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Memes are spreading like wildfire. Their ability to connect with the audience is incredible. However, in any communication agency the same question arises: “should I use memes with my client? If you still have doubts about how to make the most of this trend that is here to stay, in this article we will give you some tips on meme marketing.
What are memes?
Memes can be any image, short video or image with video. Their particularity is that they convey an ironic or funny message that is usually closely related to the context of the moment.
Anyone can create a meme. They are a completely open space for creativity. A meme can even change over time as it passes from hand to hand.
Memes are not a new fad, they have been around for a while and it seems that they are not going to disappear. Quite the contrary. They are a way of spreading feelings, ideas and thoughts in a short space and time, in a compressed form. This is one of the reasons why they have made them so successful.
Social networks are the platform par excellence for spreading this type of creations and they are already part of them as a humorous element.
The use of memes in marketing
Marketing can use the potential of memes to connect with the public and get the brand message across in a friendly, relaxed and fun way.
Memes are a great way to grab consumers’ attention, not only to try to sell them a product or service, but also to entertain them and generate an emotion in them.
Marketing with memes can give a brand an innovative, modern, creative feel and the feeling that it is a company that knows how to adapt to the times. If used well, it can be a very powerful and effective tool.
This type of strategy is a way to stand out, as commercials are already so clichéd and do not attract attention. A meme is also much more likely to be shared among users.
The best way to use memes in publications or business marketing
First of all, meme-based marketing is not about reusing or creating meaningless memes, it has certain requirements for it to work. You need to develop an approach, a course of action and then create useful, creative and funny memes that connect with your buyer persona.
Therefore, the most important step is to know your target audience. Don’t try to please everyone with your memes. Memes are a tool that requires personalisation, especially at a generational level. Once you have defined your audience, choose the social networks where you are going to act.
The next step is to create or reuse memes that are in line with your brand. Memes are fun elements and have an informal tone. If your brand has a more serious tone and is aimed at a more adult audience, memes may not be the best tool for you. We’re not saying you should rule them out completely, but they may not be something to build a strategy around, but rather something to use on an ad hoc basis.
If you’ve decided that a meme marketing strategy can work for your brand, it’s time to get to work. The best thing to do is to create your own meme library. In other words, a large folder in which to store your creations. There are many platforms where you can design your own memes. However, sometimes you can reuse some that are in trend.
What should you avoid if you are going to use memes in your company’s marketing?
It is important that you don’t make the mistake of overusing memes. This can happen in the same way as with emojis. If you fall into this dynamic you can saturate your audience and what used to provoke humour and fun, can become tired and boring. Your brand can lose reputation.
Keep in mind that memes cannot replace quality content. Memes are a useful tool to create a relaxed atmosphere and relax the user, but consumers also want to be informed and find useful content. The key is to combine both elements with common sense.
So… Is it a good idea to use them or not?
It depends. If after analysing your tone, your buyer persona and your style, you think memes can fit well with your brand, go for it! But even if memes are trendy, it is not an obligation to incorporate them into your marketing strategy.
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