Introduction

The research in this paper explores meme marketing which is a new type of social media marketing that has gained popularity over a period of time. It is due to its capacity to engage and amuse consumers. Businesses and marketers are viewing the benefits of using memes to engage with consumers. This research paper investigates the influence of meme marketing on consumers and measures the effectiveness and efficiency in attracting the consumers’ attention.

Meme Marketing: The Internet’s Favourite Ad Strategy

The Internet is a place of folk culture. Insider slang, emails, reels and trendy videos fill the inboxes and feeds, circulating from one user to another. If someone uploads a photo with her dog, another one reposts the same picture with some trendy caption and months or years after, someone again tries to change the caption. This string of words and images is usually referred to as a “meme”.

The popularity of memes shared online is quite evident. According to Tama (2018), 60% of the three million online media users regularly share humorous posts in the form of memes. It is worth noting that memes enjoy widespread consumption online, particularly in the age group of 13-35. Moreover, video memes have also gained popularity, representing 35.8% of all shared videos on the internet worldwide. Indeed, creating memes is a straightforward process which involves modification of meme templates.

GIF = Meme?

A GIF is not really a meme but they are closely related to each other. It is an image file which moves, just like a short movie or a video. The clip can be played on a loop as many times as you want and thus can be differentiated on the basis of their movement. (Memes are static)

Moreover, GIFs do not have content for social and political issues and neither do they comment about it.

Positive Impacts of Meme Marketing:

• A sense of community and belongingness
• Used for entertainment purposes, generally appealing to younger audiences
• Low efforts, high rewards
• Quick and easy way to be up to date

Negative Impacts of Meme Marketing

• Can lead to false or misleading information
• Develops undesirable preconceptions and attitudes
• Cyberbullying and harmful content
• Phone addiction due to excessive viewing of memes

Where Memes Go Viral?

In this fast changing world, not all platforms are equal when it comes to meme virality. Some social media platforms have become the grounds for memes, certain examples are as follows:

• Instagram

It is one of the most popular platforms for meme marketing. This popularity has helped a lot of brands to share content which is pleasing to see and is humorous on the other hand. Reels and Stories tend to increase the reach through trending audios’ and short form edits. Brands like Swiggy and Zomato use humour and trends to keep a consumer attracted.

• TikTok- The Meme Machine

It is not just for dances anymore- It also includes videos using the meme formats, challenges and remixes which is often being used by Gen Z today. Brands like Duolingo have built their entire personalities around meme style content.

• Twitter: Real Time Meme Playground

Twitter is fast, witty, and unforgiving- which makes it the perfect meme battleground. Trending hashtags and tweets that become viral often give rise to memes that spread across all the other platforms. Brands like Netflix, Amazon Prime, etc use Twitter to post humorous replies and memes related to current events, pop culture or even user interactions.

“Damn I Didn’t Know You were Sad? I Thought It Was Just A Meme”

Depression Memes can be found in a variety of spaces, formats and platforms. These circulate on various social media platforms like Facebook and Instagram through accounts specifically designated to “sadposting” or sharing the mental illness memes. They move the attention to the overwhelming feelings of anxiety, suicidal thoughts and a lack of will to live and recover.

Indeed, meme culture depends upon two notions:

• Certain forms of content can be relied upon only for gaining attention and views. However, one must understand that these are actually different forms of human expression.

• The popularity of depression memes is a testament to this principle, but at the heart of this culture lies “humour” and “irony” which remains undefined.

Conclusion: Future of Memes

Meme culture is constantly evolving, but the future of this culture is quite unpredictable. Some popular meme creators have the following opinion-

• “I think memes will become NFTs (nonfungible tokens) and we will see creators selling their best work as digital assets.”

• “I would buy a meme NFT,” she added. Mr. Price, of Memes.com, predicted that in five years — or sooner — every moment and every news story will have an accompanying meme. 

In this age of memes, it is not just about selling a product; indeed it revolves around the idea of creating a “meme-orable” experience that one can never forget.

📌 FAQ: How Brands Are Using Meme Marketing to Brilliantly 100% Win Over Millennials and Gen Z

1. What exactly is meme marketing?

Meme marketing is a digital strategy where brands use humorous, relatable, or viral meme formats to communicate messages, promote products, or engage with online communities. It blends advertising with entertainment, which helps brands brilliantly win over Millennials and Gen Z who value authenticity and humor.

2. Why are memes so powerful in today’s marketing landscape?

Memes are culturally relevant, quick to consume, and widely shareable. They tap into collective humor and shared experiences, allowing brands to connect with consumers on an emotional level. This makes them a key tool for how brands are using meme marketing to brilliantly 100% win over Millennials and Gen Z.

