According to YPulse, more than half of users ages 13 to 35 consume memes at least once a week
In addition, four out of ten consumers in this segment of the population follow pages dedicated to creating these materials.
More than half of the public use these resources to react to another message, or to make others laugh
Thanks to the prevalence of digital channels in consumers’ daily lives, many of the most crucial elements of popular culture emerge online. Now it is the trends in social networks that decide what is the topic of the moment for brands. Techniques that used to only serve for entertainment are now valid strategies to boost a business. But there is no more interesting phenomenon than the use of meme marketing.
According to Forbes, this type of content is popular with online consumers, especially younger ones. Just the average millennial consumes between 20 and 30 memes every day. This makes them valid vehicles to establish relationships between them. But from a business perspective, they can also be exploited to create marketing strategies. Not only that, but they have (according to Youngun India) a fairly high return on investment.
How is it possible that content as informal as memes can be used by companies for serious marketing strategies? It is a valid question. While various brands run infotainment initiatives, they tend to use vehicles such as videos, photos, or infographics. None of them present the same sense of informality as memes. But according to Hubspot, these resources have very concrete business benefits:
Memes allow you to automatically connect with the community
Many brands find it difficult to develop an authentic and close relationship with all consumers, which in turn translates into greater loyalty to their business. Memes are great for establishing these kinds of powerful bonds in the long run. Not only is it easier for brands to “speak in the language” of consumers using these types of resources. At the same time, the message you want to convey will be much more memorable, ensuring connection.
They demonstrate the current and relevance of the brand
This item could be considered a double-edged sword. Memes are rapidly changing phenomena. What was popular and relevant one week may not be popular the next. In this sense, getting on the trend of the moment is a sign for people that the company in question is in contact with what is popular with their interests. On the contrary, if strategies are executed out of time, it could give just the opposite impression.
You can diversify your content strategy with memes
Using these types of viral images and ideas is really adding another category to the entire content strategy of brands. And the more diverse they are, the easier it is to hold consumers’ attention. The audience is constantly bombarded with resources and entertainment. So a brand that produces the exact same thing at regular intervals ends up getting predictable and boring. Memes are perfect to give you more variety.
They allow to massively expose the brand
One of the great benefits of producing memes, especially if they are popular, is that it helps brands jump on established trends. A successful strategy, then, gives companies a chance to gain massive, accelerated exposure. So, not only are these resources good for getting the attention of established audiences and continuing to engage with them. They can also be a hook to feed the communities.
The brand’s values are reflected in its memes
Another rarely talked about advantage is using these resources as a vehicle to publicize the company’s goals, ethics, and specific thinking. Again, people tend to relish memes because they are interesting and fun materials. In this sense, they can be used to further disseminate this type of information that may not be so well known about the company. And so, keep working to improve your relationship with the public.