Memes have become a ubiquitous part of Internet culture.
Especially for younger generations, it has essentially become a second language. This leads us to the question: Can companies use memes for brand communication? The answer is yes!
The famous biologist Richard Dawkins He introduced the term in 1976, defining them as “units of cultural transmission and replicators of the human cultural environment.” Today, memes are “those funny images on the Internet.” However, they still serve the functions mentioned above, in addition to following certain rules regarding how they spread and achieve success.
User-Generated Content
As user-generated content, memes are generally created and shared anonymously, based on relevant topics or shared sentiments, and incorporated into widely recognized media. For example, scenes from famous movies with funny captions are classic forms of memes. Memes are then reinterpreted time and again—until they remain relevant or take on an entirely new meaning. This is true of almost all popular memes.
Memes play important roles in subcultures, especially among Millennials and Gen Z. They can have their own themes, within jokes and meme formats. In this sense, they strengthen bonds within a community. This is also true for consumer tribes. Fans of franchises, games, books, or brands share subcultural memes within their groups. Understanding these communities is crucial to the success of “memeing.”.
Companies Can Also Use Memes
Given the open nature of the Internet, companies have the inherent ability to participate in the meme ecosystem. However, unlike ordinary Internet users, they are bound by strict rules. Organizations must adhere to these rules strictly, unless they want to face public backlash.
First and foremost, organizations must stay up to date on Internet trends. Falling behind can lead to excruciating ridicule—or even contempt—from the online community. To avoid this negative reaction, companies should always demonstrate self-reflection, perhaps even a sense of self-deprecation.
Second, anonymity is also an important part of meme culture. For this reason, companies should avoid appropriating original memes. Doing so often evokes negative feelings, as it is seen as an appropriation of shared Internet culture. After all, there is “honor among thieves.”.
Choosing the Right Models
Memes are parasitic art forms that use existing images, text, and tools to communicate. Companies must keep in mind the implications of copyright laws. In addition, they must consider how the source material they use reflects on them.
Companies can choose between adapting existing meme templates or creating their own. The latter is not recommended. First, the final product will scream “corporate communication.” Second, memes evolve through natural selection, so it’s more practical to choose formats that have already proven successful.
Finally, if you use memes for brand communication, be creative. Also, be prepared to be ridiculed. If you take it in stride, your reputation "online" will come in first place.