Is There a Line for Brands Using Memes?

Have you ever been stopped in your tracks by a brand when you saw them use a meme that wasn’t aligned with their brand or tone?

Recently, I had an experience where I was not allowed to post a meme for a brand’s social media story. The meme in question was an adorable drawing: someone hitting the floor with hearts floating around them, daydreaming about the product we sell. It was lighthearted, fun, and relatable… but apparently it didn’t match the tone the higher-ups wanted to project.

At first, I was a bit confused and my first thought was “how boring”. Why not use a meme? Memes are the heartbeat of the internet. They get attention. They get shared. They speak the language of the internet generation. But should brands use them? And if so, how?

Let’s break it down!

Memes: A Marketing Tool or a Recipe for Disaster?

Memes are relatable, fun, and shareable, making them an incredibly powerful tool for brands looking to engage with younger audiences, build community, and even go viral. After all, they’re culturally relevant and tap into what’s trending.

But here’s the catch: memes aren’t just about throwing random images out there with a funny caption and calling it a day. They are a form of communication. Like any language, memes come with a set of rules and breaking those rules can destroy your brand’s credibility.

So, the question is: When should a brand use memes, and when should they stay out of it?

1. Understand the Tone and Context

Memes are irreverent by nature. They often poke fun at trends, events, or popular culture, and they don’t always have to be “polished.” But when it comes to brands, there’s a fine line between playful and cringeworthy.

• The Risk: Using a meme that doesn’t fit your brand’s tone can make you look inauthentic. For example, a luxury brand trying to sell high-end watches using a meme about “no sleep gang” could confuse followers about what the brand actually stands for.
  
  A fitness brand might use a meme of someone struggling to wake up at 6 a.m., but that meme should feel authentic to the struggle of getting fit. If that same brand uses a meme that’s totally out of context…say, something political or unrelated to fitness, people will be turned off. It doesn’t align with the brand’s purpose.

Memes Should Be Aligned with Brand Values

In the case of the meme I wanted to post, a cute drawing of someone thinking about the product with hearts surrounding them, it could have worked, but the thing was, the social media account in question tries to be more serious and professional than playful. So, the meme risked undermining the professional image of the brand.

Brands need to ask themselves:

• Does the meme reflect our core values?
• Would this resonate with our audience in a meaningful way, or is it just trendy?

If the answer is no, it’s best to avoid it.

3. Know Your Audience

If your target audience spends their time on Reddit, Twitter (X), or Instagram (which, let’s face it, most brands are targeting these days), memes could be a great way to connect with them. However, you need to be sure that your audience wants that kind of interaction.

• If your audience is young and social media-savvy, memes could be an effective way to create engagement and humor. For example, brands like Wendy’s have mastered this. Their snarky memes and clever tweets get shared and often go viral, aligning perfectly with their fun, bold tone.
• If your audience is more conservative or values professionalism, you’re likely better off using polished, informative content rather than memes that might seem too casual.

4. The Meme Should Always Add Value

If you’re using a meme, make sure it adds value to your brand. It should connect emotionally or inform your audience, not just entertain.

For example, a meme featuring a character daydreaming about your product (like in the example I gave earlier) could have been used to create a fun, relatable narrative. If you were selling something like a spa experience, the meme would work because daydreaming about self-care aligns with the vibe of the product.

But if it was an inappropriate or too offbeat meme, it could have distracted your audience and led them to question your professionalism or message.

5. Meme Culture Has a Short Shelf Life

This is key: memes are fleeting. What’s funny today could be irrelevant tomorrow. If you’re a brand using memes, you have to stay on top of meme trends and understand when they’ve peaked. Posting an outdated meme can make your brand look out of touch.

For instance, memes tied to a specific event (like a viral meme that references a current trend or pop culture moment) should be posted immediately. If you’re too late, you risk being perceived as outdated or trying too hard.

Basically,

Memes, like any tool, should be used wisely in marketing. They’re fun, engaging, and effective, but they must align with your brand tone, audience, and values. While I wasn’t allowed to post that cute meme in my experience, it wasn’t necessarily because memes are “wrong” to use, it was because it didn’t align with the brand’s tone at that time.

So, are memes for your brand? Maybe. But be sure they’re the right fit and add value to the conversation. Don’t just use them because they’re trendy. After all, your brand’s voice is too valuable to risk on something that doesn’t fit.