From the Dancing Baby to viral TikTok formats, memes have become the internet’s favorite language, both in times of joy and in times of grief. They’re quick, relatable, and endlessly shareable, which makes them irresistible for brands looking to connect with audiences online.
But here’s the catch, while the right meme can skyrocket brand visibility, the wrong one can make a company look out of touch or even spark backlash.
Memes matter because they tap into cultural relevance in a way polished ad campaigns rarely can. They feel organic, authentic, and human, and audiences reward that.
So where’s the line? To leverage memes effectively, brands need to understand when humor builds trust and when it can damage credibility. Let’s break down the unspoken rules of meme marketing.
Why Memes Work in Marketing
Memes aren’t just internet jokes, they’re cultural moments. They capture emotions, trends, and shared experiences in a single image or caption, making them one of the most effective tools for connecting with audiences. Here’s why they work so well for brands:
Relatability and Cultural Relevance
Memes reflect what people are already talking about. By joining the conversation, brands can show they “get it.”
- Fast food chains like Taco Bell and KFC regularly hop on trending memes to connect with Gen Z audiences scrolling through TikTok and X.
Humanizing the Brand Voice
Corporate-speak feels distant, but memes break down that wall. They make a brand feel less like a company and more like a friend who knows how to make you laugh.
- When done right, consumers see these brands as authentic, approachable, and worth engaging with.
Low-Cost, High-Shareability
Unlike polished ad campaigns that require big budgets, memes thrive on simplicity. A clever caption on a trending format can spread like wildfire, without the need for high production costs.
- That’s why memes often outperform traditional branded content when it comes to organic reach and engagement.
When Meme Marketing Backfires
For every viral hit, there’s a cautionary tale. Memes may look like easy wins, but when used carelessly, they can damage trust, alienate audiences, or even trigger a PR crisis. Here’s where things go wrong:
Using Outdated or Irrelevant Memes
Memes move at lightning speed. A format that’s hilarious today might be old news tomorrow. When brands jump on trends too late, they risk looking like the awkward guest who shows up after the party’s over.
- If a brand posts a “Distracted Boyfriend” meme years after it peaked, although this meme is still going strong, audiences won’t laugh, they’ll cringe. Staying current is key to keeping humor fresh and relevant.
Insensitive Timing or Tone-Deaf Humor
Not all cultural moments are opportunities for jokes. Trying to meme during tragedies, political tensions, or sensitive events can feel exploitative from brands, but not so when it comes to creators sometimes. Instead of appearing clever, the brand looks careless or disconnected.
- Several brands, cough Pepsi cough, have been criticized for turning serious global issues into punchlines, sparking backlash that overshadowed their original intent.
Overusing Memes at the Expense of Brand Identity
Memes can make a brand relatable, but too many can blur its identity. If every post is a joke, audiences may start to wonder: what does this brand actually stand for?
- Over-reliance on memes can erode credibility, especially for industries that rely on trust (finance, healthcare, security). It’s one thing for a snack brand to be silly, but it’s another for a bank to constantly meme.
- Balance is everything, memes should amplify the brand’s personality, not replace it.
In short, memes are powerful, but they’re also unpredictable. Without the right timing, tone, and balance, they can quickly shift from engagement boosters to brand liabilities.
The Unspoken Rules of Successful Meme Marketing
Memes aren’t a free-for-all. The brands that succeed treat meme marketing less like chaos and more like a strategy disguised as humor. Memes achieve approximately 10 times more reach and 60% higher organic engagement compared to standard marketing visuals. So, they offer a huge boost. Here are the unspoken rules that separate viral wins from embarrassing fails:
Rule #1: Be Quick, but Not Reckless
Memes move fast. If you wait too long, the joke is stale. But acting too quickly without considering context can backfire just as badly.
- Smart brands monitor trends daily and ask: Does this fit us? Does it make sense for our audience?
Rule #2: Keep It Authentic
Memes only work if they feel natural. Forced humor, outdated slang, or copying internet culture without understanding it will fall flat.
