INFLUENCER MARKETING

Meme Marketing: Ultimate Guide + 10 Brilliant Examples

Alexandra Kazakova

By Alexandra Kazakova
17 min READ | Jun 10 2025

Table of contents

Memes aren’t just jokes. They’re the internet’s language, and if you’re not speaking it, you’re invisible.

Memes rule social feeds because they’re quick, emotional, and built to be shared. That’s exactly why brands that tap into meme marketing are cutting through the noise and winning big.

Not convinced yet? According to Forbes, more than three billion people use social media, and at least 60% of them are there for one thing: funny content.

If your brand can deliver that? You earn attention fast.

In this guide, you’ll learn why memes matter in marketing, how to actually use them right, and see examples from brands that crushed it.

Ready to stop being ignored? Let’s go.

TL;DR

Here’s what you need to know:

  • Meme marketing is how smart brands win attention fast (and cheap).
  • It works because memes are shareable, relatable, and emotional.
  • Best platforms for memes: Instagram, TikTok, X, Reddit.
  • Risks exist (timing, tone, copyright), but the rewards are bigger.
  • Successful examples from Netflix, McDonald's, Duolingo, Balenciaga, and more.
  • Tools and strategies you’ll want to steal to build your next meme-driven campaign.
  • Pro tip: Memes aren’t just for organic posts. Done right, they work in paid ads too.

What Is Meme Marketing?

Meme marketing is simple: it’s the art of using memes to make your brand unforgettable.

Instead of boring ads that people scroll past, memes deliver your message wrapped inside a joke, a cultural reference, or a punchline. And that’s why they work.

Basically, meme marketing fits into your content strategy by turning emotional triggers into instant engagement.

When you make someone laugh, feel seen, or say, "That’s so me", you’ve already won half the battle for their attention.

In short, memes let you speak your audience’s language, fast.

How Meme Marketing Works in the Digital World

Memes move faster than any other type of content online. They thrive because they’re easy to consume, easy to share, and emotionally charged.

Here’s what happens when a meme hits right:

  • Someone laughs.
  • They tag a friend.
  • That friend tags another.
  • And just like that, you’re in hundreds (or thousands) of conversations without spending another cent.

Memes in digital marketing work because they match how users behave online today: quick, emotional, and social-first.

If you want to be part of digital culture, you can’t just post. You have to meme just like Netflix:

Why Meme Marketing Works

Memes aren't just fun, they’re engineered for serious marketing success.

Here’s why they outperform traditional content (and why you should be using them right now):

It’s Built for Engagement

Let’s be real: memes are engagement magnets.

People don’t just like memes. They comment, tag friends, share them on stories, remix them, and save them for later.

Why? Because memes trigger emotions instantly: laughter, nostalgia, outrage, belonging. And emotional content always gets more engagement.

Just look at that Netflix post again and see how many comments it has. By the way, Netflix is winning the meme comment game too:

It Connects with Culture

You can't fake cultural relevance, and memes are pure cultural currency. They tap into cultural trends, inside jokes, and shared experiences that feel personal and timely.

When you post a good meme, you’re telling your audience: "We get you. We’re one of you."

That’s how you stop being just another brand and start building genuine connections.

It’s Low Cost, High Impact

You don’t need a six-figure video shoot to go viral.

Memes are fast, cheap, and scalable. You can create a meme in 10 minutes and have it seen by millions if it hits the right nerve.

For brands tired of spending on low-performing ads, meme marketing is a powerful tool to stretch every dollar and make an impact.

Pro tip: You can use these free mockup ad generators to churn out more memes than ever and even A/B test them to see which performs best.

