The famous memes are everywhere, and are now an almost unique form of expression for the younger generations. And from there to becoming a digital marketing strategy, it’s only a step away. But let’s take it one step at a time and start with how the term “meme” came about.
It was the brainchild of a British biologist named Richard Dawkins, who introduced the meme concept in his book The Selfish Gene. The pages of this work dealt with a cultural gene that is transmitted from generation to generation as a unit of information, spreading through the culture like a disease.
Despite the years that have passed since Dawkins published his book, it is still a current topic, as the characteristics mentioned by the author at the time relate to the funny memes we use today. And using them in marketing is almost a logical consequence. Let’s see why.
The usefulness of memes in marketing
If memes are such a powerful communication tool, it is because they respond to the most basic human behaviours. Our genetic map reflects that we are social beings with a need to belong to a group, and that we learn by imitation.
Emulation is part of our learning process, and it all starts by observing how someone does something like talking, walking, cycling… Memes reflect reality very well in that sense, because they are based on simple things experienced by everyone.
Every time we see a meme that we identify with, we experience a feeling of belonging to a group, and that’s why we share it: others will know exactly what we mean. This is why memes go viral so easily, as they convey messages powerfully and make the recipient feel identified. It is true that they show weaknesses, but it is also true that the person receiving the message is not the only one who is vulnerable: it is a group thing.
The advantages of memes in digital marketing
When it’s time to expand a brand’s message to build customer loyalty, memes can be an effective tool in online marketing campaigns:
They facilitate user identification with the brand: funny memes that reflect vulnerability with humour are very popular with the audience. That’s why they should be honest and credible, so that the audience can identify with them and thus achieve greater engagement.
They humanise your company’s image: humour can do almost anything, and what makes people laugh breaks down borders. Therefore, using a suitable meme that makes users laugh is one of the most effective ways to get the message we want to convey across.
Easy viralisation: when a meme is good and people can easily identify with it, it easily goes viral on the internet. This means free publicity provided by users, who will be in charge of spreading the brand’s message.
Higher level of engagement: a well-crafted meme always provokes a response from the target audience, achieving numerous interactions. Whether the responses are negative or positive, they will all be useful in this sense.
Applying memes in digital marketing
Let’s look at some strategies for creating brand-appropriate memes:
Define a buyer person: this is the reflection of the ideal customer. It involves getting to know them and speaking their language in order to respond to what they expect, so that the meme achieves the desired effect.
Identify vulnerable points: each person has a vulnerability, which may depend on their age, profession, personal situation….. It is a matter of identifying the vulnerability of the target audience, and connecting with them by approaching the subject with humour.
Keep up to date: memes tend to have a very short lifespan, as do some fads. This means that in order to create good memes, you need to be very aware of trends, fads, and any news related to current affairs.
If you still haven’t decided to use this powerful tool in your online marketing campaigns because you prefer to leave it in the hands of professionals, count on Somos Sinapsis: we are also part of the group : )