472: How your brand can decide whether or not to do an April fool story

April Fool’s Day can be a great occasion for brands to share stories - as part of their content strategy - that are outrageous, fun, and, well, an April fool. But they’re also dangers with them. In 2020,  April fools jokes would’ve seemed rather tone-deaf with the Covid pandemic just starting to ramp up and society locking down. In 2022, with the Russian invasion of Ukraine happening it’s likely another year where it’s better to skip them. I’ve done a number of April fool campaigns: Market research platform releases positivity-only filter  BREAKING: Neighborhood marketing committee uses 15,000 billable hours to sell free desk on the curb Study: The future of content is emoji content to drive relevance I discuss my checklist in this episode and you can also read it here: http://christophtrappe.com/april-fool