The Stats Speak for Themselves

You don’t have to guess if memes work. The numbers tell the story:

  • Research by M Booth reported that 41% of U.S. consumers want brands to be active in meme culture and trend-driven social content. The figure is 49% for Gen Z
  • 94% of marketers report a good or even high ROI from meme campaigns.
  • Meme campaigns drive 10x more reach and 60% organic engagement on Facebook and Instagram, according to Forbes’s article we mentioned above.
  • Meme content gets shared 70% more than standard brand posts. It also boosts recall and sentiment among Gen Z and Millennials, as shared by Medium.
  • Meme marketing can drive up to 30% engagement on social media, compared to just 1% on Google Ads.

If you're still not convinced, keep reading below.

When and Where to Use Meme Marketing

Knowing that memes are powerful is one thing. Knowing when and where to use them for maximum impact? That’s the difference between a viral win and awkward silence.

Let’s break down exactly where meme marketing content thrives and when you should unleash it.

Top Platforms for Memes

Not all platforms treat memes the same way. If you want your memes to move, here’s where you should focus:

  • Instagram: Perfect for static memes, carousels, and quick shares. Meme pages dominate here.
  • TikTok: The birthplace of video memes. Short, chaotic, and trend-driven. Here’s a quick example:
@datagenomix we just want the best for you🥹🥹 #digitalmarketing #marketingdigital #digitalmarketingagency #marketingtiktok #corporatetiktok #marketinghumor #clientservice #socialmediamarketing #corporatehumor #MemeCut #Meme #marketingstrategy ♬ original sound - Chief Green Screens
  • X (Twitter): Rapid-fire humor thrives here. Memes spread like wildfire, especially around trending topics.
  • Reddit: Home of internet culture. Memes live forever in niche communities (subreddits) where authenticity matters.
  • Facebook: Still useful for wide reach, especially for older demographics. Memes often find a second life here.

Key tip: Don’t post the same meme everywhere. Adapt the format and tone to each platform’s culture. Otherwise, you’ll look lazy. Or worse, cringe.

Best Campaign Use Cases

When should you use memes in your marketing efforts? Here’s when they hit hardest:

  • Product launches: Hype new releases with relatable humor and clever references.
  • Brand awareness: Introduce your brand without sounding like a desperate ad.
  • Social commentary: React fast to current trends, holidays, or pop culture moments. Bark Box did it right:
  • Community building: Foster a sense of connection with inside jokes and shared experiences with your core audience.
  • Retention campaigns: Keep existing users engaged with memes that speak to their daily struggles or victories.

Memes aren’t just for being funny. They’re strategic weapons when you need quick emotional traction with minimal spend.

Can Memes Work as Ads?

Short answer? Absolutely. Memes in paid ads often outperform polished creatives.

Here’s why:

  • They look native (not like ads).
  • They trigger reactions before people even realize it’s branded.
  • They’re budget-friendly to test and tweak.

If you want meme marketing ads to work, though, follow these best practices:

  • Stay authentic: Don’t water down the humor just because it’s an ad.
  • Test formats: Static images, GIFs, video memes; different formats trigger different reactions.
  • Watch your CTA: Keep it light. Memes are emotional first, transactional second.

The brands making waves with meme ads aren’t the ones shouting “BUY NOW”. They’re the ones making you laugh first, and making you click second.

Risks and Challenges of Meme Marketing

Meme marketing isn’t all wins and viral glory. One wrong move, and you’re outdated, off-tone, or worse, in legal trouble.

Here’s where brands miss the mark, and how you can avoid it:

  • Outdated memes don’t perform. Timing matters. A meme that’s trending today might feel ancient next week. Post fast or skip it; stale content makes your brand look disconnected.
  • Not every meme fits your brand. Just because something’s viral doesn’t mean it’s a match. If your audience won’t find it funny, clever, or relevant, it’s not worth posting.
  • Legal risks are real. Memes may feel like free-for-all content, but many rely on copyrighted images. Fair use won’t always protect you in marketing, and there’s even a legal precedent. When in doubt, make your own or use open-source templates to stay safe and original.

