They have been one of our most successful formats, bridging our brand into the hearts of our consumers.
They helped us become relevant, loved, and sparked countless conversations among our audience.
I've seen countless comments from users saying things like 'I'm downloading the app right now because of this meme.'
They were our fast track to winning the Saudis' hearts last year when we doubled down on our efforts there on social media.
Memes were our biggest driver in shares and organic performance; 76% of our performance in Saudi Arabia was led primarily by our memes strategy alone.
While memes are the best way to make your audience giggle, to us, they aren’t just about jokes alone.
They’re the fastest-moving form of communication on the internet, and brands that get them right aren’t just being funny, they’re being culturally fluent.
Here are a few reasons why you must consider a meme-strategy for your brand:
1. Memes are the language of the internet.
People won't always share the product update you just sent, but they will share a meme that resonates with them. And when they do that? They’re sharing your brand, with their voice, to their friends.
That’s priceless. Memes speak to identity, inside jokes, and “you had to be there” moments. In other words, they help integrate you with the culture, not just build awareness.
2. Memes can help make you culturally relevant, fast.
You know what moves faster than a news cycle? A meme trend. A good meme strategy can help you:
- Jump on a viral moment within hours.
- Spin it into something that makes sense for your brand.
- Avoid cringe or backlash (most of the time).
It’s not just about being fast. It’s about being smart fast.
And that requires a robust strategy that clearly understands both culture and brand tone.
4. It’s not just about being funny.
Meme-thinking goes beyond jokes. It’s about format fluency, knowing how to package a message in a way that feels native to a platform:
- Text-over-image memes for IG.
- Relatable TikToks with trending audio.
- X one-liners that hit just right.
- Comment banter that feels spontaneous but builds your brand.
A great "meme-minded" approach isn’t just creative. It's strategic, it understands what format moves your audience to laugh, like, share, or buy.
4. Meme culture is a shortcut to relatability if you want your brand to be loved, not just bought.
They are the best way to demonstrate that you get your audience, and that you are in on it with them.
When done right, that builds emotional equity.
You become that brand. The one that “just gets it.”
That kind of connection? Way harder (and more powerful) than any ad spend.
This post was originally shared by on Linkedin.