From the “girl dinner” phenomenon to the Jet2 Holiday jingle obsession, meme culture has officially moved from internet side-show to marketing main stage. Today’s brands are trading polished perfection for relatability, lo-fi content, and humor that hits the group chat. Why? Because memes work.
Memes, whether they’re trending TikTok audios, punchy stills, or repurposed viral tweets, offer something few other marketing tools can: real-time relevance. And when done right, they don’t just spark a chuckle, they drive clicks, boost engagement, and build real brand affinity.
Let’s break down why memes matter, how to use them without trying too hard, and the brands getting it so right.
Why Memes Work
Memes are the internet’s native language. They’re fast, funny, and built for shareability, which is exactly what today’s social-first audiences crave.
Here’s why meme marketing packs such a punch:
They feel organic, not promotional. A meme doesn’t scream “buy now.” It whispers, “we get you.” That’s the magic.
They tap into cultural moments. Whether it's the Brat summer wave or a viral tweet about oat milk, memes allow brands to join the conversation (without needing a 6-month content calendar).
They invite participation. Memes are meant to be stitched, shared, and reshared, driving natural engagement and virality.
They build brand personality. When used consistently, memes can shape a tone of voice that makes your brand feel more like a friend and less like an ad.
And here's the kicker: you don’t need a massive budget to be funny. You just need good timing, internet literacy, and a strong grasp of your audience’s humor.
Meme Marketing Without the Cringe
Let’s address the obvious: not every brand should be posting SpongeBob reaction memes. Meme marketing has a fine line between clever and cringeworthy — and knowing the difference is key.
Here’s your anti-cringe checklist:
✅ Know your audience. What makes your audience laugh? A Gen Z skincare customer isn’t the same as a millennial homebuyer.
✅ Move fast. If you’re jumping on a trend from three weeks ago, you’re already behind. Meme culture rewards agility, not overthinking.
✅ Stay self-aware. The best memes feel like an inside joke, not a brand trying to be cool. Don’t be afraid to poke fun at yourself!
✅ Keep it consistent. If memes are part of your strategy, integrate them regularly, not just when engagement dips.
✅ Quality over quantity. You shouldn’t meme everything. Pick the formats and moments that actually fit your brand.
Brands That Are Memeing Like Pros
Here are a few brands that are winning at meme marketing — no cringe in sight.
🦉 Duolingo
The chaotic green owl reigns supreme on TikTok. From fake beef with other brands to thirsting over pop stars, Duolingo’s account feels less like a brand and more like a feral internet friend. And it works! They’ve racked up millions of followers and turned language learning into meme-worthy fun.
🧠 BetterHelp
Yes, even therapy can be funny when it’s done with sensitivity and smarts. BetterHelp regularly uses relatable meme formats on Instagram and Twitter to acknowledge modern stress, anxiety, and burnout. Their memes walk the line between dark humor and empathy, offering levity without minimizing mental health struggles.
👗 Depop
Depop speaks fluent Gen Z, and their meme game proves it. From chaotic closet screenshots to jokes about Y2K fashion, Depop’s memes don’t just entertain, they sell. Every post is tied to secondhand culture, buyer behavior, or fashion trends, helping turn followers into shoppers.
🎨 Canva
B2B, but make it funny. Canva regularly posts cheeky tweets and memes about designer struggles, office culture, and presentations gone wrong. Their meme tone feels like the cool coworker who knows exactly what you’re dealing with and has the perfect template to fix it.
📈 Morning Brew
The business newsletter leans heavily into meme culture across platforms, using trending formats to explain complex financial news or corporate drama. Their ability to turn niche headlines into digestible, meme-friendly content has helped grow their audience of young professionals who’d rather laugh and learn.
👟 Tracksmith
A niche running brand with a vintage aesthetic, Tracksmith doesn’t go full-meme, but subtly taps into meme formats with a dry, elevated tone that still resonates with its core audience. Think self-aware captions about marathon training pain or the cult of Strava. Proof that memes can be refined and effective.
Turning Memes Into Marketing Wins
Want to turn that TikTok trend into traffic? Here’s how:
Create a Memes-Only Slack Channel
Let the whole team drop screenshots, links, and weird internet finds. It’s a fast way to collect ideas and keeps your meme inspiration flowing.
Memes Alone Won’t Save You (But They’ll Help)
Don’t rely only on memes to drive your social presence. Use them to complement more educational, product-focused, or storytelling content.
Test + Learn
Pay attention to what performs. Which memes lead to saves, shares, clicks, or comments? Adjust your tone, format, or references accordingly.
Stay In Your Lane
Just because a meme is trending doesn’t mean it fits your brand. You don’t need to jump on every sound or format. The best meme moments are the ones that make sense for you!
The Bottom Line
Memes aren’t just for the internet’s chaotic corner anymore. They’ve become a powerful marketing lever: one that drives engagement, builds connection, and creates personality in the sea of sameness. (We put memes to work too — see them in action on our socials @breefwork)
Whether you’re running a niche B2B SaaS brand or selling pimple patches to Gen Z, the lesson is the same: if you can make your audience laugh, they’ll probably stick around. 🤝
