The advent of social networks and the development of digital culture have put memes at the center of online communication. Meme allows you to humorously delete a picture or video to illustrate a thought or state of mind…
If it is now the prerogative of Internet users for entertainment purposes, then companies have not ignored this phenomenon. Fully adapted to communication on social networks, memes can make a real commitment to a community or even go viral.
How can companies adapt code to this format and establish a “meme marketing” strategy?
Where does a meme come from and how is it defined?
Published in 1976 in the book “The Selfish Gene” by English biologist Richard Dawkins, meme is defined as a cultural object that is transmitted from person to person through imitation and diversion.
Today, it corresponds specifically to the concept of image, video or text, with a humorous caption, transmitted digitally from person to person. Among the most famous memes, we can mention “Grumpy Cat”, also known as Grumpy Cat, or “Be Like Bill” (in English, be like Bill).
The popularity of the concept is due to the potential for unlimited reinterpretation, each Internet user can adapt a meme and adapt it to a new situation: because universal and customizable, the meme generates strong identities. Facilitates a large community, because everyone can identify the self in the message.
Often based on popular culture or current events, the meme is based on four main characteristics:
Why and how to adapt memes to corporate messages?
Some companies have already adopted a “meme marketing” strategy to promote their brands or products. Even though companies use social networks to increase their visibility, they still need to be able to generate content that captures the attention of consumers and memes are a good way to go because of their authentic character: It Promotes CommitmentInternet users are more likely to take ownership of it and share it again, thus increasing the visibility of the brand.
The meme format allows companies to break away from their usual, more promotional material and then reveal human side of brand. At a time when Internet users are looking for original and authentic content, “meme marketing” facilitates closer relationships with consumers.
Creating a meme does not require significant resources because the essence of the meme is Simplicity, Companies wishing to use this type of content should ensure that the meme is aligned to their communication strategy and suited to their audience, at the risk of creating a bad discussion. To create memes, organizations can use an online generator or content marketing software to help automate the posting.
Like IKEA Singapore, which has relied on its community to promote its content, companies can appeal to the public by creating memes and create a dynamic conversation with his audience.
memes can also be used for union employees : It encourages sharing and discussion through the company’s communication channels. This format gives complex and extravagant subjects a more informal and accessible tone.
How to master meme code?
It is essential to thoroughly know the code of a meme before starting a “meme marketing” strategy, because if it can prove to be a major ally, it can also pose a threat to the reputation of the brand.
Four tips to be a meme supporter
target your audience
Very popular with Generation Z and Millennials, memes can be an important engagement lever for companies targeting this audience. However, and because it is above all humor, companies can also use it to target the wider community.
surprise without shock
The message should be customized to avoid shocking the target community. There are three things to consider before posting a meme:
- Does it hurt certain communities?
- Does it include vague language and terms?
- Is the scene suitable for the general public?
While a company must remain faithful to its image and the values it typically communicates, “meme marketing” aims to reinforce brand identity.
follow trends closely
If the meme should be consistent with the identity of the company, it should also be in line with the current themes and trends your audience is sharing. By analyzing the behavior and habits of its consumers through social media monitoring, the brand can create appropriate content.
So memes are an interesting tool for building relationships with consumers, as much as it is a source of conversation. To make the most of it, keep in mind that memes are inherently amusing and hate complexity.
Integrated into a marketing strategy, memes are a simple, authentic and creative way to engage your audience.
About the Author
Content Analyst for Capterra, looking for the latest technological and strategic trends for SMEs. Specializing in E-commerce, passionate about Audio Podcasts and Pugs.