Put it immediately after the reveal or fail in your edit, then follow it with the Awkward Moment Sound Effect to keep the scene going, or pair a sports miss with the Womp Womp Fail Sound first and let this clip answer it.
About this sound
This is a long, exaggerated human “ohhhh” lasting about six and a half seconds, stretched out like a crowd reacting together after something shocking or awkward. It feels funny, tense and satisfying at once, turning a roast, a twist or a call-out into a shared moment of disbelief. It works as a punchline lift because the drawn-out sound lets the reaction sink in before the joke moves on.