Memes as Marketing: Genius or Just a Fad?

In today’s digital age, where attention spans are shorter than a TikTok trend cycle and content is coming at us faster than a BeReal notification, brands are fighting for attention. Enter memes, the internet’s universal language. Whether it’s the “girl dinner” aesthetic, or yet another “this meeting could have been an email” joke, memes are taking over. But are they a legitimate marketing strategy or just an excuse for social media managers to procrastinate? Let’s unpack the world of meme marketing and see if it’s giving or just another phase.

The Power of Memes in Marketing

Memes are funny, relatable, and, most importantly, extremely shareable, kind of like the digital version of an inside joke. Unlike traditional ads that require production budgets the size of a Marvel movie, memes thrive on simplicity and pure comedic timing. Here’s why they work so well in marketing:

  1. Instant Engagement: Memes tap into internet culture, making them instantly recognizable and appealing to Gen Z (mostly) and Millennials (a.k.a. the people brands are desperately trying to impress).

  2. High Shareability: A well-crafted meme can spread faster than the latest influencer drama, reaching millions without a single dollar spent on ads.

  3. Brand Personality Boost: Brands that master meme marketing (like Wendy’s, Duolingo, and even Slim Jim) go from faceless corporations to “that funny internet friend who just gets it.”

  4. Cost-Effective: Creating memes doesn’t require a massive budget, just a social media manager with a solid sense of humor and a good understanding of pop culture.

  5. Cultural Relevance: Jumping on trending memes lets brands stay relevant and participate in conversations their audience is already having (instead of awkwardly forcing their way in, like my mom, trying to understand rizz).

Brands That Have Mastered Meme Marketing

Some brands are meme royalty, reigning over the internet with humor and wit. Here are a few that absolutely ate and left no crumbs:

  • The Buffalo Bills: The NFL team’s TikTok is a masterclass in engaging content. With hilarious skits, playful player interactions, and trend-savvy edits, they’ve built a strong online personality that keeps fans entertained both on and off the field

  • Duolingo: The language-learning app’s TikTok is chaotic in the best way, with their owl mascot low-key threatening users to keep learning (but like… in a fun way).

  • Ryanair: Their TikTok is self-aware humor at its finest, roasting budget airline struggles in a way that even their own customers can’t resist laughing at.

The Risks of Meme Marketing

Of course, meme marketing isn’t all vibes and viral success. If a brand fumbles a meme, it risks becoming the internet’s next main character (and not in a good way). Here’s what could go wrong:

  1. Meme Fatigue: The overuse of memes might leave your brand looking like that one uncle who still says “YOLO.”

  2. Misinformation & Controversy: If you don’t do your research, you might accidentally use a meme with problematic origins. That’s a PR nightmare waiting to happen.

  3. Short Lifespan: Memes age faster than an iPhone battery. Today’s viral joke is tomorrow’s cringe content. Brands need to move fast and stay updated.

  4. Off-Brand Messaging: Just because a meme is trending doesn’t mean it fits your brand. A professional law firm should NOT be using Shrek memes to announce new trials…

Is Meme Marketing Here to Stay?

While specific meme formats change, the essence, quick, relatable, shareable humor, is forever. As long as people love laughing at relatable internet content (which, let’s be real, is a permanent mood), memes will continue to be a go-to marketing tool.

How Brands Can Use Memes Effectively

If you want to add memes to your PR strategy without embarrassing yourself, follow these golden rules:

  • Know Your Audience: If your demographic wouldn’t get the joke, don’t force it. Nothing screams “corporate cringe” louder than a brand trying too hard.

  • Stay on Trend (But Be Careful!): Keep an eye on what’s viral, but make sure it aligns with your brand identity (not just because your intern said it was funny).

  • Be Authentic: Forced humor is the quickest way to get “ratioed” (whatever that means) online. If meme marketing doesn’t fit your brand, don’t force it, stick to what works.

  • Use Memes in Moderation: Balance is key. Too many memes and your brand starts looking like a meme account that accidentally sells products.

Final Thoughts

Meme marketing, when done right, is a powerful tool for engagement, brand awareness, and relatability. But it requires internet fluency, impeccable timing, and a willingness to laugh at yourself. While some skeptics think memes are just a passing trend, their ability to connect with audiences makes them a PR goldmine.

So, is meme marketing genius or just a fad? 

Do it well, and your brand becomes part of internet culture. Do it wrong, and you’ll be the subject of memes yourself….and not in a good way.

About Bri

Bri is a senior studying Ad/PR with a concentration in PR and also a minor in Applied Communications. This will be her first semester as an Account Executive. She works as a Student Manager at the 2020 Information Desk. She was also a communications intern at the Holland Museum. After she graduates she would like to work in Communications/PR in Non Profit.

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