- Use memes as an extension of your brand voice, not a mask to hide behind.
Rule #3: Read the Room
Not every trend fits every brand. Before hitting publish, consider the cultural context, sensitivity, and how your specific audience will interpret the joke.
- Many brands run memes past internal teams to gut-check tone and potential risks. This step can prevent a “funny idea” from becoming a PR headache.
- During global crises, smart brands pause humor-driven campaigns and focus on empathy instead. Timing is everything.
Rule #4: Blend Memes with Strategy
Memes should never be the whole plan, they’re seasoning, not the main dish. The best campaigns integrate memes into broader storytelling, product launches, or community engagement.
- Pair memes with CTAs (calls to action), product nods, or brand values so the humor still supports business goals.
Rule #5: Test and Iterate
Audience reactions to humor can be unpredictable. Experiment with different tones and formats, then double down on what resonates.
- Track engagement, shares, and comments to see which memes actually build conversation versus which ones flop.
- A gradual approach helps brands refine their meme game without risking their reputation on one viral misfire.
Examples of Brands Winning (and Failing) with Memes
The best way to understand meme marketing’s power, and its risks, is to look at brands in action. Some have turned memes into engagement gold, while others ended up as cautionary tales.
Winning Examples
Netflix: The Meme as a Marketing Engine
Netflix treats memes as part of its content strategy, not just a side joke. Their accounts regularly create or remix memes that highlight specific shows, making them impossible to ignore.
- Netflix understands meme culture and ties it directly to their product, turning fans into promoters.
Josh O' freakin Connor pic.twitter.com/QsUpes36Gf
— Netflix (@netflix) September 8, 2025
Ryanair: Budget Airline, Premium Humor
Instead of hiding complaints about cramped seats and extra fees, Ryanair leans into them with self-deprecating memes. Their TikTok in particular thrives on turning flaws into jokes.
- Memes about passengers racing for the best seat or paying for add-ons resonate with budget travelers who laugh because they’ve lived it.
- Ryanair flips negatives into relatable, viral humor, making the brand more likable despite its reputation.
@ryanair you thought it was free? 🪟 #stitch w/ @Molly #ryanair ♬ original sound - Ryanair
Scrub Daddy: Making Sponges FunWho knew cleaning products could go viral? Scrub Daddy leans into TikTok humor, using memes to highlight product quirks in ways that feel playful and unexpected.
- Skits where the sponge “reacts” to tough messes use meme formats to make cleaning entertaining.
- They take a mundane product and make it culturally relevant by blending humor with utility.
@scrubdaddy I am at peace 😌. #scrubdaddy #smile #cleantok #cleaningtiktok ♬ original sound - Scrub Daddy
Failing Examples
Pepsi’s Tone-Deaf Meme Moment
Back in 2017, Pepsi attempted to use protest imagery in an ad (featuring Kendall Jenner) that quickly became meme fodder, for all the wrong reasons. While not a classic “meme post,” the internet turned it into one, highlighting how badly humor and cultural moments can be misread.
- The brand trivialized a sensitive issue, and memes amplified the backlash rather than the message.
Microsoft’s Many Terrible Moments
Microsoft has occasionally leaned into memes in ways that feel too forced, like awkwardly inserting slang or outdated jokes on Twitter.
- Instead of coming off as relatable, it makes the brand feel like it’s trying too hard to “be cool.”
Memes are one of the most powerful tools in modern marketing. They speak the language of the internet, break down the corporate wall, and invite audiences to laugh with a brand rather than scroll past it. When done well, memes humanize companies, fuel virality, and build lasting trust.
But memes are not a silver bullet. A poorly timed joke, a forced trend, or an over-reliance on humor can quickly backfire. The most successful brands understand that memes should support strategy, not replace it.
They’re best used as a way to enhance storytelling, highlight products, or strengthen audience relationships. Using a tool like Nuelink can help brands manage meme content across multiple social media platforms efficiently, ensuring timely posting, consistency, and alignment with overall strategy.
At the end of the day, the unspoken rule of meme marketing is simple, be funny, but be smart about it.