“Social media managers must tread carefully to avoid legal risks. Unsanctioned use of Third-Party IP can lead to copyright infringement claims, potential damages, and even account suspension.” (Ronald Fletcher Baker LLP, The CMO Club)

How to Create Effective Meme Marketing Campaigns

Meme marketing isn’t guesswork. If you want real results, you need to build campaigns with intent, not just toss random memes into the void.

Here’s how to do it right from the start.

Understand Your Audience’s Humor

Not all humor hits the same. A meme that kills with Gen Z could flop hard with Millennials, or feel completely off with Boomers.

To win, you need to:

  • Know your audience’s humor style (absurd, sarcastic, nostalgic, dark, wholesome).
  • Study the memes your audience already shares, likes, and creates.
  • Stay tuned to their subcultures, slang, and social media trends.

Deep understanding beats guessing every single time. If you don’t get the joke, you shouldn’t post it.

Start with the Insight, Not the Joke

Memes that succeed are built on truth. Not just a funny image, but a cultural, emotional, or social truth that makes people nod and laugh.

Before creating a meme, ask yourself: "What real-life tension or feeling are we tapping into?"

When the insight is strong, the meme almost writes itself.

Use Templates or Build Your Own

You’ve got two roads:

  • Use a popular template: Distracted boyfriend, Drakeposting, SpongeBob memes… Recognizable formats make your message click instantly. However, you may have to ask for rights to use these memes.
  • Create original memes: New templates or branded memes stand out more, but they require sharper insight and a bigger risk.

Both approaches work. Pick the one that fits your goal and your audience's taste.

Track, Test, Repeat

Meme marketing isn’t one-and-done. It’s a living, breathing part of your content strategy. Here’s your simple cycle:

  • Launch several memes at once (A/B test formats and tones).
  • Track engagement rates, shares, comments, not just likes.
  • Double down on what works. Kill what flops.

The memes that win are usually not the ones you expect.

Leverage Social Listening

If you’re not using social listening, you’re memeing blind. With social listening tools, you can:

  • Track trending topics and viral images or movements before they peak.
  • Understand your audience’s tone and cultural references.
  • Find real-time opportunities to insert your brand into relevant conversations.

Key insight: Want a deeper dive? Check out inBeat’s guide on social listening to get actionable strategies.

Using UGC to Amplify Your Meme Marketing Strategy

Memes + UGC = a powerful recipe for organic growth.

When users start making memes about your brand, your reach grows fast, and it doesn’t cost you extra effort. Encourage UGC by:

  • Launching meme contests.
  • Reposting the best fan memes (with credit).
  • Rewarding creativity with real shoutouts or prizes.

Key insight: Need inspiration? Here are some user-generated content examples you can swipe today.

10 Examples of Meme Marketing Done Right

Theory is nice, but real-world wins are what matter.

Here’s how brands (big and small)used meme marketing not just to get laughs, but to drive serious business results:

In the highly competitive health and genetics space, Genomelink needed more user signups without burning through its budget.

inBeat delivered, crafting a meme comparing Genomelink’s "extra value" to other DNA testing sites using a popular floating meme format.

The result?

  • Over 116 completed registrations.
  • Acquisition cost: just $12.91 per user.
  • Real conversions in a "serious" industry.

This wasn’t random humor. It was a smart, relatable positioning that hit emotional triggers while keeping it light.

Check out the full Genomelink case study here.

2. Balenciaga Meme Marketing Accidental Takeover

When Balenciaga launched the $1,790 "trash bag" handbag, they didn’t just release a product. They handed the internet a meme on a silver platter. And it worked.

The fashion house didn’t flinch. Instead, they embraced the chaos, sparking viral debates across every social platform.

In 2023, Balenciaga’s cultural presence exploded again with AI-generated videos reimagining Harry Potter characters in dystopian Balenciaga fashion.

They didn’t create the content; fans did. Balenciaga simply owned the cultural moment by having a strong, recognizable visual style.

3. Netflix’s Masterclass in Relatable Meme Marketing

Netflix doesn’t just react to memes; it builds them into its playbook.

