New: 📱 Feed Study #4

Hey there,

There was a time when memes were a no-go in corporate America.

Legal departments flagged them as risky.
HR felt they didn’t align with company policies.

And management?

They thought memes clashed with the stiff corporate language we all know too well.

As a result, Marketing got a little… dull—until Burger King approached Elliot Tebele (known as @fuckjerry) and paid him $3,000 per meme to market their brand.

A Quick History of Memes

The term "meme" was coined by Richard Dawkins in 1976, way 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 first! But it wasn’t until the June 1993 issue of Wired magazine that memes were formally recognized as part of internet culture.

And now they’ve become a staple for most marketing teams.

Why Memes Work for Brands

But one mistake most marketers make is think memes always have to be funny, here’s the thing: they don’t have to be. The real magic lies in their shareability. Shareable can be funny or relatable or both, what a good meme does is compel you to hit that “share” button.

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

Just look at companies like Cal.com, who use memes to poke fun at their competition while highlighting their strengths.

Their entire social media strategy essentially revolves around memes and user-generated content (UGC).

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

But Memes Can Be Risky

Not all memes are created equal—and using them wrong can get you in trouble. Brands must be careful with copyright. Using a celebrity’s image or a popular meme without permission could land you in hot water.

Even meme kings like FJerry have sued companies for using their likeness without consent. So yes, while memes can supercharge your brand’s engagement, we also have a responsibility to 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

Understand your audience by Identifying their demographics, interests, and habits. Are they Gen Z on Instagram or professionals on LinkedIn? This will shape the style and tone of your memes.

Then look for common struggles, joys, or trends within your audience. For example, students might relate to themes around studying, 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 ✌🏻