How to use memes in marketing: A guide to engaging modern audiences

Memes are everywhere — in group chats, on social feeds, and woven into the way people communicate online. What started as simple pop-culture references has evolved into a powerful form of digital storytelling that spreads fast, sparks emotion, and builds instant connection. For brands and creators, memes offer a unique opportunity to join conversations in a way that feels natural, funny, and culturally relevant.

But memes aren’t just about jokes. When used intentionally, they can boost engagement, increase reach, and help brands resonate with audiences — especially Gen Z and millennials, who are highly responsive to visual, shareable content.

Key takeaways

• Memes drive engagement: Low-cost, shareable, and relatable content can increase audience interaction and brand awareness.
• Balance humor and brand relevance: Effective memes entertain while staying true to your brand voice and values.
• Know your audience: Tailor memes to your niche, trends, and the cultural references your audience understands.
• Design matters: Clear visuals, readable text, and subtle branding make memes professional and shareable.
• Measure and iterate: Track performance metrics like likes, shares, and reach to refine your meme strategy for better results.

Summary/Overview

What is a meme?

A meme is a piece of media — usually an image, short video, or GIF — paired with relatable text or commentary. Memes typically reference shared experiences, cultural trends, or humor to deliver a message in a quick and entertaining way. While most memes take on familiar formats and get remixed across the internet, brands can customize them to reflect their own voice, audience, and campaigns.

Memes spread quickly because they’re:

• Easy to consume
• Highly shareable
• Emotionally relatable
• Adaptable to trends and communities

Used the right way, they can serve as micro-campaigns that spark engagement without feeling like traditional marketing.

Why memes work in marketing

Memes aren’t just entertaining, they’re also a strategic way to communicate with savvy audiences who are tuning out overly polished and salesy content. When a brand uses memes effectively, it signals that it understands the culture, humor, and language of its consumers.

Here’s why memes are so effective in marketing:

1. They feel organic, not promotional

Unlike traditional ads, memes blend naturally into social feeds. They mirror the type of content people already share with friends, making them less likely to be ignored or scrolled past.

2. High shareability = higher reach

A single relatable meme can travel far beyond your follower base through reposts, shares, tags, and screenshots — giving your brand exposure without paid spend.

3. They connect through relatability

Memes tap into shared emotions, frustrations, and everyday experiences. When audiences see themselves in your content, they’re more likely to engage.

4. Perfect for Gen Z and millennials

Younger audiences consume and communicate through memes daily. Using meme-based content helps brands meet these users where they already are.

5. Cost-effective content strategy

You don’t need a film crew, photo shoot, or big budget to create a viral meme — just creativity, timing, and the right format.

6. Great for brand personality

Memes give brands space to be more human, playful, and witty — without straying from strategy. They help you stand out in a feed full of generic posts.

How to create memes that connect with your audience

Creating an effective meme isn’t just about picking a funny image, it’s also about matching the tone, timing, and message to the people you’re trying to reach. Here’s how to make memes that feel on-brand and resonate with your audience:

1. Know your audience’s humor and references

A meme that lands with Gen Z might not make sense to millennials or professionals in a certain industry. Before jumping on a trend, consider:

• What your audience finds funny
• The platforms they use most
• The pop culture or internet references they follow

2. Choose the right meme format

Some formats are ideal for humor, others for commentary or relatable moments. Decide whether an image macro, GIF, trending template, or custom design best fits your message.

3. Keep it timely and relevant

Memes move fast. Leveraging trending moments, events, or viral formats gives your content a better chance of being discovered and shared.

4. Maintain your brand voice

Even playful memes should feel aligned with your brand identity. Adjust the tone to be funny, clever, or sarcastic — but not off-brand or confusing.

5. Make it visual-first

Memes are meant to be instantly recognizable and digestible. Use:

• Minimal text
• Readable fonts
• Strong visual contrast
• Familiar layouts

6. Add subtle branding when appropriate

A logo or watermark can help identify where the meme came from — but avoid over-branding, which can turn people off or limit shareability.

