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Many brands are now using memes to connect with the Gen Z. Albeit, discretely. We speak to experts to know their views.
afaqs!, recently, reached out to a young founder of a meme marketing agency. The agency head had shared on LinkedIn a post on how a simple tweet had created a ton of conversations for a quick-commerce brand. The founder also shared screenshots of news and entertainment websites that covered the tweet and the responses to it.
We wished to understand whether the tweet, the source of all this supposed earned media, was organic or not. The query was met with hesitation and a defensive “I will get back to you.” Soon, the post disappeared from LinkedIn.
This hesitation is common, and so are memes in the forms of tweets, Instagram posts, and LinkedIn pieces generating conversations around a brand, and the growing use of this marketing strategy too.
What is not common is the disclosure of said meme being agency seeded. Disclosures have become the antithesis of meme marketing agencies which have now become the purveyors of subversive marketing. A sly off the hand creative work is appreciated, not a lack of transparency.
The practicality of this strategy is effortless. A social media account posts a meme image or video and sees it gain traction. As the spread and shares continue, someone is able to connect it to a brand and viola, people start applauding the brand saying Oh, you’re so smart.
We spoke to experts to know what they think about the lack of disclosures and transparency about meme marketing
Shradha Agarwal, cofounder and CEO, Grapes
Meme marketing has proven to be a valuable tool for engagement and communication, thanks to its humorous and relatable nature, especially within the millennial and Gen-Z demographics. Additionally, its use Bollywood references that adds to its appeal in India, where Astrology, Bollywood, Cricket, and Discounts work best for brands.
However, there are several reasons why brands may not disclose their…
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