The internet moves fast. A meme that was funny yesterday can be outdated by tomorrow. Yet, in the ever-changing landscape of internet culture, one thing remains constant: people love content that feels authentic, timely, and relatable.
For small businesses, tapping into internet culture can feel risky or intimidating. But when done thoughtfully, memes and viral trends can become powerful marketing tools that humanize your brand and connect you with your audience in ways traditional advertising can’t.
Why Memes Matter in Marketing
Memes are inside jokes for the internet. They capture shared feelings, current events, and cultural quirks in a way that’s quick to understand and easy to share. For small businesses with limited budgets, this makes them an incredible tool.
Unlike polished ad campaigns, memes rely more on relatability than production quality. A simple image or short video paired with clever text can generate more engagement than an expensive photoshoot. When your audience sees something that makes them laugh or say, “That’s so true,” they’re more likely to share it, which in turn builds organic reach at no extra cost.
Beyond humor, memes also signal that your business understands the online spaces where your customers spend time. They show that you’re not just selling a product, but that you’re part of the same conversations and culture as your audience.
How to Use Memes Strategically
The key to using memes successfully is balance. You want to be relatable without crossing into irrelevant or forced territory.
- Know Your Audience
Start by understanding what makes your customers tick. A meme that resonates with college students might fall flat for working professionals. Look for trends that align with your brand’s tone and your audience’s sense of humor. - Be Timely, but Thoughtful
Memes move fast. If you’re going to use one, post it while it’s still trending. However, never use a meme without checking its context. Some trends might have hidden meanings or controversial origins that could harm your brand’s reputation if used incorrectly. - Keep It On Brand
Memes should feel like a natural extension of your voice, not a distraction from it. A small coffee shop might share a “Monday morning mood” meme featuring their latte special, while a tech company could use a trending template to joke about common office challenges. The key is to make the humor serve your brand message. - Blend Originality with Familiarity
You don’t always have to copy an existing meme. Sometimes, creating your own version using a familiar format can make your content stand out. A clever caption, a photo of your team, or a nod to local culture can turn a trending idea into something uniquely yours.
Beyond Memes: Viral Movements and Moments
Internet culture doesn’t stop at memes. Viral challenges, trending sounds, and short-form videos on platforms like Instagram and TikTok offer endless opportunities for small businesses to showcase personality.
For example, a local bakery might feature a trending audio clip to showcase how their pastries are made, or a fitness studio could utilize a viral challenge to highlight a fun workout routine. These moments make your brand feel approachable and human, while also increasing visibility through platform algorithms that reward engagement.
The same principle applies offline. Think of Carl the Crawfish, the local mascot that became a beloved community symbol in Pike Road, Alabama. Carl gave people something familiar and fun to rally around, and that’s exactly what a recurring meme or brand character can do online. When your audience recognizes your style, humor, or visual identity, it builds a sense of familiarity that keeps them coming back.
The most successful brands don’t just chase trends; they contribute to them. When your content reflects authenticity and creativity, it can turn a passing moment into a meaningful movement for your business.
Keeping It Real
The best part of using memes and internet trends is that they remind your audience that there are real people behind your brand. You’re showing that you can laugh, participate, and stay current without taking yourself too seriously.
Still, consistency matters. Internet culture trends change daily, but your message shouldn’t. Always tie back to your mission, values, and the community you serve.
All in All: Go for It!
Memes and viral moments aren’t just entertainment. They are opportunities to join conversations your audience is already having. For small businesses, that kind of connection is invaluable. It’s low-cost, high-impact, and a reminder that marketing doesn’t have to be complicated to be effective.
When done right, memes can do more than make people laugh; they can make them remember you.
Partner With Dogwood
At Dogwood Media Solutions, we help small businesses create digital strategies that resonate with real people. Whether you need help shaping your social media presence, building campaigns around viral trends, or developing content that fits your brand voice, our team can guide you every step of the way.
