Digital marketing has gone a long way from emails to memes. This short, typically humorous content that captures an emotion is all the rage these days.
In other words, the popularity of memes has changed digital marketing significantly. Memes serve to help brands connect with the audience. Those who fail to understand this miss out on their marketing efforts.
Understanding the Language of Memes
Memes carry their own cultural significance. Brands that take the time to research and understand current trends and their context are certain to make their message stand out.
This is critical as using a meme out of context can backfire. It is also important to ensure that the meme is relevant and appealing to the target audience. A meme that is popular within one community may not resonate with another.
E.g., a meme referencing a TV show popular with younger audiences may fall flat with older audiences.
Memes Are All About Evoking Emotions
As a rule, memes tap into emotions and shared experiences, which makes them perfect for connecting with wide audiences. Rather than being just humorous images, they’re a powerful tool that communicates a strong message rooted in a shared sentiment.
A well-timed meme can lead to significant spikes in a brand’s popularity. It can serve as an invitation to engage in a shared moment and create a strong emotional connection.
Marketers only need to understand basic psychology: people are more likely to support brands that understand their experiences and emotions.
Maintaining the Brand Voice
Even though memes tell stories on their own, it is still essential for marketers to maintain brand authenticity. If your audience can spot from a distance that the meme was shared by your brand, you’ve mastered the art of memes.
Social media consumers are quite adept at spotting inauthentic attempts at humor — the practice that never fails to evoke negative backlash. Brands simply need to remain true to their voice and ensure that the memes they share align with their message.
Many brands rely on industry-related humor to make their memes stand out. E.g., making light of industry stereotypes can make a brand appear more approachable. It’s common practice for consumers to appreciate brands that don’t take themselves too seriously.
The Power of Virality
In essence, memes are designed to be shared and adapted as to spread rapidly across social media platforms. When a brand taps into an existing meme, it should devise how to add a clever twist to encourage the audience to share it.
In other words, the main trick in memes going viral is not to create one but to adapt an existing, popular one the audience will want to engage with and share. Timing is of the essence here, as memes related to a trending topic get shared rapidly whereas a delayed response may miss the mark.
Engaging With the Audience
Here’s another marketing trick: memes are interactive by nature. Brands that share memes don’t just deliver the target message they want to go viral, they are also inspiring conversation. Memes are one of the most effective content types when it comes to encouraging communication with the audience.
There are many ways to inspire audience participation. E.g., marketers may consider user-generated content or challenges. One idea that is usually highly successful is inviting followers to share their interpretations of a meme.
Even though this seems challenging, the fact is: brands that actively engage their audience through memes often discover that the followers are actually eager to offer their contributions. This is a proven way to boost brand loyalty as long the effort is continual and consistent with the brand message.
Risks of Meme Marketing
While relying on memes for virality can prove an incredibly successful strategy, it is not without risks. A poorly executed meme can lead to negative associations that are difficult to rectify.
It is also important to remember that, with memes, timing is everything. Due to trends changing rapidly, memes can quickly become outdated. What’s making the audience chuckle today may feel offensive tomorrow, so make sure that the memes you share are posted timely. Should a trend take an unexpected turn, be ready to adapt the meme to reflect it.
Brands That Got Meme-ification Right
One solid example of how memes can skyrocket a brand in a matter of hours is Wendy’s. Fast-food chains, in general, seem to have gotten meme-ification right.
Wendy’s has become known for its witty memes that resonate with its target audience. The result is that the brand has managed to increase its follower count and cement its brand identity as a fun option in a highly competitive industry.
Another example is Netflix. The brand seems to have mastered the art of meme marketing on a personal level. Namely, not only does it tap into current trends, but it also creates a shared cultural experience that resonates with its audience in a way that makes every single person feel like part of a larger community.
Overall, as long as brands remain vigilant and responsive to changes in trends, they’re certain to secure a significant advantage on social media platforms. If they follow influencers, keep participating in social conversations, and keep an eye on current trends, they’re certain to stand out come rain or shine.