Does your business need a meme marketing strategy?

We're living in a time when it feels like we're all in the same giant group chat. And why wouldn't we? A couple decades ago, small talk revolved around the weather or the latest headline, but today, our conversations are laced with TikTok trends, pop culture, and memes that have gone viral.

We're constantly tuned in to a shared cultural stream—and in a world like this, brands need to work twice as hard to get our attention (and then some more to keep it). But there's always a way in.

Let's talk meme marketing

But first, what exactly is a meme?

A meme is an image, video, or piece of text that's usually humorous in nature and shared by internet users. The reels that you watch and share, the GIFs that you react with, the inside jokes that you turn into stickers to share with friends—all of these are memes in some shape or form. It's interesting how memes have changed the way we communicate with each other. What might seem like silly internet banter is, in fact, a form of social currency—and a strong one at that.

Think about it; memes have become an integral part of how we communicate. Sharing a meme with someone who lives far away isn't just to share a quick laugh; it's a tiny, low-effort way of saying, "This made me think of you." And not just that—memes help you say things you might often struggle to put into words. Whether it's burnout, anxiety, or the quiet struggles you don't always want to talk about, it all becomes easier to admit when it's wrapped in a little bit of humor. 

At the core, no matter how absurd it seems, memes are just messengers that help you relay information. They're super fast and demand nothing but a few seconds of your time, but somehow, they also land the message better than most conversations could.

Who is meme marketing for?

Memes can work across different industries, whether you run a salon that talks directly to customers or a B2B brand selling software to CIOs. While they have the range to speak to any audience, their effectiveness is mostly dependent on the preferences of your audience and brand voice. When done right, they're a smart way to simplify complex ideas or drive home a message without losing attention.

And memes don't always have to be funny; you can bank on them even if your intention is to educate. With memes, it's easier than ever to break down complex topics into digestible chunks of information.

As a business, do I need to be making memes?

This is where businesses need to exercise a bit of discernment and make the choice that's best for themselves. Incorporating memes can do wonders for brands. While some have found this strategy to be successful, it's important to note that this relies heavily on how your audience perceives you.

It's important to tread carefully. Not every meme floating around the internet is safe for brands to use. Many of them might be protected by copyright or fall into legal grey areas. So it's worth double checking these things before taking the plunge. It's also good to remind yourself that meme marketing is just one of the ways you can use to connect with your audience. Building an engaging community is still entirely possible without the use of memes.

That said, if you're sure about jumping on the meme bandwagon and want to experiment, it doesn't hurt to understand the upsides. Memes, when used correctly, can be a low-effort, high-impact way of connecting with your audience.

Benefits of meme marketing

Humanizes your brand

Among younger generations, at least, memes have consciously or unconsciously become an extension of their personalities. When you like a post, it’s not just a double tap; it’s a stamp of approval, an endorsement of sorts. When you share something, it means it felt relatable, timely, or just you. People aren't just leaving a digital footprint—they’re all carefully curating it.

And in a culture like this, it presents businesses with a very powerful opportunity. When you intersect your brand’s values and messaging with a fun medium like social media, you naturally seem more human, more approachable, and more likely to get noticed.

They're easy to make

Compared to some marketing strategies that require exhaustive planning and enormous resources to execute, memes are decidedly easier to produce. The only prerequisites to get started are an awareness of what's going on online, the discernment to determine if it's relevant for your brand to talk about, and the flair to come up with something worth taking notice of.

So, basically, all you need is a creative (and chronically online) marketer.

Some useful reminders

Humor is a double-edged sword

What's funny to one might not be to another—and the internet never forgets. One misjudged post can live on in screenshots and archives long after it's taken down, and the backlash can be unforgiving and long-lasting.

ROI on memes is uncertain

Memes might look effortless, but creating them demands sharp discretion, being constantly in touch with internet culture, understanding niche jokes, and having the creative finesse to execute them well. Without proper context, it becomes easy to miss the mark and risk public backlash. In that way, every meme is a calculated gamble with no guaranteed ROI.

Choose authenticity over virality

If meme marketing seems like something that naturally aligns with your brand strategy, it might be worth exploring. However, for most businesses, focusing on a more consistent and authentic content strategy that best fits their brand persona is a more sustainable approach. At Zoho, we've made a conscious choice to prioritize authenticity over chasing fleeting trends and that has worked for us. Customers always appreciate it when brands stay true to themselves.

But if memes seem like something that naturally aligns with your brand strategy, you can always experiment with them. It's important to never jump on a trend just for the sake of engagement, though, because your audience can spot inauthenticity from a mile away and won't hesitate to call it out. The goal of meme marketing isn't just to go viral—it's to be of value while staying true to who you are.

Authenticity shouldn't stop at memes; it should apply to your entire marketing strategy. Check out this piece on honesty in marketing to explore this topic further.