Marketing trends are like the ever expanding universe, it never seems to stop. Just like professional reporters waiting to jump on new stories, marketers are always on the lookout for what’s trending. The term “meme” comes from a book published in 1976, The Selfish Gene by Richard Dawkins. He explains, “Our ideas, ideals, cultures, and customs replicate themselves. Almost like a virus, they travel from person to person through imitation, sharing, and repetition.”
Just like a virus a meme is shared from person to person transmitting its subliminal message, wrapped up in humour or a relevant situation. Social media platforms are infected with meme’s shared and liked by millions if not billions of viewers on a daily basis, due to high mobile and internet penetration globally. Almost all brands have created a relevant meme at least once in their lifetime, to create brand relevance, push a product or just flow with the times. There’s more than the giggle factor from the consumers point of view. Raghav Bagai describes a “viral meme”, in an article published in 2021 for BANDWAGON. “Imagine your morning coffee, now imagine your morning without one” Meme’s feed the viewers’ unending
appetite for online entertainment.
Let’s go back to how a virus works. Once a virus invades our body, it multiplies while infecting healthy cells, and then spreads outside to infect new hosts. Meme’s are the same, once a viewer sees it he or she shares the meme on their timeline to reach more people, and then before you know it, new forms of it emerge. as brands reimagine it in their own liking. One meme can take on many forms depending on each brand’s message and
creativity. Marketing doesn’t have to be all paid views, it’s also about virality. Creating the right meme, combined with the right message and published at the right time. While conservative brands might think of brand sensitivity and guidelines, they are in fact losing out on building a rapport with the next generation consumer. As children are now growing up with meme culture they are likely to form ties with brands that meet their sense of understanding and generational culture. Most companies that built trust with Millennials through entertainment value are still around today, as brand loyalty goes a long way. So shouldn’t we do the same for Gen Z? They might not be the majority consumer market we see today. However they will be… Someday, eventually sharing the same market share with Millenials. While cultural and morality factors are important aspects to consider. More brands are adopting an act now approach on marketing opportunities to get an edge over its competitors.
Remember, online engagement is equivalent to bragging rights in the real world, as brands want to establish dominance in this new growing digital landscape.
As marketing opportunities are plentiful, it takes the right team to make your brand’s virality dream come through. So don’t be shy, give us a call, let’s talk about making your brand bigger than Covid.