Memes: An Effective Marketing Tool For Social Media

Memes are an effective tool for social media marketing. They strengthen the community, create more reach, and take advantage of trends.

Memes are ubiquitous on the internet and popular with followers and users. How you can use this popularity for your marketing, how you create it, what you have to pay attention to, and what advantages it brings, you will find out in this article.

The term "meme" first appeared in 1976 in the book "The Selfish Gene" by biologist Richard Dawkins. It denotes the transfer unit of cultural information or a unit of imitation. Dawkins simply abbreviated the Greek word "mimeme," which means "to imitate something". By the way, he also provides the correct pronunciation in his book, as he writes on Twitter: "Rhymes with Cream."

Memes are so intertwined with the internet and its fast-paced trends and currents that they are familiar to just about anyone who hangs out on the internet. There is also a risk here: poorly made, meaningless, or too tame memes can quickly attract the ridicule of users. Done correctly, however, they have great benefits for marketing on social media channels. Because funny, interesting or curious memes stay in the user's mind and have other advantages.

Memes cost (almost) nothing

Memes mostly use content that already exists. So it doesn't necessarily have to create new content. Usually, it is enough to change the text of the picture in order to achieve the appropriate statement. This saves time and money for the graphics department or your own working time. Companies like Denny's Diner and Netflix have been using the meme marketing strategy for a long time.

However, there is one problem with rapid re-use: Since someone originally created the image or video and the image content to be seen (if it is a film scene, for example), this person or the company owns the rights to it.

The right to one's own picture must also be observed if strangers are on it. Theoretically, the authors or people in the picture could take action against the use of the meme. It doesn't happen often, but there are exclusive complaints. Therefore, it is advisable to create your own memes, for example, with free or paid stock photos. It is the safest and cheapest to create the content yourself.

Memes create community

Laughing together strengthens the sense of togetherness. This is exactly what memes serve. Depending on the product or topic, a certain target group can be found on a social media channel. The bomboclaat meme creates a sense of belonging. Because most of the channel's followers understand the joke or know the situation to which it is alluding. This, in turn, creates an identification with the company or the product. Which meme goes down well with which audience depends on the target group.

If the meme is good, it is shared by the followers and thus receives even more reach, which in turn benefits the company or the product and, in the best case, leads to new customers and more sales.

A suitable meme for the brand

In order to create a suitable meme, marketing strategists need to keep an eye on current meme trends. A meme can be provocative, but it cannot exceed a certain limit. A meme can quickly be perceived as offensive or discriminatory. In order to hit the right note, the following criteria should be observed:

• What content does the target group consume?
• What preferences do my customers have?
• What trends are you dealing with?
• What problems does the greatest intersection of the target group have to contend with?
• What are they laughing at?
• What does the target group perceive as negative?

The meme is then created according to these criteria. It should never be recognized as advertising. Call-to-actions have no place in the meme text. In the case of already existing memes, it is sufficient to give the image a new twist through the text in order to address the target group.

Collect memes

For the creation, it is advisable to create a collection of existing, current, and successful memes. They can serve as a template or simply for inspiration. Meme templates can be found on imgflip. Film dialogues, excerpts, or quotes are also good for memes. It is therefore worth collecting in this area too. However, it should always be clear that copyright infringements are often possible and likely in such collections. Therefore, these are to be accepted knowingly, but at least the credit can be shown by citing the source. Developing an awareness of image rights is particularly important when it comes to frequent use. In a study, researchers have now identified the sources of the most popular images.

Implementation is what counts

Whether the meme is a GIF, a screenshot, or a self-made photo depends on the message and the purpose. Which format is how popular with the target group can only be determined through constant experimentation and evaluation of the likes and comments. The font also plays a role. "Clear" straight fonts are easier to read than ornate ones and are therefore often used.

Those who lack ideas can start with simple memes on anniversaries like "Towel Day", which refers to the novel "The Hitchhiker's Guide to the Galaxy", or "International Day of Bread". Memes for events such as the soccer world championship or Oktoberfest are also available, depending on the company, product, or service. While towel manufacturers or swimming pools can use the "towel day" as a meme, the soccer world championship is a great opportunity for sporting goods manufacturers.

Current memes from others can also be shared if they fit the topic or target group. However, care should always be taken to name the author in the post. If you are unsure or want to be on the safe side, ask the creator for permission.

A worthwhile marketing strategy

Memes have been holding their own in the depths of the internet for some time now. Many well-known brands use them for their marketing. Every company can take advantage of the power of memes and thus create a successful marketing strategy with little effort.

I am a school teacher and professional guest post writer.