shenanigans serve as a playful reminder that, in the world of branding, it’s the little things—the pistachio milk moments and the sea moss mishaps—that can make a big impact.
So, next time you’re planning your next social media post or brainstorming a new marketing campaign, ask yourself: How can I channel a bit of that Instagram comedy magic into my own creative process? The answer might just be as simple as a well-timed joke, a candid behind-the-scenes video, or a playful twist on a trending topic. Remember, it’s not about competing with the big names—it’s about owning your space, celebrating your individuality, and turning every interaction into a memorable, laugh-out-loud moment.
Take this as your call to action: inject a little humor into your strategy, experiment with creative content, and watch as your brand transforms from just another product on the shelf into a beloved, authentic experience. After all, in the world of handmade and creative entrepreneurship, a good laugh can be the spark that ignites lasting connections and lasting success.
Embrace the laughter. Embrace the shenanigans. And let your unique brand story shine through every post, every video, and every witty remark. Happy crafting—and happy posting! PS: And I have to know: have you ever shopped at Erewhon? What did you get? PPS: We just did a take on the $18 strawberry at Erewhon. You know what smells better? This.
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