Through word-of-mouth and social media.

My thinking is as follows: People naturally want to share a good joke/anecdote. If I make the sharing frictionless, then good jokes should multiply viewers organically. No?

I have a feeling that people will return to a good joke site habitually.

The big "if" for me (I know, I know. Like all entrepreneurs, my Achilles heel is that I am too optimistic!) is how we get the good, the very best jokes on a regular basis.

For example, I don't know if you have read any good jokes lately, but I read the "the waiter and the spoon" joke on Slashdot a few days back and could help guffawing:

yro.slashdot.org/comments.pl?sid=2988669&cid=40695313

It sounds like you want to create another social Ad platform and your marketing plan is based on social media and word of mouth (because it will go viral, right?). Sorry, I'm out.