Memes on Social Media: Guide to Successful Meme Marketing

Even in fast-moving social media marketing, some formats are as effective today as they were 10 years ago. 

One of these is memes. 

At first glance, the funny pictures or videos seem unspectacular. But when used correctly, they turn out to be engagement boosters. 

In this blog post, we will cover

• how memes work,
• how to use them successfully and
• which pitfalls you’d better avoid.

What is a meme?

A meme can be an image, a gif or a short video. 

The following properties are decisive:

• An initial motif or meme is disseminated and modified. Hundreds or even thousands of versions are created. 
• Most memes are humorous, many are ironic or sarcastic. Sometimes they contain criticism.
• Many people can immediately identify with the content of the meme. 
• Memes often reflect the zeitgeist and refer to current events, trends, or pop culture topics.
• Many meme formats only work if the audience knows the context (e.g. certain movie scenes, events from the news, or insider gags from internet culture).

The early prototype of a meme was – how could it be otherwise – a cat. Grumpy Cat came from Arizona and was actually called Tardar Sauce. She became famous for her grumpy facial expression. This also gave her her new name (grumpy = English for “grumpy”).

After a photo of Grumpy Cat appeared on Reddit in 2013, the four-legged friend became an internet celebrity and an outlet for people who had never liked Mondays, got up on the wrong side of the bed on the wrong day or just felt like ranting.

Other well-known memes popular in online marketing include Hide-the-pain-Harold, Distracted Boyfriend, and Hotline Bling. They have different origins. Sometimes the original meme is a stock photo, other times it is a scene from a music video.

A sad side note: Grumpy Cat died in May 2019. After all, probably no other cat has received so many obituaries. 

TikTok memes: a thing of their own

Memes are also popular on TikTok. However, they work differently here than on other social media platforms. After all, TikTok is all about short videos. 

TikTok memes are therefore often challenges: dances or creative actions that encourage other users to imitate them. 

One example of this is the “Gen Z Marketing Script”:

The advantages of memes in social media marketing 

If you’re scrolling through your feed and stumble across a funny meme, there’s a good chance you’ll at least smile. Maybe you’ll automatically click on “Share”.

This is exactly what makes memes so interesting for marketing. 

Memes usually

• have a high entertainment factor, 
• appeal to users emotionally and
• can be easily shared on a wide variety of channels.

People are more willing to like, comment on, and share content if they can relate to it – and memes hit this nerve with their charmingly imperfect style. This is why memes can ensure a high level of engagement. 

Mind you, “can”. 

Use cases of memes in social media marketing

Memes are versatile:

• Content Marketing

With suitable meme posts, you deepen the bond with followers and boost engagement. 

The American fast food chain Wendy’s cleverly integrates memes into its marketing strategy.

• Community Management

Why not respond to a comment with a meme? It’s surprising and seems relaxed, as long as you don’t overdo it.

• Campaigns

Memes are also suitable for campaigns that go viral. A good example of this is the campaign in which Ikea put the now legendary photo of Bernie Sanders at Joe Biden’s inauguration into a new context.

Dos & Don’ts

Before we go into practical tips and pitfalls in meme marketing, we recommend that you ask a fundamental question:

“Do memes suit my brand?”

The answer is yes if your brand personality can be described with adjectives such as humorous, witty, quick-witted, and spontaneous

Memes are also an effective tool for NGOs that want to draw attention to grievances. 

The situation is more difficult for companies that attach great importance to a reputable public image. A financial advisor or a law firm specializing in tax law, for example, should consider whether memes jeopardize their credibility. 

If you have decided to use memes, pay particular attention to the following tips:

Check topicality

Memes work best when your target group knows them and they are not too old. Grumpy Cat has had its day.

Select suitable content

Memes can have a direct relationship to your products, as in the following case:

The connection can also be less direct.

The chance of a viral post increases if you turn a current event into a meme. Good timing is crucial for this. 

Adapt humor and tonality

Use the language of your target group and punchlines that they understand.

Important: Memes don’t have to fit perfectly into your Instagram or Facebook feed. They can even be particularly effective if it looks like the joker from the department next door has hijacked your account. But again, think about whether a dose of subversion suits your brand. 

