Memes are funny, entertaining, easy to consume, and usually relatable. That’s a perfect storm for content. They are great for making light jokes or getting a point across.

Memes have evolved heavily over the years from static images to speaking with GIFs or TikTok video memes. So how exactly can brands capture this format for themselves? Let’s dive in.

Tips for Meme Marketing

1. Know Your Audience: Make memes that’ll appeal to your followers, as well as the ones you want to gain. While not all brands should post memes, if you’re targeting millennials or Gen Z, it’s a solid format to include in your content plans.
2. Add Originality to Popular Memes: Yes, memes can be funny. But don’t forget that meme marketing is for brand awareness. Use recognizable memes in a way that puts your brand in the forefront.
3. Keep Up with What’s Trending: A huge part of meme culture is current events. You have to be timely, especially on Twitter, if you want to be a leader in the meme game.

World class memes aren’t going to happen overnight. You have to do your research and play around. Don’t be afraid to get weird with it every now and again (we’re looking at you, Denny’s). But be sure to use them sparingly with your other content.

Check out this full blog post by Shane Baker for more meme tips and examples from brands.

Related: The Spongebob Meme Phenomenon

With the rise of TikTok memes, not all memes are going to be static images. But to help out content creators with the basics, use this Meme Generator from Imgflip! It has some of the classics and you can create your own. It just makes it a little easier on you to have a clear canvas for your text.

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Disclaimer: This campaign containts topics of suicide and self-harm. 

CALM, or Campaign Against Living Miserably, is an organization in England that offers resources and a helpline for suicide prevention. They released an awareness campaign about how those struggling with mental illness, depression, and suicidal thoughts don’t always appear suicidal. It’s a powerful PSA showing the last videos of loved ones where they all appear laughing, smiling, and having fun.