In today’s digital landscape, more than three billion people use social media—and 60% regularly share memes and humorous content. What once began as a niche internet pastime has evolved into a powerful meme marketing strategy, shaping cultural conversations and driving unprecedented engagement.
Traditional advertising is losing its edge. Audiences are increasingly skeptical of polished, sales-driven content and are instead drawn to authenticity, relatability, and humor. Brands that fail to adapt risk being ignored.
Enter meme marketing: a low-cost, high-impact approach that cuts through the noise with shareable, emotionally resonant content. By tapping into real-life struggles, trending moments, and collective experiences, memes build genuine connections—without feeling like ads.
This guide explores why meme marketing works, how to craft a winning strategy, and how top brands use it to boost engagement, brand recall, and community loyalty.
The Evolution of Meme Marketing
Meme marketing is the strategic use of humor to make brands feel human, relatable, and memorable. It involves repurposing pop culture references, viral jokes, and trending formats into content that resonates with audiences across platforms.
Few understand this better than Aidan Brannigan, viral content strategist and co-founder of No Boring Brands. In a recent expert session, he emphasized how humor—especially through memes—can subtly guide consumers toward a brand without triggering ad fatigue.
“We make memes, we make funny skits, any Creator-style video that’s funny… It’s a way to connect, a way to convey intelligence, and a way to sell to people without them even realizing.”
— Aidan Brannigan
His agency has worked with major brands like ClickUp and Fiverr, proving that when done right, humor-driven content isn’t just entertaining—it’s a conversion engine.
Why Memes Work in Marketing
Memes are more than punchlines—they’re psychological tools rooted in emotion, recognition, and shared experience.
The human brain processes visuals 60,000 times faster than text, and memes combine both elements for instant comprehension. But their real power lies in relatability.
A study by Oracle found that 92% of consumers remember brands that use humor over those that don’t. Memes amplify this effect by reflecting real-world pain points—like work stress, tech glitches, or daily frustrations—in a way that makes audiences feel seen.
“The reason memes are so effective is that most of them are based on pain points. A typical marketer is juggling 97 things at once, barely keeping up—and memes capture that struggle in a way that makes people feel seen.”
— Aidan Brannigan
Because they don’t look or feel like ads, memes bypass consumer skepticism. They foster trust by positioning the brand as witty, in-the-know, and culturally aware—exactly what modern audiences crave.
4 Key Benefits of Meme Marketing
1. Low-Cost, High-Engagement Strategy
Unlike traditional ad campaigns requiring large budgets, memes are inexpensive to produce and distribute. A single well-timed meme can go viral organically, reaching thousands—or even millions—without paid promotion.
👉 Discover how smart content strategies can maximize engagement without breaking the bank.
2. Increased Brand Recall and Virality
Memes are built for sharing. When a meme hits the right nerve, it spreads rapidly across platforms. Virality isn’t just about reach—it’s about resonance.
As Aidan notes:
“If you’re in a super niche industry where you only have 10,000 buyers, a post getting 1,000 views is viral because you’re reaching 10% of the market in one post.”
The goal isn’t just laughs—it’s building a funnel that drives real business results.
3. Appeals to Younger Audiences
Millennials and Gen Z are meme-native. They consume humor as part of their daily digital diet. For brands targeting these demographics, meme marketing isn’t optional—it’s essential for staying culturally relevant.
4. Builds Community and Brand Personality
Great memes spark conversations. They create inside jokes, encourage tagging friends, and foster a sense of belonging. Over time, this builds brand loyalty and transforms followers into advocates.
6 Ways to Create a Winning Meme Marketing Strategy
1. Understand Your Audience’s Humor
Not all humor works for every brand. A B2B SaaS company shouldn’t mimic Gen Z TikTok trends unless it aligns with its audience.
To get it right:
- Identify your audience’s age group and communication style.
- Analyze competitor memes—what works? What falls flat?
- Dive into niche communities (Reddit, Twitter threads) to observe real-time humor trends.
- A/B test different meme styles and track engagement.
For example:
- HubSpot uses relatable marketing struggles to engage B2B professionals.
- Nike taps into fitness culture with motivational humor that resonates with active lifestyles.
2. Stay Culturally Relevant
Memes have a short shelf life. What’s funny today might be cringe tomorrow.
To stay current:
- Monitor Twitter (X) trends, TikTok challenges, and meme hubs like Know Your Meme.
- Move quickly—but thoughtfully—on trends.
- Research a meme’s origin to avoid controversial or offensive associations.
