The artwork of web humor
The online comedy was on the rise before the pandemic but has skyrocketed since then. Here, Mark Sinclair examines what type of writing works best online and how brands can get on the scene
If you laughed at something today, there is a good chance it was something you saw online. Whether it was a WhatsApp gif or a tweeted one-liner, a TikTok clip, or a stand-up set on YouTube, the internet has been circulating jokes since its earliest days and allowing its users to participate in their creation and distribution. In the opinion of most people, 2020 was probably the year we all really needed a damn good laugh.
It's no joke to say that along with the scientists, the nurses, and the teachers (and even the good folks at Zoom), online comedy has helped many of us get along in these uncertain and downright uncomfortable times.
Comedy as an industry, of course, had a challenging year in itself. Live stand-up performances have become largely impossible, while the more traditional channels of comedy – television and film – continue to be subject to restrictions imposed by bans and new ways of working. In this changing landscape, online comedy continues to boom, reaffirming the importance of making audiences laugh at both writers and performers. As Guardian Comedy Critic Brian Logan noted in his Annual Review, "We were spoiled for digital comedy in 2020 as the live performance industry looked for new ways to get a job – and make a living."