Remember the Bird Box challenge frenzy in 2018? It lit up social feeds with blindfold challenges. Instead of backing away, Netflix jumped in with its own memes and a light public warning to keep things fun (and safe).

Since then, Netflix meme marketing has been a constant. The brand regularly turns scenes from hit shows like YOU into relatable memes. It’s quick, shareable, and built for how people actually use social media platforms.

4. McDonald's and the Grimace Shake Viral Phenomenon

Sometimes, the internet takes your campaign somewhere totally unexpected. Smart brands, like McDonald’s, know when to let go and ride the wave.

When McDonald's launched the Grimace Shake to celebrate their beloved purple mascot, they probably didn’t expect TikTok to turn it into a surreal horror meme.

Users started posting bizarre videos depicting strange consequences after drinking the shake. It blew up fast.

Instead of fighting it, McDonald's leaned in:

  • Practiced active social listening.
  • Jumped into the meme conversation with their own playful Instagram post.
  • Reinforced their cultural relevance by being in on the joke.
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A post shared by McDonald’s (@mcdonalds)

5. Duolingo’s Viral Chaos on TikTok

If Netflix masters relatability, Duolingo owns chaotic meme energy. And it’s paying off big time.

Their TikTok account, managed by Zaria Parvez, flipped Duo the Owl into a full-blown internet icon. Instead of being a polite mascot, Duo became an unhinged, slightly threatening meme demanding users complete their lessons.

The secret? Embracing absurdity, moving fast on viral trends, and skipping the corporate filter. It’s weird, it’s loud, and it absolutely works.

Big viral moments include:

@theindy100 Duolingo roasts Ashton Hall’s insane morning routine – because who needs coffee when you can rub bananas on your face? #duolingo #wellness #ashtonhall #morningroutine #fyp ♬ original sound - Indy100

6. How the "Distracted Boyfriend" Meme Taught a Key Lesson (And Stayed Relevant)

The “distracted boyfriend” meme proves that some formats never die; they evolve.

Originally based on a 2015 stock photo, this meme perfectly captures the emotional moment of wanting something new while still holding onto the old.

Brands love it because it’s universal, fast to understand, and great for comparisons. Jimmy John’s, Penguin Random House, Tinder, and dozens of brands used it.

Even in 2023, brands like Roq Technology were still remixing it creatively.

But it’s not all wins. In 2018, Swedish telecom Bahnhof used the meme in what was interpreted as a sexist ad. This backfired hard, drawing criticism for being tone-deaf.

The takeaway? Meme marketing works best when it’s clever, not careless.

Formats like “Distracted Boyfriend” can drive real engagement. Just make sure your punchline doesn’t cross the line.

7. Wendy’s Perfect Blend of Roasting and Meme Culture

When it comes to brand voices that feel alive, Wendy’s owns the game. And memes are a big part of their arsenal.

During National Roast Day, Wendy’s dropped a brutal meme using the classic Spider-Man pointing format. Their target? Celebrity chef Gordon Ramsay.

The post wasn’t just funny. It stayed true to Wendy’s unapologetically bold brand identity and proved again why fans love the brand’s tone just as much as its menu.

8. Semrush’s Tech Struggles Made Hilarious

Even SaaS brands can (and should) meme. Semrush nailed it by tapping into one of the most universal tech frustrations: email attachment limits.

Their meme? A guinea pig labeled “attachment” struggles to squeeze through a playground slide labeled “email.” The caption sealed it: "When it turns into a Google Drive link."

Semrush nailed the formula. The situation was painfully relatable, the image choice caught people off guard (in the best way), and the meme made the brand feel human, not pushy.

This is what we mean by connecting with your target audience’s daily pains and laughing with them, not at them.

9. Hootsuite’s LinkedIn Meme That Broke the Professional Mold

Think memes don’t belong on LinkedIn? Hootsuite would like a word.

They posted a brilliant Barbie-themed meme featuring Barbie and Ken holding different signs about social media management styles.