3. How do memes compare to traditional marketing methods?

Traditional marketing is often static, formal, and expensive. Meme marketing is informal, real-time, and budget-friendly. While traditional ads talk at consumers, memes talk with them. This interaction is central to how brands are using meme marketing to win modern consumers.

4. Are memes suitable for all brands?

Not all brands can pull off meme marketing effectively. It works best for brands that target younger audiences, especially Millennials and Gen Z. However, any brand willing to be authentic, humorous, and culturally aware can integrate memes into their marketing strategy.

5. What types of content are considered memes?

Memes can be static images with captions, short videos, or text-based jokes. They often use trending formats or reference pop culture. Memes used in marketing are tailored to reflect brand tone while maintaining entertainment value.

6. How do memes go viral?

Memes go viral when they strike a chord with emotions, humor, or relevance. Platforms like Instagram, TikTok, and Twitter accelerate virality by encouraging sharing, remixing, and trend-following—making them essential in how brands are using meme marketing effectively.

7. Is meme marketing low-cost?

Yes. Creating memes requires minimal resources compared to traditional ad campaigns. A designer or social media manager can craft memes using free tools, making this approach cost-effective while offering high engagement rates.

8. How does meme marketing foster a sense of community?

Memes reflect shared culture and experiences. When brands use memes thoughtfully, they signal that they understand their audience’s world—helping build belongingness and brand loyalty, especially among Millennials and Gen Z.

9. What are the risks associated with meme marketing?

• Posting offensive or insensitive memes

• Misreading the cultural context

• Overuse or repetition of formats
  To avoid backlash, brands must stay informed, agile, and respectful while executing meme marketing.

10. Can meme marketing backfire?

Yes. Poor timing, outdated references, or trying too hard to be “relatable” can make brands appear out of touch or cringeworthy. A misstep in meme marketing can lead to backlash instead of connection.

11. What platforms are best for meme marketing?

• Instagram: Reels and Stories are great for visual memes

• TikTok: Ideal for meme-style videos, remixes, and challenges

• Twitter: Best for witty, real-time meme conversations
  These are the primary platforms where brands are using meme marketing to brilliantly 100% win over Millennials and Gen Z.

12. How do brands like Zomato and Swiggy use memes?

They use humor, trending pop culture references, and regional jokes to make food marketing fun. Their memes often reflect real-life customer situations, creating an instant connection with young, urban consumers.

13. What’s the role of humor in meme marketing?

Humor is the heart of memes. It helps brands break down barriers, appear more human, and build engagement. Funny content also has higher sharing potential, contributing to brand awareness.

14. Are GIFs and memes the same thing?

Not exactly. While both are used in digital communication, memes are usually static with text overlays, while GIFs are looping video clips. Memes often carry social commentary or humor, whereas GIFs are more about visual reactions.

15. How do meme marketers address mental health memes?

“Depression memes” or “sadposting” have become popular, especially among Gen Z. These memes express feelings of anxiety, loneliness, and burnout with humor or irony. While they can foster support and understanding, brands must be cautious not to exploit sensitive themes for engagement.

16. What are the psychological effects of meme marketing?

Memes trigger quick emotional responses—humor, nostalgia, irony—which lead to higher engagement. For younger audiences, memes often serve as both expression and escapism, making them a powerful tool in modern branding strategies.

17. Can meme marketing lead to misinformation?

Yes. Because memes are concise and often exaggerated, they can oversimplify complex topics or spread false narratives. Responsible meme marketing ensures that humor doesn’t come at the cost of truth or ethics.

18. Will meme marketing still be relevant in the future?

Absolutely. Memes are evolving—into videos, GIFs, and even NFTs. As internet culture continues to shape social behavior, meme marketing will remain a dominant force in how brands communicate with Millennials and Gen Z.

19. Can memes be monetized?

Yes. Meme creators can now sell viral memes as NFTs (non-fungible tokens), turning humorous content into digital assets. Brands may eventually license or purchase meme content for exclusive marketing rights.

20. How should a brand start using meme marketing?

• Know your audience

• Follow meme trends

• Use humor authentically

• Stay culturally aware

• Start with simple formats
  Meme marketing isn’t about being funny all the time—it’s about being relevant and emotionally engaging. That’s how brands are using meme marketing to brilliantly 100% win over Millennials and Gen Z.

References:

• https://www.rd.com/article/best-memes/

• https://www.nytimes.com/2022/01/26/crosswords/what-is-a-meme.html

• https://ecosocsrcc.com/the-financial-impact-of-memes-a-look-at-how-internet-trends-affect-brand-marketing-and-sales/