New: 📱 Feed Study #4

Hey friend,

There was a time when memes were the black sheep of corporate America.

Legal teams flagged them as risky. HR said they didn’t align with company policies. And management? Well, they thought memes clashed with the stiff, formal language we all know too well.

The result? Marketing got… boring.

But then something changed.

Burger King approached Elliot Tebele (aka @fuckjerry) and paid him $3,000 per meme to market their brand. Suddenly, memes weren’t just for internet trolls—they were a legitimate marketing tool.

Let’s talk about how we got here and why memes are now a must-have in your marketing toolkit.

A Quick History of Memes

The term “meme” was coined by Richard Dawkins in 1976—long before the internet as we know it existed. He used it to explain how cultural elements replicate, evolve, and spread.

Fast forward to the early 80s, and we get the first signs of digital memes. Remember the “:-)” emoticon? That’s one of the earliest examples! But it wasn’t until the June 1993 issue of Wired magazine that memes were formally recognized as part of internet culture.

Today, they’re everywhere. And for good reason.

Why Memes Work for Brands

But one mistake most marketers make is to think memes always have to be funny, they don’t have to be. Sure, humor helps, but the real magic lies in their shareability. A good meme compels you to hit that “share” button—whether it’s because it’s relatable, surprising, or just plain clever.

Thanks to social media, memes have spread faster than ever before. Today, brands that don’t tap into meme culture are missing out.

Take Cal.com, for example. Their entire social media strategy revolves around memes and user-generated content (UGC). They use memes to poke fun at their competition while subtly highlighting their own strengths.

People love this strategy because It’s simple, it’s funny, and it works.

Here’s an example of how we used a meme to illustrate the distinctness of banks vs. fintech in Africa:

But Memes Can Be Risky

Not all memes are created equal—and using them wrong can backfire.

Brands need to be careful with copyright. Using a celebrity’s image or a popular meme template without permission could land you in hot water. Even meme kings like @fuckjerry have sued companies for using their likeness without consent.

So yes, while memes can supercharge your brand’s engagement, they also come with responsibility. Use them ethically and legally.

How to Build a Meme Marketing Strategy

So, how do you create an effective meme marketing plan?

1. Set Clear Goals:

Define what you want to achieve with your meme marketing. Goals might include increasing brand awareness, driving engagement, showcasing product features, or entertaining your audience to build loyalty.

Objective Examples:

• Increase shares and comments on posts by X%

• Boost social media post engagement by X%

• Attract X new followers by the end of the quarter

2. Identify Your Target Audience

Who are you trying to reach?

• Are they Gen Z on Instagram?

• Professionals on LinkedIn?

• Busy parents on Facebook?

Understand their demographics, interests, and habits. Then, identify their common struggles, joys, or trends. For example, students might relate to memes about exams and procrastination.

3. Choose Meme Themes and Formats

Brainstorm meme themes that align with your brand values and resonate with your audience's lifestyle or struggles. Create a list of 3–5 core themes (e.g., product benefits, common customer pain points, industry humor, pop culture references).

Select appropriate formats: Memes come in various forms, including image captions, videos, GIFs, and text posts. Choose formats that align with your goals.

For example:

• Image Memes: Ideal for simple jokes or relatable captions

• GIFs/Videos: Perfect for more dynamic jokes or multi-step scenarios

To create memes that resonate:

a. Capture a specific emotion, experience, or situation that feels relatable to your audience.

Tip: Focus on moments that evoke strong emotions—be it frustration, joy, awkwardness, or confusion. This emotional connection is crucial for instant relatability.

b. Choose a format that's widely recognizable and fits the message. Classic meme formats often work well because they carry a universal tone (think "Distracted Boyfriend" or "Drake Hotline Bling").

c. Keep the caption short, witty, and to the point. It should make sense even to viewers unfamiliar with the topic.

Tip: Experiment with different lines to find the most engaging and relatable version.

d. Use Humor or Irony

Humor can turn a simple message into a memorable one, especially if it's ironic or unexpected.

Consider wordplay, hyperbole, or slight exaggerations. The more "real" or over-the-top, the better—as long as it's funny and relatable to your audience.

4. Create a Content Calendar for Memes

Determine your meme posting frequency (in addition to other content types if that’s your play). A good starting point is one meme per week or bi-weekly to maintain audience engagement without overwhelming your feed.

Identify when your audience is most active on social media to choose optimal posting times (e.g., Thursdays or Fridays often have higher engagement).

Create memes around current events, trends, or upcoming holidays that fit your brand (e.g., "Back to School," "Holiday Shopping Season"). Major events like the Oscars, the Met Gala, or other significant happenings can provide timely topics for memes.

Talk soon,

Darius ✌🏻