The rise of social networks and the development of digital culture have pushed the meme to the heart of online communication. A meme allows you to transform an image or video in a humorous way to illustrate an idea or state of mind…
If it is now the prerogative of Internet users for entertainment purposes, companies have not overlooked this phenomenon. Perfectly adapting to communication on social networks, a meme can create a real commitment to the community or even spread quickly.
How can companies fit the codes of this format and create a “meme marketing” strategy?
Where does a meme come from and how is it defined?
Appearing in 1976 in the book “The Selfish Gene” by English biologist Richard Dawkins, a meme is defined as a cultural object transmitted from one person to another through imitation and distraction.
Today, it corresponds especially to the concept of an image, video or text, accompanied by a humorous comment, transmitted from one person to another digitally. Among the most famous memes, we can mention “Grumpy Cat”, also known as the grumpy cat, or “Be like Bill” (in English, Be like Bill).
The popularity of the concept is due to the possibility of unlimited reinterpretation, each Internet user can fit a meme and adapt it to a new situation: since the meme is universal and customizable, the meme generates strong identification. The presence of a large community is facilitated, because everyone can recognize themselves in the transmitted message.
Often based on popular culture or current events, a meme is based on four main characteristics:
Why and how is the meme adapted to the company’s messages?
Some companies have already adopted a “meme marketing” strategy to promote their brands or products. Even if businesses use social networks to increase their visibility, they should be able to create content that grabs consumers’ attention, and a meme is a good way because of its authentic character: enhances commitmentInternet users tend to match and re-share it, thus increasing the visibility of the brand.
The meme format also allows companies to break away from their usual promotional content, and then reveal a file human side from the brand. At a time when Internet users are looking for original and original content, “meme marketing” facilitates closer relationships with consumers.
Creating a meme does not require large resources because the essence of the meme is simplicity. Businesses that want to use this type of content must ensure that the meme is relevant to their communication strategy and adapted to their audience, at the risk of causing bad buzz. To create a meme, organizations can use an online creator or content marketing software to help with automated publishing.
Like IKEA Singapore, which has relied on its community to fuel its content, companies can appeal to the public to create memes and Create a dynamic interaction with their audience.
The meme can also be used for Federal employees Encouraging participation and discussion through the company’s communication channels. This format gives a more informal and accessible tone to the complex and exciting themes of the space.
How to master meme codes?
It is essential to know the meme well before embarking on a “meme marketing” strategy, because if it proves to be a key ally, it can also become a threat to the brand’s reputation.
Four tips to become a pro meme
Target your audience
The meme is very popular with Generation Z and Millennials, and can be an important engagement vehicle for businesses targeting this audience. However, because it is above all humorous, companies can also use it to target a wider community.
A surprise without a shock
The message must be adapted to avoid shocking the target community. Here are three things to think about before posting a meme:
- Does it offend certain communities?
- Does it include ambiguous language and terms?
- Is the video suitable for the general public?
A company must remain true to its image and the values it usually conveys, and the purpose of “meme marketing” is to enhance the brand identity.
Follow directions closely
If a meme has to align with your corporate identity, it should also be compatible with current themes and trends your audience is sharing. By analyzing the behavior and habits of consumers via social media monitoring, a brand can create relevant content.
Thus, a meme is an interesting tool for establishing a connection with consumers, as it is a source of interaction. To get the most out of it, keep in mind that the meme is fun in nature and hates complexity.
Incorporated into a marketing strategy, the meme is a simple, real and innovative way to engage your audience.
About the author
Content Analyst at Capterra, researching the latest technology and strategic trends for SMEs. E-commerce professionals, passionate about audio and podcasts.