- Adapt trends to fit your brand voice instead of copying them outright.
Wendy’s is a master of this approach, using trending formats with a sharp, playful tone that feels authentic.
👉 See how real-time content can boost your brand’s visibility in fast-moving digital spaces.
3. Balance Original vs. Repurposed Memes
Original memes help build long-term brand identity and can become signature content (e.g., Slack’s workplace humor series).
Repurposed memes leverage existing virality for quick engagement (e.g., Netflix adapting trending formats around show releases).
Best practices:
- Use original memes for brand-specific messaging.
- Repurpose viral templates when timeliness matters.
- Mix both types to maintain freshness and consistency.
4. Choose the Right Platform
Each platform has unique meme cultures:
- Instagram: Ideal for visual memes via Reels and Stories (great for B2C/lifestyle).
- Twitter/X: Perfect for real-time reactions and witty commentary (ideal for news/tech).
- TikTok: Best for video skits and trend adaptations (Gen Z-focused).
- LinkedIn: Rising in popularity for B2B brands using professional humor.
- Reddit: Thrives on niche community humor (great for tech/gaming).
- Facebook: Strong for local businesses and older demographics.
- Pinterest: Less common but useful for lifestyle brands using humorous visuals.
Match your platform choice to your audience’s behavior—not just your preferences.
5. Measure Meme Marketing Success
Meme success isn’t just about laughs—it’s about results.
Track these key metrics:
- Engagement Rate: Likes, comments, shares, saves.
- Virality Coefficient: How widely content spreads.
- Click-Through Rate (CTR): If your meme includes a CTA.
- ROI: Revenue or leads generated from meme campaigns.
Use analytics tools to refine your strategy over time and ensure alignment with business goals.
6. Follow Best Practices—Avoid Common Mistakes
✅ Do’s:
- Keep memes simple and instantly understandable.
- Align humor with your brand voice.
- Jump on trends early.
- Make content highly shareable.
- Test different formats (GIFs, videos, static images).
❌ Don’ts:
- Don’t use outdated memes—timing is everything.
- Don’t force humor if it doesn’t fit your brand.
- Avoid offensive or polarizing topics.
- Don’t overbrand—subtle logos work better than heavy-handed promotions.
- Always research a meme’s origin to avoid backlash.
Real-World Meme Marketing Success Stories
1. Dunkin’ – Flirty Spider Doughnut (2024)
Dunkin’ launched a Halloween-themed Spider Doughnut with a flirtatious persona across Instagram and TikTok. The cheeky tone tapped into seasonal fun and went viral due to its bold personality and visual appeal.
2. Duolingo – “Death” of Duo the Owl (2025)
In a surprising move, Duolingo “announced” the death of its mascot, Duo the Owl, citing user procrastination as a possible cause. The campaign generated massive buzz due to its absurdity and emotional connection with users.
3. Ryanair – Witty Customer Service Replies
Ryanair gained attention for its humorous responses to complaints—like replying “You must be new here” to a passenger upset about a windowless window seat. This candid tone humanized the brand and made interactions highly shareable.
Frequently Asked Questions (FAQ)
Q: Is meme marketing suitable for B2B brands?
A: Absolutely. B2B brands like HubSpot and Slack use industry-specific humor to connect with professionals in relatable ways—proving that humor transcends audience type.
Q: How often should I post memes?
A: Quality over quantity. Posting 1–2 high-performing memes per week is better than daily low-effort content. Monitor engagement to find your optimal rhythm.
Q: Can meme marketing drive sales?
A: Yes—when paired with clear CTAs or integrated into broader campaigns, memes can drive traffic, leads, and conversions by building familiarity and trust first.
Q: What if my meme fails or gets negative feedback?
A: Not every meme will land. Respond gracefully, learn from the data, and adjust. Authenticity matters more than perfection.
Q: Should I hire a dedicated meme team?
A: For consistent output, yes—especially if humor is central to your brand voice. Alternatively, collaborate with creators who understand internet culture.
Q: Are memes only for young audiences?
A: While Gen Z and Millennials dominate meme culture, older demographics engage too—especially on Facebook and LinkedIn—with appropriate tone and references.
Meme marketing isn’t a fleeting trend—it’s a fundamental shift in how brands communicate. As consumers reject traditional ads, memes offer a refreshing alternative: authentic, entertaining, and deeply shareable content that builds lasting connections.
The key is agility: stay culturally aware, know your audience, balance originality with trend-jacking, and measure what matters. Brands that embrace this approach won’t just go viral—they’ll build communities that stick around long after the laugh fades.