#2 Are Sponsored Memes Less Funny?
The boring brand memes on my timeline made me write this.
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, brands are laughing at themselves in sponsored memes and let's just say we have a love-hate relationship with it.
Don't believe me?
Here's the comment section of a recent campaign by a brand, forget being funny, it made the audience drill the campaign for its inaccuracy and shots were fired.
Any brand could be in its place. Any brand. If it were so simple most of the brands would be getting it right. They’re difficult to get right. Especially when you involve the perfectionist brand manager to do it who doesn't even use Instagram all that much, instead of someone who shares at least 5 memes per hour.
Brands risk looking out of touch or "cringy" if they jump on trends too late, relevancy drops by a day, some brands optimise for each hour and it shows in the traction achieved (check out the social media handle of Rajasthan Royals)
Humour presents its own challenges, as missteps can easily offend or alienate customers. Brand safety is also a major concern, as memes go beyond their original intent they can spiral into a PR blunder.
Does it ring a bell? God knows we have seen too many of these in just the last quarter.
Additionally, brands often misinterpret existing memes, leading to inappropriate and misguided usage. No, you don't have to milk this trend if it's not relevant to your brand, yes, the audience won't hold it against you, heck, they don't even remember you.
Memes Mightier than Influencers?
Meme accounts, which compile text and images or short videos to poke fun at cultural symbols or social ideas, have exploded in popularity (what a time to be alive!)
Are we even surprised by the fact that we have meme-marketing agencies now and designations in companies with the specific function of making memes?
Brands want to catch them young and memes are the perfect way to do it. Count Gen Z and Gen Alpha in. Previously, brands targeting young people online often turned to Instagram influencers to spread their message. A specific influencer to appeal to the specific leg of the campaign on a specific channel. At some point due to the inflated costs and erratic returns, I believe they too took a step back and asked, how many influencer ads are too many influencer ads?
However, as the influencer market grows, it has also become perceived as increasingly inauthentic and flashy. In contrast, memes, with their sarcastic or self-deprecating tone, less polished appearance, and lo-fi appeal offer an alternative voice that resonates more authentically with younger audiences and blends in your scrolls.
Brands, here's how you meme it.
The trajectory of meme advertising is expected to grow exponentially. Despite being cheaper than influencer posts, the cost of meme ads is rising as their effectiveness becomes more apparent.
Consumerism Can Take It All, but Leave the Memes to Us.
Sponsored memes can be a double whammy. When done right, they offer an authentic, engaging way to connect with Generation Z. However, brands must navigate this space carefully to avoid appearing inauthentic or out of touch. By appropriating the principles of authenticity, creativity, and cultural awareness, brands can make memes work for them, your favourite brands already are!
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?? Hello, I am Meggha Sharmma! I am using my newsletters as a space to talk about my learnings at work- the little notes on the margin away from strategy decks, cultural commentaries and editorial mood boards for all things brand. Follow along with my weekly newsletters!