Memes are a dominant form of online communication, especially among younger audiences. In the United States, memes rank as the second most shared content type for Gen Z and millennials. Studies indicate that 35% of these users regularly share others’ memes, while 29% create their own.
Marketers leverage memes to boost engagement and break through banner blindness. But how can brands use memes effectively—without missing the mark? We’ve gathered expert insights to guide you through the benefits, risks, and best practices of meme marketing.
What Is Meme Marketing?
Meme marketing refers to the use of humorous, relatable, or viral internet memes to promote products or services in a natural and engaging way.
Memes can serve various marketing goals. According to Julia Larionova, Head of Marketing at PropellerAds, the three primary objectives are:
- Promoting short-term campaigns: Capitalizing on trending memes can amplify time-sensitive promotions.
- Reaching new audiences: Memes can enhance brand visibility and attract demographics like Gen Z or millennials.
- Launching new products: Memes help introduce products, especially when targeting new customer segments.
Where to Use Memes in Marketing
Memes are versatile and can be adapted to numerous platforms. However, their effectiveness depends on the platform’s audience, tone, and moderation policies.
Anna Avramova, Performance Team Lead at PropellerAds, notes:
“Meme marketing rarely drives direct sales. Instead, it builds brand affinity, engagement, and memorability. That’s why memes thrive on social media, where content is consumed quickly and emotionally.”
Here’s a breakdown of the top channels for meme marketing:
Instagram Reels boast an average reach rate of 30.81%, outperforming carousels and static images. Video memes aligned with trends can achieve significantly higher visibility and engagement.
Natalia Andreykina, CRM Team Lead at PropellerAds, adds:
“During the Squid Game trend peak, video memes drove 4x higher reach compared to static memes.”
TikTok
As a primary source of meme culture, TikTok is ideal for viral marketing. Trending sounds and formats are key to maximizing reach. A recent study found that 80% of users discover new brands and products on TikTok.
Twitter/X
Twitter (now X) is well-suited for text-based memes. About 79% of users visit the platform to discover new information, making it easier for memes to cut through noise.
While LinkedIn is a professional network, memes can still be effective if they are tasteful and context-appropriate. Light humor can help brands stand out in a feed dominated by corporate updates.
Blog Posts
Memes serve as engaging visual breaks in long-form content. They replace generic stock images and make articles more relatable. Ksenia Rusakova of ARAY PR advises:
“In a perfect world, visuals should enhance the article. Memes offer a breather, break monotony, and avoid cheap stock photos.”
Telegram
Telegram’s informal tone and minimal moderation make it ideal for edgier memes. Brands can use sticker packs, custom emojis, and relatable jokes to connect with audiences.
Anna Avramova suggests:
“Irony and softness work well here. The key is to use recognizable, instantly understandable memes that match the audience’s mood.”
Best Practices for Meme Marketing
Not all memes are created equal. To avoid awkward or off-brand content, follow these guidelines:
Choose the Right Memes
Memes generally fall into two categories:
- Classic Memes: Timeless formats that remain relatable and widely recognized.
- Fresh Memes: Trend-based memes that capitalize on current events, pop culture, or viral moments.
Ksenia Rusakova cautions:
“Good marketers use memes concisely, appropriately, and on time. If you’re too late, you risk looking out-of-touch.”
Know Your Niche
Almost any industry can use memes—if done thoughtfully. Natalia Andreykina emphasizes:
“Consider your audience’s age and interests first. Test carefully, and if it resonates, unleash those creative ideas.”
However, Julia Larionova advises against memes for high-stakes industries like finance or real estate, where purchasing decisions are serious and research-intensive.
Keep It Authentic
Audiences can detect forced or irrelevant memes. Anna Avramova notes:
“A good meme must be born from the heart. Memes demand more honesty than traditional creatives.”
Integrate Memes into Your Funnel
While memes rarely drive direct sales, they can top your marketing funnel by capturing attention. Use memes to highlight relatable pain points, then guide users toward solutions.
Example funnel strategies:
- Funnel 1: Post a viral-style meme in relevant groups, then include a CTA to a related product or service.
- Funnel 2: Use a relatable template (e.g., financial stress memes) and offer a discount code or helpful resource.
Natalia Andreykina suggests:
“Ask users to comment on the meme, then follow up with a DM containing a helpful link or offer.”
However, memes work best when paired with serious content that addresses user concerns.
Frequently Asked Questions
What is meme marketing?
Meme marketing involves using popular, humorous, or relatable internet memes to promote a brand or product. It aims to engage audiences in a casual, authentic way.
Which platforms are best for meme marketing?
Instagram, TikTok, Twitter, Telegram, and even LinkedIn can be effective. Choose platforms based on your target audience and the meme’s tone.
How can I avoid making cringey memes?
Only use memes you genuinely find funny and understand. Avoid jumping on trends too late, and always consider your brand’s voice and audience preferences.
Can memes drive sales?
Memes are better for brand awareness and engagement than direct sales. However, they can top your funnel by attracting attention and leading users to conversion-focused content.
Are memes suitable for all industries?
Most industries can use memes if aligned with their audience’s expectations. However, avoid memes in high-stakes or serious sectors like finance, healthcare, or real estate.
How do I measure meme marketing success?
Track engagement metrics like shares, comments, and likes. Also, monitor brand sentiment and audience growth to gauge long-term impact.
Key Takeaways
- Memes are highly shareable and can boost engagement when used authentically.
- Choose memes that align with your brand voice and audience preferences.
- Use trending memes quickly—before they become outdated.
- Balance humor with value; memes should complement, not replace, substantive content.
For brands looking to enhance their digital presence, memes offer a low-cost, high-impact tool. When executed well, they humanize your brand and foster community engagement. 👉 Explore creative engagement strategies
Remember: The goal isn’t to be everywhere at once—but to be where your audience is, with content that resonates.