Memes have become a cultural phenomenon on the internet. They make us laugh, and help us build connections over the world wide web. A meme is an image, video, or gif that is used to express emotions, share events, and capture the spirit of a moment. In other words, it is something that can be used to convey a message that is inherently relatable, both to yourself and others.
There has been a growing trend of brands using memes as marketing devices, from Netflix making memes using original programming, to Jimmy John’s comparing their sandwiches to those of their competitors. Internet users love content that makes them chuckle, and to be in on a shared joke. We want prospective homebuyers to have that same friendly relationship with homebuilders!
One of the downsides of social media marketing is the risk of underwhelming performance. When branded content comes across someone’s feed, they will probably scroll past to get back to something more fun and interesting. However, when you utilize visual content, they are more likely to stop, check out your post, and engage with your messaging. So, how can you use memes to engage with your audience? From staying up-to-date on trends to targeting a specific audience, there are several ways you can use memes to increase your customer base.
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One of the easiest ways to incorporate memes into your marketing strategy is to keep them entertaining and relevant. If audiences—particularly younger ones—come across outdated content in their feed, they are more likely to scroll past in search of something else. Though some memes are here to stay, most evolve with popular culture. As a result, it’s important to keep your ear to the ground and stay up-to-date on what’s trending! If you want to target a specific demographic, find out what memes are popular with them and then adapt one to show potential homebuyers you have a product they’ll love. For example, a builder that wanted to target Gen X homebuyers could use a nostalgic meme, such as the boombox scene from Say Anything, to connect with their target market.
Target a Particular Audience
Memes offer a fun and engaging way to tell your target audiences what you can provide for them. To use memes to connect with a specific demographic, look for iconic images of shared pop culture moments and then find one that fits both your message (selling points) and your target audience. For example, if research shows that millennial homebuyers are more likely to purchase homes in pet-friendly neighborhoods, then you can use a meme featuring funny images of something most millennials feel connected to, like SpongeBob SquarePants. If you used the meme above, then the closing line could say something like, “A home with more Bark Parks!” You can also feature memes, like the Spongebob example, in a video reel for Instagram or TikTok.
Show Off Your People and Products
Memes that feature employee-based content have seen an upsurge on social media channels, such as Instagram and TikTok. People want to feel connected to the brands they do business with and featuring employees and employee-generated content allows them to get to know the people behind the brand. In the Uno meme shown above, homebuilders prove that they would rather “draw 25 cards,” than go against their principles and create something that is less than amazing. It is a simple and effective way to show audiences that your communities are the best places to settle down. Making viewers aware of the hard work you put into your product will make them more likely to take a closer look at what you have to offer, and perhaps, take the next step in their homebuying journey!
Memes are proven to be a powerful tool in marketing. According to research on memes shared by LinkedIn:
- Traditional digital marketing (Facebook and Instagram) yields about 5% of engagement, whereas memes earn about 60% of the attention.
- Clickthrough rates (CTRs) for most marketing campaigns are approximately 6%, whereas meme marketing delivers a CTR of roughly 14%.
Memes are a simple and fun way to make your brand stand out while getting information about your product across to your target audiences.
Do you need help getting started on your marketing strategies? The team at Get Community can help! Contact us to learn more about how we can leverage digital media to grow your brand.