The Rule of 100
A lesser-known rule of humor asserting that almost any* joke, repeated 100x will become exponentially funnier after its 100th delivery.
The Rule of 100 is one of those things you just know in your gut and don’t really have, or need, any more data to prove it. I just happened upon it by function of existing.
I first shared this rule on my Instagram in March of 2024. Then, last week, I saw Aubrey Plaza discussing ‘the math of comedy’ with the Wall Street Journal, effectively articulating this rule. I didn’t need the proof, but it provided the social proof to any (many?) of my IG followers who thought I had lost the plot.
That said, let’s get into it.
What is The Rule of 100?
The Rule of 100 is a lesser-known rule of humor which states that almost any* joke, repeated 100 times, will get exponentially funnier after its 100th delivery.
Many people incorrectly assume that a joke is at its funniest after the 1st or 2nd delivery. This is due to the massive drop in lolz between delivery #2 and #3. As a result, most retreat in search of “new material.”
This is an understandable course of action; however, if you stick with it from 3 - 99, colloquially known as the “dead horse phase,” the payoff is often exponential. The reason for this is that as you start approaching the 100th delivery, the anticipation of said joke becomes the joke in and of itself, at which point the only limit to the ‘lolz’ is your imagination.
Now, let me be clear: the dead horse phase is ABSOLUTELY BRUTAL. It requires incredible self-esteem, conviction, and resilience to manage the hate, the crickets, the rolled eyes, the unfollows. But if you have the tomatoes to ride it out then the sky is the limit.
A chart for visual learners:
Source: This article
“You have to understand the math of it” - Aubrey Plaza
Aubrey Plaza shares the secret to making a joke land
Source: Wall Street Journal
There are known exceptions to the rule
As alluded to above, all rules have exceptions. Here are a few of the known exceptions to the Rule of 100:
Crass / Toilet Humor – it’s too cheap and easy, and therefore has no staying power.
Existing jokes from pop culture (e.g., meme-based jokes, jokes from TV, etc.). The reason is that these jokes are already operating on their own timeline, and their Rule of 100 life is outside of your control. Just trust me.
Punchline-based jokes. Jokes that require elaborate setup are harder to use here. The reason is that in the Rule of 100, you’re building intrinsic comedic value in the punchline via rote repetition, while in a punchline joke, the comedic value is built prior to its delivery. Just trust me.
Physical humor. This can work, but less well. The reason is that a significant portion of the comedic value in physical comedy is derived from the shock value of motion, not from rhetorical surprise. The underlying principle is the same as why you can only jump-scare someone once in the same minute. Again, it can be done, but it’s so rare let’s call it a known exception.
Rule of 100 vs. A Running Joke. What’s the difference?
Great question. The key difference between a joke entering the Rule of 100 and a running joke is the timeline by which you get to 100. A running joke isn’t on a timeline, whereas the Rule of 100 operates on a compressed timeline. The Rule of 100 requires some level of momentum, while a running joke does not.
Any joke that meets the above criteria can enter the Rule of 100 and have a chance to be funny, but not every joke has the opportunity to become a funny running joke.
Explaining the mechanics of this dynamic is beyond the scope of this report, but if I’ve earned your trust up to this point, just believe me that it’s true, different, and understandable.
Most importantly: Understand, but don’t acknowledge the Rule of 100
Here’s the kicker: If you acknowledge the Rule of 100, it will nullify the whole process. As you know, if you have to explain your joke, it’s probably not funny. And before you say:
Q: BuT StEpH, ArEn’T yOu ExPlAiNiNg tHe JoKe RiGhT nOw?
A: Fair question, but no — I’m explaining the rule, not any specific joke. However, in the real world, if you were to ask somebody “are you doing that thing??” (The Rule of 100), then answering would require them to explain the joke, and therefore, render it unfunny. It’s a subtle, but monster, difference.
So there you have it, do with that what you may. Then again, some things — like this article? — are better left unsaid.