To Meme Or Not To Meme

As social media becomes increasingly popular, brands are facing new challenges in how to effectively communicate with their audiences. Traditional advertising methods are often ignored or overlooked, and engagement campaigns can be ineffective. However, memes have become a new and effective way for brands to connect with their audiences.

Memes are short, humorous videos or images that are easy to share and spread quickly. They have become a mainstream marketing opportunity, with 55% of 13-35-year-olds sending memes every week. TikTok, in particular, has become a breeding ground for mass-market meme marketing, with its unique content discovery algorithm allowing memes to spread quickly.

Memes provide attention for the brand through the lens of their online community. By creating shareable culture through content and characters, brands can create spikes of fame, buzz, and attention that drive growth for their business. This can be particularly powerful when anchored to an audience segment, cultural moment, or context that is important for the brand.

While memes should not replace long-term brand-building tactics, they can be a highly effective tool for creating salience, top-of-mind awareness, and strong memory structures for the brand..