Also, beware of the following common mistakes:

• You constantly use memes and pay too little attention to their quality. As a result, your content is perceived as interchangeable and boring.
• You post memes that are outdated and/or that your target group doesn’t know. As a result, you will get a shake of the head or your brand will get a dusty image.
• Your content crosses borders. Memes are not a license to disregard the rights of minorities or spread racism. 

Memes and B2B – is that possible?

You can, but only with a sure instinct. Memes are a common sight on LinkedIn, but the risk of appearing unprofessional is particularly high here. Therefore, pay attention to a business-related context and thoughtful punchlines.

How to create your memes

The technical process: tools & resources for social media memes

There are now a number of tools that you can use to create memes easily and often even free of charge. 

Examples are the following:

• Canva

Canva can not only create social media posts, stories, and videos, but you can also use the tool to create memes. You can choose from a range of image and video templates and customize the text and/or make further changes. Many templates are free, some are only available with a premium subscription.

• Adobe Express

Adobe Express is Canva in green or in Adobe. The process is the same. There are also many templates available here, but not all of them are free.

• imgflip Meme Generator

Creating memes is very quick and easy with a meme generator such as imgflip. However, you usually pay for memes without a watermark. 

Of course, you are not restricted to templates. You can also use images or videos and even try to create your own meme. If you have high ambitions, you can use professional tools like Photoshop. But in most cases, it’s questionable whether it’s worth the effort. Because memes look more authentic if they don’t look perfect. 

The creative process

The creation of a meme can be broken down into the following steps: 

1. Finding topics
   Take a look at what’s hot in your community or on social media in general. Pick up on current trends, events, or insider jokes that suit your company and your community. Think about whether you can incorporate a connection to your company and/or your products.
2. Image or video selection
   Make sure that your motif is directly recognizable and understandable. Complex images or clips distract from the actual joke. Well-known meme templates or a short excerpt that gets to the heart of the joke are ideal.
3. Text and story
   Keep your text short, concise, and funny. The quicker people understand your meme and feel addressed by it, the greater the chance that they will share and like it.
4. Branding
   Less is often more. A discreet logo or watermark is completely sufficient. Overloaded advertising messages quickly spoil the fun of the meme and appear inauthentic.

Beware of legal aspects

It’s probably not your favorite topic, but important: Before you share a meme on social media, make sure that you are not violating any rights. 

Firstly, clarify the copyright:

• Who owns the original image material?
  Make sure that you own the rights to the photo or video used. If you want to use third-party material, check whether you are allowed to do so. You are safest with your images or license-free resources. 
• Quotation rights, parody, and exceptions
  In many cases, exceptions such as the right to quote or parody regulations apply. However, these can vary from country to country. To avoid warnings, it is often better to check too much than too little.

Also note the personal and image rights for meme marketing:

• Be careful with photos of famous people, logos, or protected characters
  Famous faces, brand logos, or fictional characters are often protected by copyright or trademark law. Careless use can lead to trouble.
• When do you need consent?
  As soon as people are recognizable, consider whether consent is required. This is especially true for private recordings.

If you are unsure, it is worth going to a professional – or you can rely exclusively on licensed or self-created motifs. This way, you can play it safe and concentrate fully on the creative side.

Trends: Interactive memes and AI

AI image generators such as Midjourney or Flux open up fascinating possibilities for the creation of memes. Here you can generate images or videos via prompts and add text. The advantage of this is that you don’t have to worry about copyright and personal rights. The disadvantage is that you don’t benefit from the popularity of existing motifs. 

Memes could become even more interactive in the future. Imagine creating AR or VR memes that take your users into a new world. Or you could use live-generated memes that automatically adapt to current events. 

Memes are a perennial favorite

Good memes create an “aha” effect at a glance. They are likable, create a sense of connection and encourage sharing. 

These characteristics make them a timelessly effective tool in social media marketing. Today with a meme generator, tomorrow created with AI or interactive. You must proceed carefully when selecting content and keep legal issues in mind. Memes are also most effective if you use them sparingly. Too many memes can make your brand look interchangeable.