There was a time when brands played it safe on social media—posting polished product shots, carefully crafted captions, and sticking to traditional ad formats. But today, the internet speaks a new language: memes. Memes aren’t just funny pictures with text slapped on them; they’re cultural currency. They spread like wildfire, spark conversations, and have the power to make a brand feel relatable rather than just another company selling something. So, how are brands cashing in on meme culture? Let’s take a deep dive!
Memes work because they are fast, funny, and familiar. Unlike traditional ads, which feel forced or overly promotional, memes blend into a user’s feed effortlessly. The best part? They create an emotional connection—whether it’s humor, nostalgia, or just pure internet chaos.
Here’s why brands are loving memes:
Viral Potential – A single meme can reach millions without spending a dime on ads.
Relatability – Brands can tap into trends their audience already loves.
Shareability – People willingly share memes, giving brands free exposure.
Low Cost, High Impact – No need for big budgets—just a good sense of humor.
Now, let’s see some brands that have truly mastered the meme game.
If you’re on Instagram or Twitter, you’ve probably seen Zomato and Swiggy turning everyday food cravings into meme gold. From “When you order food and hear the delivery bike outside” to “Me pretending to cook while actually waiting for my food to arrive,” they get their audience.
Example: During the lockdown, Zomato posted a meme with the text “Only two moods: Kitchen or Zomato”, featuring an image of a person choosing between cooking and ordering food. It was simple, funny, and oh-so-relatable.
Netflix doesn’t just stream content; it memes its content. Their social media team knows how to take scenes from popular shows and movies and turn them into hilarious, trending posts.
Example: Remember the viral “Squid Game” meme where people had to choose between two difficult options? Netflix India used it to say, “Choosing what to watch on Netflix tonight.” It was funny, relatable, and kept their content top of mind.
If brands had personalities, Duolingo would be that one friend who’s totally unhinged on social media but somehow makes it work. The Duolingo owl has become an internet sensation, with the brand using absurd humor to keep people engaged.
Example: They once posted a meme showing their mascot threatening users who didn’t complete their daily lessons, jokingly saying, “Come back to Duolingo… or else.” It’s funny yet effective, making users rush back to their language lessons.
McDonald’s and Burger King have had a long-standing rivalry, and they’ve taken it to meme battles on social media.
Example: On National Burger Day, Burger King tweeted, “You can always tell who the real king is.” McDonald’s clapped back with a photo of their long-standing global presence, proving they’re still the bigger brand. The audience? Absolutely entertained.
You wouldn’t expect a luxury brand like Gucci to embrace meme marketing, but they did—with style. They launched the “#TFWGucci” campaign (That Feeling When Gucci), which featured high-fashion aesthetics mixed with meme-worthy captions.
Example: One post showed a Gucci watch with the text, “When you want to flex but still arrive late.” It was a perfect blend of high-end branding and internet humor.
Want to use memes for your brand? Here’s how to do it without looking like a try-hard:
Stay on top of trends – Keep an eye on viral memes and adapt them quickly.
Know your audience – What kind of humor does your audience love? Play into that.
Be authentic – Don’t force memes that don’t fit your brand voice.
Use pop culture references – Shows, movies, and events can provide great meme material.
Engage with humor – Don’t be afraid to poke fun at yourself or industry trends.
Memes are no longer just for entertainment; they’re a powerful marketing tool. Brands that understand meme culture and use it smartly are winning big on social media. Whether it’s Zomato’s foodie jokes, Netflix’s pop culture references, or Duolingo’s unhinged humor, one thing is clear—memes sell. So, if your brand isn’t using memes yet, what are you waiting for? The internet is laughing—make sure they’re laughing with you, not at you.
More than any process or tool.
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