The twist? It poked fun at how some bosses still expect platforms like Threads to behave like stiff, corporate bulletin boards.

Hootsuite showed that even B2B audiences crave relatable, culturally aware content. And that professional doesn’t have to mean boring.

10. Xero’s Smart Take on Late Payment Frustrations

Xero, the cloud-based accounting software, understood one thing perfectly: financial stress is real, and memes help ease it.

They posted a meme showing actress Jenna Ortega and Aubrey Plaza: one relaxed, the other stressed out. The caption? "If you know, you know."

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Публикация от Xero (@xero)

It landed perfectly because it tapped into a universal frustration without sounding preachy. The meme said it all in one punchy visual, positioning Xero as the fix without ever feeling like an ad.

That kind of emotional connection through humour? That’s marketing done right.

Tools for Meme Creation

Creating memes doesn't have to be complicated. You just need the right tools and a good sense of humor.

Here’s what you should have in your toolbox:

User-Friendly Platforms

If you want quick, simple meme creation, these platforms have your back:

  • Imgflip: Classic meme generator with tons of templates. Great for fast memes without a graphic designer.
  • Canva: Not just for presentations. Canva’s meme templates let you stay on brand while still being funny.
  • Kapwing: Perfect for video memes or GIF memes. User-friendly editing for social-first content.
  • MemeBetter: Simple and no-frills. Great for when you need quick edits or basic customizations.

Key note: Don’t overdesign your memes. Simple, raw-looking memes often outperform polished ones because they feel more "native" to internet culture.

AI Tools and Advanced Editors

Want to level up your meme game? AI can help:

AI can help you brainstorm faster, but always tweak and humanize the final product. Nobody wants to share something that feels AI-generated.

Final Tips for Brands Trying Meme Marketing

Before you dive into meme marketing, here’s the real talk you need: Memes can supercharge your social media strategy, but only if you play it smart.

  • Stay authentic, not try-hard: Trying too hard is the fastest way to make your brand look out of touch. If you’re not naturally funny, that’s fine; lean into clever, culturally tuned content that fits your brand voice. Don’t chase "cool." Stick to what feels real.
  • Keep it simple and scannable. Good memes don’t need a caption essay. Use formats people recognize, and make your point in seconds. The quicker someone gets the joke, the faster they’ll share it.
  • Time it right or don’t bother. Memes have a short shelf life. Jump in while a trend is rising; wait too long, and you’re just late to the party. Momentum matters more than perfection. If you’re slow, you miss the wave.

Bottom Line: It’s Time to Make Memes Work for You

Memes aren’t just jokes. They’re one of the most powerful marketing tools you can use to connect emotionally, drive engagement, and build brand love. All without breaking the bank.

Don’t treat memes like an afterthought. Treat them like a smart, strategic weapon inside your content and paid media arsenal.

Need help taking your meme game to the next level? inBeat Agency specializes in building influencer-powered campaigns that move the needle. And yes, that includes meme-driven strategies that drive serious engagement.

Contact us, and we can start building meme-driven successful campaigns.

Frequently Asked Questions

What is a meme marketing strategy?

A meme marketing strategy uses humor, relatable visual content, and popular culture to promote brands, products, or ideas.

The goal isn’t just getting laughs. It’s driving real engagement, brand awareness, and emotional connection with your target audience.

How effective is meme marketing?

Extremely effective, when done right. Meme marketing can drive more reach, organic engagement, and even outperform traditional ad formats in CTR and ROI.

It works because memes feel authentic, fast, and shareable, qualities that traditional ads often lack.

It can be, but you need to be careful. Using original or public domain memes is usually safe.

If you’re modifying copyrighted content or memes based on trademarked characters, you could run into legal issues. When in doubt, create your meme formats or get licensing.

Why is meme marketing important?

Meme marketing matters because it matches how people consume content today: fast, emotional, and community-driven.

Memes allow brands to break through the noise, show cultural relevance, and build real audience loyalty without sounding forced.