Companies Need to Stop Using Memes
Memes have taken over company social media profiles and the pracice needs to end.
If you’re a regular user of the web in almost any capacity you have probably come in contact with memes. While the term used to refer to abstract ideas (thank you Richard Dawkins) it now generally refers to images with text overlaid on them.
The popularity of memes is mostly attributed to the fact that they can get an (usually humorous) idea across quickly and with almost no effort.
The problem is that many companies have started using them. The reason they try could be reasonable: they want to stay current, they want to appeal to a younger demographic or maybe they just give their social media people free reign. They might even think that one of the memes will go viral and they’ll get a bunch of new customers out of it.
Memes CAN be Effective
Those reasons listed above are reasonable. Memes can be funny and attract a young and plugged in audience. They can also go viral and help you build customers. A really great meme will be shared across the whole internet.
Sites that prominently feature memes such as Reddit or Funnyjunk routinely get millions of visits a day. Getting to the top of one of these sites could be incredibly helpful for your company.
Why Shouldn't I use Them?
Those benefits mentioned above happen when a meme is effective and funny. The problem is that the VAST majority of memes out there are not.
An unfunny meme alone is cringeworthy at best. It makes the company feel like they are trying to make a sense of humour when their isn’t one. Think about that boring guy at the office trying to tell a joke, it just feels awkward and forced.
The issue is that when companies try to use memes, they try to use them A LOT.
This means that their social media pages are page after page of things that make you cringe and feel uncomfortable.
This can also refer to videos. Do a search for ‘harlem shake’ or ‘friday parody’ on Youtube and you’ll see far too many companies trying to cash in on a fad.
What’s Worse is They are Constantly Used Wrong
While unfunny memes can make someone feel uncomfortable or awkward, using a meme wrong is even worse. The low threshold of skill required to create a meme means that companies think that it’s easy.
The issue is that memes can be rather complex to get right. There are simple things such as using the proper meme text to using the correct contense or message. Companies don’t realize that the colour of the duck is important.
In the End, Just Stay Away
Focus your content strategy on actually offering people things they can use, not half guided attempts at being funny. Memes can be effective but when they fall flat, they fall VERY flat. The risk versus reward on this issue is balanced heavily on the risk side.
My name is Kole McRae, I am the director of marketing for Rush Ventures.
