By Kiley Roache
Big brands usually take their ad campaigns very seriously. But sometimes they don’t. In their latest attempt to win over the coveted Generation Z, companies from Uber to Netflix are laughing at themselves in sponsored memes, or funny vignettes, on Instagram.
Meme accounts compile text and images or short videos that poke fun at a cultural symbol or social idea. They’re funny, can be curated by a 12-year-old or an ad agency, and rack up millions of followers. Teenagers love memes and brands love teens.
“As a brand if you’re able to tap into these really topical memes in an authentic way, I think it’s a really powerful tool to show Gen Zs and Millennials what your brand stands for, and also that you’re a brand that gets them and their lifestyle,” said Carrie Dino, media director at creative advertising agency Mekanism.
Meme accounts are a way for brands to reach a powerful audience that doesn’t consume media in the same way their parents and grandparents did. Gen Z, roughly between the ages of 7 and 22, is the biggest consumer cohort globally, with spending power to the tune of more…
