
At its best, stand-up comedy is the art of cutting through the noise. Yet, over the past two decades, many stand-up comedians have been drowning in that same noise—chasing trends on social media in a desperate attempt to crack the algorithmic code to success. While these efforts often start with promise, they rarely lead to long-term impact, leaving most comics spinning their wheels instead of carving out a unique space for themselves.
The Rise of the Social Media Stand-up Comedian
I remember hearing that Dane Cook was using MySpace in the mid-2000s when MySpace was one of the first social media platforms. Cook was the first to connect directly with fans. He sent friend requests, messaged followers, and gave audiences unprecedented access. The result? Sold-out arenas and household-name status.
Fast forward to Sebastian Maniscalco. Years later, he found his viral moment by uploading clips from his older stand-up specials to Facebook. His highly physical, family-oriented comedy resonated with a broad audience, and the repurposed material introduced him to millions who had never seen his Showtime specials. Naturally, other comedians scrambled to replicate his success— only they didn’t have a catalog of polished material to fall back on. They shot grainy footage of their sets and flooded Facebook with stand-up clips. A few broke through, but most didn’t. The lesson? It’s not about the platform; it’s about the voice behind the content.
The Twitter Era and Beyond
Then came Twitter, where comedians had to become writers, churning out joke after joke in 140 characters or less. Rob Delaney thrived in this space, earning the title of “Funniest Person on Twitter” at the 2012 Comedy Central Awards. His sharp, witty tweets—and occasional exchanges with celebrities like The Rock and Jose Canseco—showcased his unique comedic voice. But for every Rob Delaney or Megan Amram, there were hundreds of comics tweeting into the void. The pressure to be funny on demand led to burnout or mediocrity.
Instagram became the next obsession, with captions emerging as the rumored key to cracking the algorithm. Suddenly, even comics with just three minutes of material were filming and captioning clips, some of which went viral, overshadowing seasoned performers. It was a race to the bottom, as volume often replaced quality.
The Podcast Boom
Then came the Podcast Boom. Every comedian under the sun tried to follow in Joe Rogan’s and Andrew Schultz’s footsteps. Rogan built a media empire with a warehouse, multi-million dollar advertising deals, full-time security, and a 24-hour-a-day fitness trainer. Andrew Schultz followed with several successful podcasts showcasing his attention-grabbing contrarian persona to a broad audience. However, many overlooked one crucial detail: Rogan and Schulz succeeded because their content aligned with their unique voices. Most comedians launching podcasts didn’t have the same clarity of purpose, and their shows became part of a vast, unnoticed crowd. Some even copied superficial elements—like the couches in Schulz’s set—thinking it was the key to success. Spoiler: It wasn’t.
Clubhouse and YouTube Stand-up Specials
I can remember when one comedian asked me if I was on Clubhouse. It required an invitation from a member to join, and all the BIG comedians used it. It was an audio-only app that packed users into virtual rooms to discuss… well, nothing. I found the experience boring, filled with unstructured conversations with comedians vying to be heard and one-up each other. Four months later, I asked that very same comedian who told me how her Clubhouse chats were going, and she said, “No one uses that anymore.” I can’t say I was shocked.
More recently, the YouTube Special Boom started with Joe List releasing his stand-up special for free on the platform. It worked for him, attracting new fans and selling tickets. Inspired by his success, countless comedians followed suit. However, many of these specials failed to make an impact without a strong, authentic connection to their audience.
The TikTok Takeover and the Email List Revival
On TikTok and Instagram, crowd work clips were the latest craze, perhaps following in the footsteps of Matt Rife. Comedians who never specialized in crowd work began mining the first few improvised minutes of their sets for content. These clips often went viral, but at what cost? Instead of refining their acts, comedians scrambled to feed the algorithm.
And now, in 2024/2025, comedians have rediscovered an old-school tool: email lists. Businesses have relied on email marketing for decades, and Doug Stanhope has been using one for years. But will today’s comedians have the patience and discipline to build and nurture their lists into something valuable? Time will tell.
The Real Secret to Success
So, when will comedians learn? Trends might offer a temporary boost, but they rarely lead to lasting success. The great comedians of the time, such as George Carlin, Richard Pryor, and Steven Wright, weren’t chasing algorithms.
And newer comedians like Nate Bargatze or up-and-comer Emmy Blotnik aren’t replicating anyone else’s playbook. They’re simply zoning in on the art form and what they do best – telling stories, crafting jokes, and connecting with audiences through their material, no matter how it is distributed.
The lesson is simple: authenticity beats trends every time. Instead of jumping on the next big social media craze or mimicking what worked for someone else, comedians should focus on what makes them unique. In a sea of sameness, authenticity is the only thing that stands out.
Stop Chasing. Start Creating.