Before Doge was a cryptocurrency or a department of the U.S. government, Doge was a meme. It was a picture of a Shiba Inu dog from its owner’s blog. These pictures were often accompanied by shorthand text like, “Much thanks” or “How r u?” Now, this meme is enshrined in history as the face of Dogecoin.
As fanciful as memes may seem, Doge is a perfect example of how an internet sensation can go far beyond its original intent.
In some industries, especially older, more regulated industries like finance and insurance, it can be hard to understand how memes can be part of a company’s marketing strategy or maybe more importantly, why they should be.
Technology moves fast, and thanks to a hyper-connected world, so does culture. What’s popular on one side of the world could easily be popular an ocean away by the morning.
Take Indonesian boat racing for example. The 400-year-old tradition of boat races happens on Indonesian Independence Day. Multiple “Jalur,” or long boats, race each other while the “anak joki,” or boat children, dance on the front to inspire the rowers. One person posted a video of the event set to the popular song “Young Black & Rich” by Melly Mike and the “aura farming” meme exploded online. In a matter of days, this treasured centuries-long tradition became a fixation for millions of people around the globe.
That’s how fast a viral sensation can take hold, and the companies who figure out how to authentically engage the fastest can reap the rewards.
When brands engage through memes, it makes them seem more culturally relevant and helps their message stand out. These memes also present an algorithm-friendly opportunity to gain extra visibility and sharability. The more relatable or trendy a meme is, the better potential it has to go viral. And remember, going viral means earned advertising as opposed to paid advertising.
It’s no secret that marketing in traditionally conservative or complex industries can be tough, especially when trying to connect with younger generations. For example, everyone knows they need to invest in order to retire, but they may not know who to trust with their income in an increasingly economically volatile world. As people start families, buy homes, cars, and other assets, they know they need protection, but who should they turn to and what insurance is best for them?
Some companies face the dilemma of being older and having a more “traditional” visage that may make it hard to connect with younger demographics. Others may have the opposite problem of being so new to the industry that they lack brand recognition. Either way, meme marketing can help them earn attention from the audience they’re targeting.
Additionally, memes offer the opportunity to simplify complex topics. That’s part of the reason Dogecoin became so successful. In a sea of cryptocurrency, people were more likely to get onboard with something that had meme-recognition, even if it made that particular coin seem a little unserious. That was exactly the point.
Ready to Dip Your Toe Into Meme Culture?
Trying a new tactic in a marketing plan can feel uncomfortable if it’s unfamiliar. That’s normal. That’s also when it makes sense to draw on the experience from other experts in that arena. A marketing agency can help you evaluate your current social media marketing plan and identify ways that you can culturally connect with your target audience, or gain visibility with a new one.
What are you looking for in the future of your marketing strategy? Email info@tpalmeragency.com to find out how to make your mark today.
