So, what exactly is meme marketing? In simple terms, it’s the practice of using memes, those funny, instantly recognisable images and videos with witty text, to promote your brand, product, or message. But it’s not just slapping a caption on a cat photo and calling it a day. It’s a nuanced, strategic approach to humanising your brand and connecting with audiences in a way no generic ad ever will.

Why memes? Why now?

Memes are the new social glue. They travel faster than gossip in a village pub and stick in people’s heads like a dodgy jingle. In 2025, memes are more than a trend; they’re a cultural language. They tap into shared feelings, collective jokes, and viral moments that your audience already loves.

Statistically speaking, memes have been shown to drive up to 60% more engagement than traditional content. They’re shared, reshared, and screenshotted into oblivion. Just think about how many times you’ve seen the “distracted boyfriend” meme twisted into 47 different jokes, that’s precisely the sort of attention brands dream of.

When done correctly, meme marketing can:

• Build massive brand awareness (without burning your entire ad budget).

• Improve audience engagement (people actually comment and share).

• Strengthen brand personality (because no one loves a corporate robot).

• Drive conversions (if integrated cleverly with calls to action).

Brands getting it right

Take Duolingo’s TikTok account, an owl with more sass than a London cab driver. They’ve used memes to make language learning hilarious and wildly shareable. Or Ryanair, whose savage memes about cheap flights and annoying customers have turned them into a social media phenomenon.

They’re not just being funny for the sake of it. They’re building a brand voice that feels authentic, relatable, and memorable, and customers love it.

But it’s not a free-for-all

Here’s where most brands crash harder than I did that time I tried to power-slide a Reliant Robin. Meme marketing isn’t just hopping on trends blindly. Context is everything. If you use the wrong meme, in the wrong way, at the wrong time, you risk looking cringeworthy, out-of-touch, or worse, going viral for all the wrong reasons.

You need to understand:

• Your audience’s sense of humour – A meme that works for Gen Z might completely baffle a Baby Boomer.
• Cultural context and timing – Internet jokes move at warp speed; last week’s meme is this week’s stale sandwich.
• Brand fit – If you’re a serious financial firm, you don’t need to force jokes about “no thoughts, just vibes.” There’s a way to adapt memes tastefully.

The science behind it

Psychologically, memes work because they trigger emotional reactions. They’re short, snappy, and often evoke humour or nostalgia, both powerful tools for memory retention. In marketing terms, they’re brilliant for the top of the funnel (awareness and engagement), but can also be used cleverly in the middle and bottom to drive interest and action.

How to start meme marketing

Start by listening. Watch what your audience shares, the references they make, and the jokes they get. Then create (or adapt) memes that align with your brand’s tone and objectives. Track engagement, iterate, and, most importantly, keep it authentic. Forced memes are about as appealing as a wet sock.

Or, you can leave it to professionals who know how to balance relevance, timing, and taste. (Ahem, that’s us.)

FAQs about Meme Marketing

What is meme marketing?

Meme marketing is the strategic use of humorous, viral images or videos (memes) to promote a brand, engage audiences, and build online awareness.

Is meme marketing suitable for all businesses?

Almost any brand can use meme marketing, as long as it feels authentic to their voice. From airlines to software companies, memes can work wonders if they’re executed thoughtfully.

Does meme marketing actually lead to sales?

Yes, indirectly. Memes build engagement and brand affinity, which increases trust and ultimately conversions, especially when combined with smart calls to action.

How do I avoid backlash from memes?

Stay culturally aware, be sensitive to context, and avoid memes with controversial or offensive origins. Always test internally before going live.

Do I need to create original memes or use existing ones?

Both approaches work. Adapting popular memes is common, but creating original branded memes can make you stand out.