Wise Wednesday #47: Memetic Marketing

This week on Wise Wednesday, we’re decoding a language that drives online culture: the Internet Meme. What began as a quirky inside joke among niche online communities has evolved into a powerful and pervasive form of communication. For brands, understanding and leveraging Memetic Marketing isn't about being cool; it’s about speaking the language of the internet to connect authentically, build cultural relevance, and drive massive organic reach.

What is a Meme?

A meme is an idea, style, or behavior that spreads from person to person within a culture, often with the aim of conveying a particular phenomenon, theme, or meaning. In the digital world, this typically takes the form of an image, video, or piece of text that is copied and rapidly shared, often with slight variations. Memes are a form of shared cultural reference, and using them correctly signals that you’re “in the know.”

Why Brands Use Memes

• Relatability & Authenticity: Memes are created by internet users, not marketing teams. When a brand uses a meme correctly, it demonstrates a deep understanding of online culture and presents the brand as a more relatable, human entity.

• Cost-Effective & Agile: Creating a meme requires minimal resources—often just a screenshot and some text—making it a highly agile and cost-effective way to create content.

• Viral Potential: Memes are built to be shared. A well-executed meme can be the most effective way to drive a massive surge in organic reach and social shares.

• Community Building: By participating in memetic culture, a brand becomes a part of the online conversation, fostering a sense of community with its audience.

• Disarming & Humorous: Humor is a powerful tool for building rapport. Memes offer a lighthearted way to comment on common frustrations, celebrate shared experiences, or promote a product in a non-salesy way.

The Golden Rules of Memetic Marketing

1. Understand the Meme's Origin and Nuance:

   • Do Your Homework: Never use a meme without understanding its original context, meaning, and cultural significance. Misusing a meme is the fastest way to look out of touch, unprofessional, or even offensive. What seems like a funny image might have a problematic history.

   • Check Your Sources: Use meme databases like Know Your Meme to research its origins, popular uses, and evolution.

2. Timing is Everything:

   • Act Quickly, But Not Desperately: The lifespan of a meme can be a few days. You need to be agile, but don’t jump on a trend so late that it feels forced and irrelevant.

   • Leverage the “Moment”: Memes work best when they're tied to a current event, a feeling, or a shared experience that is relevant to your audience right now.

3. Ensure Brand Alignment:

   • Does it Fit Your Brand Voice? Not every meme is right for every brand. A professional B2B brand might use a subtle meme to connect with a niche audience, while a Gen Z-focused brand can be more direct and humorous.

   • Don't Force It: If a meme doesn't naturally fit your brand’s message or values, don't use it. Forcing a meme makes your brand look try-hard and inauthentic.

4. Add Your Own Spin:

   • Don't Just Repost: Simply reposting a popular meme with a brand logo is lazy and uninspired.

   • Personalize It: Add your brand's unique twist to the meme format. Use your product, your service, or a common pain point of your customers to make the meme relevant to your brand story.

5. Be Ready for Feedback (Good and Bad):

   • Listen to Your Community: Your audience is your best feedback loop. Pay attention to their comments. If they’re not getting it or you’ve missed the mark, own it and move on.

   • Humor is Subjective: What one person finds hilarious, another may find offensive. Be prepared for a mixed reaction and have a plan for how you will respond to negative feedback.

How to Get Started with Memetic Marketing

• Become a Part of the Culture:

  • Follow the Right Accounts: Follow meme accounts, news sources, and influencers that your target audience follows.

  • Observe & Learn: Spend time observing how memes are used, what types of humor are trending, and what narratives resonate.

• Create a "Meme Library" for Your Brand:

  • Inspiration Board: Use a tool like Miro or a Google Doc to create a "meme library" of relevant templates and examples that could be used for your brand.

• Start Small & Experiment:

  • Test the Waters: Start by creating a simple meme and sharing it. Monitor the engagement and feedback.

  • Analyze Performance: Compare the performance of your meme content against your other social media content. Look at reach, shares, and comments.

Tools for Memetic Marketing

• Meme Generators: Imgflip, Kapwing, and others allow you to easily add text to popular meme templates.

• Video Editors: CapCut, Adobe Rush, and in-app editors on TikTok and Reels for video memes.

• Social Listening Tools: Mention, Brandwatch (as discussed in Wise Wednesday #28) can help you monitor for trending keywords and phrases.

• Meme Databases: Know Your Meme and various subreddits (like r/memes or r/dankmemes) are invaluable for research.

In Conclusion:

Memetic marketing is the ultimate test of a brand's authenticity and cultural savvy. When done right, it can transform your brand from a static advertiser into a witty, relatable participant in the digital conversation. By understanding the rules, respecting the culture, and adding a unique spin, you can leverage the powerful, viral nature of memes to connect with your audience on a deeper level.