How to cook a meme: exploring content strategies in brand and user-generated memes on Instagram

How to cook a meme: exploring content strategies in brand and user-generated memes on Instagram

Blog Article

In the realm of marketing, capturing the attention of Millennials and Generation Z individuals, known for their short attention spans and ad-skipping tendencies, presents a formidable challenge for marketers.Memes have emerged as a short form of content infused with humour, allowing brands to captivate their audience.Regardless of their popularity tablet at ackermans and effectiveness, memes are a nuanced and intricate marketing tool.Understanding the specific types of meme content that generate engagement is critical.Memes are not only expressions but also a platform for voicing opinions.

This study compares brand-generated and user-generated memes from food delivery apps on Instagram (n = 813), using the uses and gratifications theory as an analytical framework.The findings reveal notable differences between these two categories of memes, offering valuable insights for brand managers seeking to craft sww x compelling and impactful meme-based campaigns.