What is a meme?
Also called internet meme, meme marketing.
A meme is an image, video or phrase in a familiar format that people copy and change with their own text or twist, usually for humour, and that spreads because others recognise the template.
Why it matters
A good meme says "we get you" faster than any caption. For a small business, a meme about the everyday frustrations of your customers, or of your own trade, can be shared far more readily than a product photo. It also shows there are real people behind the account. The risks are getting the joke wrong, using images you don't have the rights to, or chasing a format that's already stale.
Example
A plumbing company posts a two-panel meme: the top panel reads "Me ignoring the drip under the sink for six months", the bottom "Me when the cupboard floor gives way", using its own photos of a real leak.
How businesses use memes well
The memes that work for a business are about your customers' lives, not about your product.
- Everyday moments your customers recognise: the Monday coffee, the tax deadline, the first cold morning.
- Funny truths about your trade that customers never see.
- Light self-deprecation, such as the shop owner who can't stop eating the stock.
- Seasonal moments, holidays and local events everyone is talking about.
How to make a meme for your business
Treat it like any other post: it needs to fit your brand voice and your audience.
- Check what the format means and how people are using it right now, so you don't misuse it.
- Pick a situation your customers will recognise instantly.
- Use your own photos or video, or images you have the rights to, rather than a still from a film or a stranger's picture.
- Keep the text short and make sure it reads on a small phone screen.
- Show it to someone outside your business. If they don't get it in two seconds, change it.
- Post it while the format is still current. Memes age quickly.
Risks to watch
Sharing a meme as a person and using one in marketing are not the same. Many popular meme images are copyrighted photos, film or TV stills, or pictures of real people, and using them to promote a business can lead to takedowns or complaints. Never make it look as if a real person endorses you.
- Jokes that punch down at customers, groups or competitors.
- Formats with offensive or political meanings you didn't know about.
- Humour that clashes with your brand, such as a funeral director copying a party meme.
- Posting so many memes that people forget what you actually sell.
Where memes fit in your content plan
Think of memes as one occasional content pillar, such as "a laugh about our trade", alongside your tips, products and behind-the-scenes posts. Keep a note of everyday moments your customers find funny or frustrating, and when a format comes along that fits one, you'll have an idea ready. Memes tend to work best on platforms with a casual tone, such as Instagram, TikTok, X and Threads, and need more care on LinkedIn and Facebook Pages with an older or more formal audience.
Common questions
Can businesses legally use memes?
It depends on the image. Using copyrighted photos, film stills or someone's likeness to market a business carries more risk than sharing a meme personally. The safer route is to recreate the format with your own photos or properly licensed images. If you're unsure about a specific case, ask a legal adviser.
Do memes work on LinkedIn?
Sometimes, if the humour is about work life and fits a professional tone. Workplace and industry in-jokes tend to suit LinkedIn better than general internet humour.
How often should a business post memes?
Occasionally, as one of your content pillars rather than the whole feed. A meme now and then adds personality; a feed of only memes makes it hard to tell what you do.