Anyone can make memes a part of their content mix. The key is to have a solid understanding of your audience and business so that memes seamlessly fit in and resonate true with your brand's persona. As with anything in your Twitter content strategy, articulate your meme dos and don'ts well ahead of time to ensure memes drive towards your overarching goals. Here are a few things to keep in mind when making meme magic:
While a few memes are timeless, most memes have a “best-by” date that can be measured in days, if not hours. If you see a meme trending among your followers, you have a small window of opportunity where you can post your version and be relevant.
Know the context
Don’t rush to Tweet your meme until you understand the context behind it. The very last thing you want to do is post a meme that is trending for the wrong reasons, has a dark meaning, or is associated with questionable sources. Make sure you have a process in place that allows you to create and Tweet memes quickly while still providing the time for any internal review.
Understand your audience
Memes are incredibly popular with a younger audience, who will likely know the original meme and its variations. Brands speaking to a young audience can use memes almost like an inside joke, knowing that their audience will get it.
On the other hand, if your audience is an older demographic, your version might be the first time they see the meme. That means your approach will need to stand on its own as a piece of content.
Think brand, not promotion
Not every Tweet has to be an ad, and that goes double for memes. While your meme should be relevant to your brand, don’t feel like you have to squeeze in your value props, new features, or competitive positioning.
Instead, use memes as a way to engage and build a relationship with your audience. A meme about a shared interest will be more appreciated than one that has your logo slapped all over it.