Incorporating “memes” in your content strategy
Yes, you have read that one right. “Memes” have actually been around for longer than we think - they have just blown up completely in the recent years. The origin of the term is actually very scientific and dates back to 1976 when the biologist Richard Dawkins described the term as “ideas that replicate, mutate and spread shared characteristics from one person to another, and carry a symbolic cultural meaning.” Pretty awesome and self explanatory right? The word actually also comes from the word “mime” - you know those french looking clowns with a white painted face pretending to be locked up in an invisible box on the streets to get some money? They act out a story through body motions without the use of speech - they mimic things in a disproportionate way to make it their own. Today, “memes” are all about creating engagement online - new trends come out almost everyday based on some event that happened recently, and if you have not been living under a rock, you must have seen Bernie Sanders and his mittens being edited all over the place. People are hilariously creative these days using basic photoshop skills to make it more relatable to others.
Here at Mint Stalk, a leading digital marketing agency based in Dubai, we suggested this strategy of incorporating “memes” to some of our clients’ content strategy, particularly those who target Millenials and Gen-Z and who use a very modern, colloquial and familiar tone of voice with abbreviations, slangs and references. Why? Because “Memes” do an incredible job at creating a sense of belonging and communicating something that everyone understands. You don’t even have to create the “memes” from scratch, you can just tweak them in a way that matches your brand - for example if you are a burger company, you can edit Bernie Sanders with his mittens sitting on one of your burgers and even rename that burger after him. Rocco Mama is a great example of a brand that stays informed on current trends and puts them in practice - for example, they started a campaign with limited edition burgers based on some current event where people got to vote for their favourite burger. During the American elections of 2016, they created 3 limited edition burgers - the Donald (the most American burger of all time with lots of bacon, cheese and nothing too mexican or vegetarian like guacamole), the HillBill (well-seasoned and liberally garnished) and the Joker (bold flavour and non-conformist and lots of guacamole and nachos). No need to say that this campaign was an absolute success and that’s precisely the reason why you should do the same to stay relevant and develop brand loyalty.
If you’re still not convinced, here are a few important reasons why “memes” are just a perfect addition to your content strategy:
Increased engagement
“Memes” are shared amongst people every second of the day. As people enjoy connecting through humor, if your page did a good job at making them laugh, they’ll share it immediately. Don’t forget that you still have to tie it to your products somehow, otherwise it does not work.
It’s entertaining
Sometimes, it’s good to let the “memes” speak for themselves - even if the “meme” in question does not put your products forward, it could be something related to your staff, a cause you support, today’s weather or trending topics.
“Memes” are easy to create
The good thing about “memes” is that they do not have to be high-quality images. I mean, most of them are basic editing and low-resolution, which actually makes them fun and easy to create - they are not perfect and they don’t have to be. That’s the beauty of it. There are even some free “meme” generators, in case you’re super lazy.
They are creative
“Memes” can be anything you want and they leave space for your brand to experiment on a different type of creativity. Once you have a good sense of what your audience likes, it’s usually smooth from there.
They help show your brand’s personality
“Memes” can help reinforce your tone of voice and personality through the type of content you choose to display. The more you evolve along with the trends and match them to your brand identity, the more timeless you become and appeal to the wider audience.
Here in Dubai, youngsters are constantly sharing art, music and “memes” around their life experience. At Mint Stalk, we understand the value it creates when it comes to socialising - often, if you don’t find “memes” funny, you’re a bit of a weirdo. We have worked with brands within the hospitality industry, banking, food & beverages, and the use of “memes” is just incredibly common and appreciated. As we mentioned previously, “memes” are a very easy way to connect with your audience - most leading digital marketing agencies use them, and so do we. However, you must be smart about how to incorporate them into your strategy. Nowadays, it’s very easy to offend people and if you do it wrong, you’ll end up with some PR issues on your hands and miss the mark entirely. There are still a few steps you can take to play it safe:
Know your audience
You probably already do on the surface - their age, background, location etc. Don’t be tone-deaf or condescending to any group of people. Knowing where they come from, what they like and how to speak to them can help you hit the mark.
Be original
Reposting “memes” is okay, but if you can give them that little extra spice, it’s better! Some “memes” can even tap into the nostalgia factor, sarcasm, satire, anything really. Making fun of yourself also works as it adds that touch of humility that people respect. For example, if a campaign didn’t turn out as you wanted, bringing it up in a funny way can make people appreciate the effort regardless and laugh about it with you.
Don’t be tacky
Don’t chase clout - brands sometimes try to be too edgy and end up getting the wrong type of attention. The risky thing about that is that your competitors might use your failed attempt and turn it against you, making themselves look a lot better.
Not all “memes” are popular with the masses
Indeed, some “memes” are quite specific to some extremist groups for example who use them a lot in their hate and discriminatory speeches - do your research and you will be okay.
Keep it consistent
We cannot stress this enough - consistency is key.
“Memes” can become a pretty awesome and useful addition to your content strategy. Some companies still need to get on board with the trend as a lot of them are very reluctant about the idea, fearing it will not be such a good idea or that it won’t take off. It’s understandable, but here at Mint Stalk, a digital marketing agency operating in the United Arab Emirates and having dealt with numerous young brands, we can actually vouch for this type of human elevent through humor. It works, it’s trendy and it’s also inexpensive with a high chance of going viral. It brings a lighter and more contemporary touch to your brand and supports the kind of community you wish to build around your brand.
