Meme
Content and brand
Content and brand
A meme is an idea or recognisable format that people share and adapt. Online, it often takes the form of an image, video, phrase or joke repeated in new contexts.
A meme is more than a funny picture. Repetition and variation make it recognisable: the same image with different text, a recurring video clip or a phrase applied to people's own situations. Not every widely viewed post is therefore a meme.
In marketing, you can use a meme to show a relatable situation connected to your offer or field. The joke only works if your audience understands the original reference and the execution fits your brand voice. A meme can attract attention without making your brand or offer memorable.
Meanings can change quickly. A format that was light-hearted yesterday may carry a different meaning today. Check its origin, current use and reactions before adopting a trend in your brand communication.
Tip
Start with a situation your audience recognises rather than a wish to go viral. Skip a meme if you do not understand its context or the joke does not fit your brand.
Related terms
- Social media marketingSocial media marketing covers everything you do on platforms like Instagram, LinkedIn, TikTok, Facebook, YouTube and Pinterest to build awareness, stay in touch and win customers.
- EngagementEngagement is the interaction on your content: comments, saves, shares, watch time and clicks — a signal that people actually do something with your post.
- Tone of voiceTone of voice is how your brand writes and speaks: word choice, form of address, sentence length and what you deliberately don't say.