We live in a world where many of us are glued to our phones. Social media is our go-to resource for news, sports, politics, and more. It’s a wonder that brands are leveraging this resource to stay relevant and connect with their audiences. The rise of memes has given brands an additional tool for digital marketing campaigns. A successful meme drives engagement and helps brands stay memorable and fresh to their audience. In this article, we’ll look into brands’ different strategies to connect with their audiences through memes and viral trends.
Social Media Engagement
On social media, engagement is key. The more likes, follows, clicks, and views you get, the bigger your audience, and the better chance you have of making a sale. This is even more relevant in the Tik-Tok age, when a single viral video can launch the online career of an individual or make an unknown brand a household name. One brand that is an expert at driving engagement through its memes is the airline, Ryanair. Known to respond to frustrated customers on X (formerly Twitter) with memes, they also use current affairs and news to drive engagement. For example, responding to a relevant news story in the UK about then Prime Minister Boris Johnson being accused of breaking COVID-19 lockdown rules, Ryanair posted a meme that tapped into public anger. The brand drew more than 100,000 likes, huge engagement for the airline.
Trendriding
Sometimes, something takes the internet by storm, and social media managers around the world scramble to get involved. Jumping on a viral trend before it runs out of steam is a race against time but can connect with audiences on a huge scale if brands get it right. This can be recreating viral videos or adapting a trending meme to reflect the particular brand. For example, fashion powerhouse Uniqlo got more than 2 million views when it rode the tube girl trend in 2023. Tube Girl went viral for how she filmed her selfie videos on 0.5 Zoom, with many brands and individuals seeing massive engagement almost overnight while capitalizing on this trend.
Cultural Relevance
Similarly to trend riding, many brands use cultural moments or events to connect with their audiences through memes. The ‘Barbenheimer’ cultural shock of 2023 connected with audiences worldwide. Consumers from the UK to the USA queued to watch Christopher Nolan’s gripping film about the invention of nuclear weapons before trotting to a different screen to see Greta Gerwig’s big-screen adaptation of everyone’s favorite doll. In response to ‘Barbenheimer’, Airbnb launched the Barbie Malibu Dreamhouse on Instagram, which quickly racked up more than 120,000 likes.
Humor
We all like to laugh. And one of the best ways a brand can connect with its online audience is by being funny. Using humor encourages internet users to warm up to a brand. This makes it more likely for them to interact and ultimately make a sale. The optometrist Specsavers is renowned for its savage social media posts, while the American diner chain Dennys often incorporates its best-selling products into strange and funny contexts.
Meme Collaborations
Brands may collaborate with popular meme creators or influencers to create content. This helps expand the reach and ensures that the content aligns well with the meme culture. Popular examples from 2023 include infamous social media star Khaby Lame signing a multi-year deal with Hugo Boss, or ‘Chicken Shop Date’ queen Amelia Dimoldenberg partnering with Levis.
User-Generated Content
Some brands encourage users to create memes related to their products or services. This not only fosters engagement but also allows the brand to tap into the creativity of their audience. It’s also free marketing – the users are doing the work! iPhone creator, Apple, is the master at user-generated content, with its #shotoniphone campaign of 2022 encouraging users from around the world to post the best photos they had taken on their iPhones; 10 winners were then selected and displayed on billboards and in Apple stores around the world.
Dynamic Between Brands and Memes
The strategic incorporation of memes into brand marketing has become a dynamic and effective tool for engaging with audiences in the digital age. By embracing humor, staying up to date with cultural trends and current affairs, and fostering a sense of relatability, brands can build relationships and reputations with consumers. Social media is the breeding ground for this engagement, and as its usage continues to rise, brands such as Apple, Ryanair and Airbnb will continue to use it as a medium for driving engagement and ultimately, growth.
