Today, social media is the main communication channel for most people, and the tone of voice is much more straightforward due to the massive amount of online information.
The latest challenge marketers must overcome is understanding the most important customer target: Gen Z. Although marketing to Millennials isn’t that different ―as companies must embrace influencers and connect organically ―the problem stands in how Gen Z appreciate humour.
Gen Z is connected with people and businesses relatable to their lives, and formatting this experience in a single image or video (also called a meme) is the best way to be authentic and relevant as a business. So, we’ll explore how these simple yet effective funny elements can save your business.
What is marketing communication?
Marketing communication is sometimes referred to as “marcom” and comprises the marketer’s efforts to create a message that appeals to the target market. Marcom includes traditional advertising, social marketing and sponsorships, so any strategy that transmits your company’s intentions and goals to customers.
Marcom is a crucial factor in the buying process. As clients are seeking solutions for their problems, marketers know how to present their products and services to appear as a quick fix. After recognising the issue, the next step is searching for information, so businesses must update their communication. Finally, when the customer evaluates their alternatives, they’ll mind the company that was able to answer all their questions with a simple visit to their website.
Optimising market communication is an entire process of developing messages that resonate with people and are relevant to the business type, the setting and the social platform. If you struggle with developing it, so you can check a professional’s website and visit to learn more about possible collaborations.
How can memes be introduced as efficient marketing tools?
Communicating has been different for each generation, but companies didn’t really make sense of Gen Z’s humour until a few years ago. It’s all messy and unhinged, but it’s got a great starting point ―the real world.
Generation Z roughly starts from the mid-1990s and is expected to end with people born in 2010. So, these people went through diverse political changes, a boom of technology and changing social settings, so they’re perfectly anchored in the present. At the same time, they have different views on life due to the difficulties of getting a stable house, relationship unpredictability and job uncertainty, so they prefer to joke about how dark life is.
Becoming relatable as a business with these memes isn’t that difficult. Duolingo does its best with the cute owl personalisation that has its answers from people’s comments and makes the company easy to engage with on social media. It has consistent storylines that people expect and love to see, and it manages to hop on trending topics quickly.
Meme marketing makes advertising less about sales and more about real life in an entertaining way. This approach is best for marketers because Gen Z is not that easy to be fooled by traditional marketing compared to Baby Boomers.
How to create memes that sell?
Usually, meme marketing is relatively easy. You hire a Gen Z who understands the new age of the internet, and you allocate them the task of gathering information about how people communicate on social media and allow them to get creative on making content. Then, their most important task is to engage with customers. A great example is Ryanair and their TikTok page, that’s quite unhinged sometimes. The company’s strategy aims to mock its own services concerning low-ticket prices and bumpy landings. In a way, this shows they’re aware of their problems.
Regardless, you can also use AI to gather data about trends and customers’ usual responses and feed content, but you need a real person to interact with customers. Other than that, make sure to be on the most important social platforms, like TikTok and Instagram, and get good editing software because memes are more than simple images.
How do you know when you’re “cringe”?
The word cringe became a staple for identifying something awkward or embarrassing, and it’s a considerable way of measuring a company’s capability to send the right message. Corporate cringe is also a way to tell if the business can’t do memes but it’s trying to fit in with the youth.
Being a cringe marketer to Gen Z might happen when you try too much. For example, outlining how special and unique your company is when it’s actually another coffee shop selling drinks with non-dairy milk. Cringe businesses might be the ones who are disappointed in the lack of employee talent but have a “we’re a family” company culture. Putting these frustrations into memes will only make your business someone’s joke during lunch. Being relatable as a company for Gen Z means being aware.
What if meme marketing isn’t your thing?
Not all businesses might benefit from this marketing strategy. Health organisations, for instance, need a more serious approach due to the nature of the industry. Using meme marketing isn’t always the best decision, especially when discussing sensitive topics. That’s why you either develop a strategy to be used only in certain circumstances or stick to traditional marketing.
The meme marketing sector might only be around for a few years because Gen Z will grow up, and the new Gen Alpha humour will have to be deciphered. However, for now, marketers must be anchored in the present and be able to change their approach by implementing new techniques and adapting to changing customer needs.
Final considerations
Memes are everyone’s cup of tea, and they’ve entered the marketing industry. Unsurprisingly, Gen Z clients adore them, but marketers still have trouble figuring out what’s funny or cringe. Still, this new method of advertising one’s business is efficient because it draws in more customers and is the easiest way to bring organic engagement into your social media account.
While approaching meme marketing has its perks, it’s not the perfect solution for every business. Therefore, companies must be wary of the risks. Proceed with caution!