I wrote an article on the use of meme-marketing last year. Here’s an excerpt:
Here’s why memes are so great:
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Takes < 60s to create
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Rich, vivid sub-communication you’d take hundreds of words to describe explicitly
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And yet, consumption and comprehension are instant and effortless
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Hyper-targeted; only your customer avatar will get it 100%
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Humor; try disliking someone who makes you laugh
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Inside joke creates a sense of belonging
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Repels the non-avatar (this is meant for someone else)
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But even the non-avatar can appreciate and enjoy it
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Can be published stand-alone or paired with additional copy
By tapping into the shared consciousness you have with your avatar, you’re showing you GET THEM.
And when they believe you get them…they want to do business with you.
The Meme itself derives meaning from several layers of communication:
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The image is the base and conveys the majority through emotion
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The image copy that often follows a standard syntax associated with the meme
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The specific message for a targeted audience
Even if the reader has no prior exposure to the meme they will be able to understand it and relate.
Sorta like accurately guessing the meaning of an unfamiliar word when you read it in a sentence.
How to use the Meme:
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Standalone with a short, funny caption or anecdote to drive engagement
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Pair it with a story, lesson, and/or CTA
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As creatives for Facebook/Instagram/Twitter ads
The meme functions as both Attention and Interest in the AIDA framework.
Which means, they’re damn useful in a social media ecosystem to draw out your customer avatar and get them to click through to your profile.