7. Test and learn

Post a variety of meme styles and track performance. Use analytics to see what formats, tones, or topics get the most engagement.

Examples of successful meme marketing campaigns

Seeing real-world examples of brands using memes effectively can inspire your own strategy. Here are three standout campaigns that show how humor and relatability drive engagement:

1. BarkBox: Dog humor that resonates

BarkBox’s meme campaigns tap into the universal love of dogs. Their “Dog Mood Swings” series humorously captures the changing moods of pets, aligning perfectly with pet owners’ experiences.

• Why it worked: Relatable content, humor, and emotional connection breed high engagement.
• Takeaway: Memes that connect emotionally with your target audience are more likely to be shared.

2. Netflix: Content seeding and pop culture

Netflix leverages its vast content library to create memes that reference popular shows or viral trends, like the “Bird Box Challenge”. By turning show moments into humorous memes, they sparked excitement and conversation.

• Why it worked: Timely, relevant, and tied directly to Netflix content.
• Takeaway: Use your existing content assets to create memes that promote awareness and engagement.

3. McDonald’s: Blending pop culture with branding

McDonald’s merges iconic imagery and lines with trending memes, like the “Travis Scott Meal” memes. They also integrate seasonal promotions (e.g., Shamrock Shake) with humor.

• Why it worked: Memes aligned with pop culture while subtly highlighting products.
• Takeaway: Cleverly combining brand messaging with trending formats amplifies reach and memorability.

Tip: Analyze why these memes worked — timing, relatability, humor, and brand alignment all matter. Your memes should aim for similar impact while staying authentic to your brand.

Design tips for successful memes

Good design is at the heart of creating a meme that gets shared. These tips help ensure your memes are funny and visually appealing, readable, and on-brand.

1. Choose the right image

• Use trending images or templates that your audience recognizes.
• Your visuals should reflect your brand personality and values.
• If existing memes don’t fit, create original visuals to strengthen your identity.
• Only use images you have rights to or create your own.

2. Use clear, concise text

• Keep captions short and witty — memes need to be instantly digestible.
• Select fonts that are easy to read on mobile and desktop.
• Make sure text enhances the humor or message, not obscures it.

3. Stay on-brand

• Reflect your brand tone — clever, playful, sarcastic, or quirky.
• Avoid memes that feel off-brand or could confuse your audience.

4. Subtle branding

• Watermarks or small logos can help your content be recognized.
• Avoid over-branding, which can reduce shareability.

5. Platform & timing considerations

• Tailor memes for specific platforms (Instagram, TikTok, X (Twitter), etc.).
• Post at times when your audience is most active to maximize reach.

6. Experiment and iterate

• Test multiple meme formats, styles, and captions.
• Track engagement to see what resonates and refine your strategy.

Tip: Combine humor, relevance, and brand alignment to make memes that aren’t just funny but also shareable and effective for marketing goals.

Start your meme marketing campaign today

Memes aren’t just fun, they’re also a powerful tool to boost engagement, connect with your audience, and make your brand memorable. Now that you understand how to craft, design, and strategically use memes, it’s time to put your knowledge into action.

Here’s how to get started:

• Pick a meme style or template: Use trending formats or create your own with tools like Adobe Express.
• Tailor your content to your audience: Align memes with your niche, trends, and brand voice.
• Design for readability: Ensure text, images, and graphics are clear and on-brand.
• Schedule and post strategically: Use analytics to post when your audience is most active.
• Measure performance: Track likes, shares, comments, and reach to refine your strategy over time.

Tip: Start small — post a few memes and gauge audience reaction. Iterate based on engagement to find what resonates best.

Ready to create shareable, brand-boosting memes? Try Adobe Express Meme Maker to customize templates, craft your own memes, and start your meme marketing campaign today.

Try Adobe Express today

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