Lately, we've seen brands and content creators really embracing something called "meme marketing." But do these kinds of posts actually grab attention and boost a brand's image, or are they just a fleeting trend? What role do memes and absurd humor play in delivering serious messages? Is it a fun and effective strategy, or a risky approach?
Do memes and internet humor actually work?
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Meme marketing has always struck me as a form of viral advertising, much like the "Old Spice" campaign that blew up in the 2010s. Those ads were absurd mashups of a dated soap brand and a baseball player character, yet they didn’t fade into obscurity within months—they revitalized the brand and sent sales soaring. Similarly, memes grab attention for brands—but only if they catch the right wave. Take Wendy’s witty Twitter comebacks, for example; they resonated with younger consumers and stuck in their minds for years. The risk, of course, is that if the humor misses the mark with the audience or feels off-brand, the brand might just end up being laughed at and forgotten.
When you consider how effective absurd humor can be at delivering serious messages, you might compare it to the impact of *Saturday Night Live* sketches on politics. For instance, making fun of presidential candidates on TV can shine a light on serious issues—but if it’s not universally understood, it can backfire. The same goes for brands: humor that comes off as crude, forced, or meaningless can turn consumers off. So the real strategy boils down to knowing your audience inside out: Is the meme just targeting younger crowds, or is there an actual serious message lurking behind the joke?