Optimizing Ecommerce: Say what you meme
By: Emilia Vieni
Memes are an online phenomenon that have withstood the test of time - the pinnacle of internet humour (IMHO). They have become society’s cheeky way of communicating attitudes, feelings and situations that, for a long time, no one realized were mutual. They can also be a powerful tool for your brand when used correctly because a good meme is just too hard not to share. If you’re feeling confused about memes or maybe need some tips to help them work more for your brand, here are a few things you need to know:
1. Choose entertainment this time
When it comes to memes, forget what you read in business school. Gen Z, a predominant consumer of memes, is known as the ad-averse generation, and as soon as they sense a little bit too much of “give us your money,” you can be sure your content will be ignored. Instead, focus on entertaining your audience with a meme that relates to your product, but is also funny or clever enough that people will share it with their followers. Ask yourself: would I share this hilarious post with a friend?
2. Be one with digital, or find someone who is
Make sure you get the lingo! Nothing shouts “trying too hard” than a meme gone wrong, which can seriously hurt your brand. If you heard a teenager say it six months ago - it’s probably no longer in so if you aren’t a digital native, take the time to “get” the current communication styles, slang, and news so you can understand what the heck is going on and why people are meme-ing it. Don’t have time? It can pay to hire someone to create content for you, especially if your online presence is a big part of your business.
3. Chill out on making sure you are everything to everyone (see category: life lessons that are also business lessons)
A powerful meme is one that relates to your audience, and it’s ok if only a portion of the population gets it. Try to avoid creating a meme to please everyone, and instead focus on your target audience (the IYKYK approach). Market to who your brand is for - just like you would with any other piece of content.
4. Timing Matters
Posting a meme after its prime is like telling a joke that’s so “last year” and will not do your engagement any good. Some memes can stand the test of time, while others are more fleeting (think outfit commentary after an award show). So make sure you do your research and know your stuff so that your memes won’t fade into the online abyss.
The bottom line is that memes go beyond bored college students and mindless scrolling. They are a fun, effective alternative to typical advertising that brings people together through relatability and humor, and can seriously up your brand’s cool factor (when used properly, of course). Keep an open mind, because internet users are always looking for something new to experience and share. Keep current, and meme safe!