A Chill History of Memes: How Have They Changed Marketing?
12 min read
Dec 2, 2024
The Evolution of Memes: From Internet Jokes to Marketing Powerhouses
There was a time when memes were just goofy inside jokes shared among niche internet forums and forwarded via email chains. Now, they’re cultural currency, capable of launching careers, making or breaking brands, and shaping how we communicate online. Memes have evolved from simple images with captions to entire languages, fueled by shared humor, pop culture references, and a dash of absurdity. And marketers? They’ve caught on, leveraging memes to create campaigns that feel less like ads and more like relatable content.
The Origin Story: Memes Before Memes (1976–2000s)
Before memes became synonymous with the internet, the concept had a more academic origin. Biologist Richard Dawkins coined the term meme in his 1976 book The Selfish Gene to describe how ideas and cultural symbols spread and evolve, much like genes in biology. Little did Dawkins know, his term would later become a cornerstone of internet culture.
The earliest internet memes were simple and unpolished—often born in online communities like Usenet, 4chan, or Something Awful. Remember the dancing baby GIF from 1996? That spinning, pixelated baby might seem ridiculous now, but it was one of the first viral memes, spreading through email chains and becoming a pop culture phenomenon thanks to its appearance on the TV show Ally McBeal.
The memes of the late 1990s and early 2000s were raw, inside jokes confined to internet subcultures. All Your Base Are Belong to Us and the O RLY Owl were perfect examples: niche, weird, and only funny if you were “in on it.” They weren’t created to be shared widely; they were digital breadcrumbs of niche internet humor.
The Rise of Relatable Humor: Memes Go Mainstream (2000s–2010s)
The mid-2000s saw the rise of meme-focused websites like Know Your Meme and Imgur, where users could create and share memes with ease. Image macros—those classic images with bold white Impact font—became the face of meme culture during this era. Think: Advice Animals, like Scumbag Steve and Bad Luck Brian, or rage comics with their quirky stick-figure narratives.
This was also the time when platforms like Reddit, Tumblr, and Facebook started turning memes into a universal internet language. Suddenly, they weren’t just niche internet jokes—they were a way to comment on shared experiences, like procrastination (Lazy College Senior), misfortune (First World Problems), or awkward social encounters (Socially Awkward Penguin).
As memes grew more relatable and accessible, brands began to take notice. Meme marketing wasn’t quite there yet, but companies started dabbling. A classic example? The Old Spice Man campaign (2010). While not a traditional meme, it tapped into absurd humor and shareability, laying the groundwork for what memes would become in marketing.
The Meme-ification of Marketing (2010s)
By the 2010s, memes weren’t just funny pictures—they were culture. Platforms like Twitter and Instagram accelerated the meme cycle, with trends appearing and disappearing in a matter of days. Meme pages and influencers emerged, amassing massive followings simply by sharing the funniest, most relatable content.
Brands couldn’t resist. But instead of creating their own memes, they began borrowing from the same humor that made memes popular. Successful brands stopped trying to “sell” and started joining the joke.
Brands That Got It Right:
Denny’s Tumblr and Twitter (2013): Denny’s became famous for its bizarre, meme-inspired posts like “zoom in on the syrup.” Their approach showed how brands could feel human—random, funny, and self-aware.
Wendy’s Twitter (2017): Wendy’s took a snarky approach, roasting competitors and customers with meme-worthy one-liners. The internet loved it, and Wendy’s solidified itself as a leader in meme marketing.
Netflix: Whether it’s referencing popular shows (Stranger Things) or putting over 50 clips of a show on their TikTok for views, Netflix has mastered the art of making people laugh while subtly promoting its content.
These brands understood that memes are about being part of the culture—not forcing themselves into it. They created or participated in trends that felt natural, often with a self-deprecating edge that appealed to younger, chronically online audiences.
The Modern Meme Era: TikTok and the Death of the Static Meme (2020s)
Today, memes have evolved far beyond the classic image macro. TikTok, the reigning king of short-form video content, has turned memes into trends, sounds, and challenges. Viral audios, like “Very Demure, Very Mindful” or “I Know Something You Don't Knowwwww”, act as the modern-day meme template, inspiring countless remixes and spin-offs.
Brands have adapted to this new format by integrating their products into TikTok trends. Consider Duolingo’s chaotic green owl dancing to trending sounds or Ryanair’s bizarre TikTok humor. These brands aren’t just making memes—they’re becoming memes, blurring the line between marketing and entertainment.
Meanwhile, traditional static memes haven’t disappeared; they’ve just gone meta. Twitter and Instagram remain hubs for meme culture, where brands like Slim Jim post ultra-niche jokes that cater to internet-savvy audiences. Meme marketing has become an art of balancing relevance, humor, and timing. Jump on a trend too early, and it feels forced; too late, and it’s cringeworthy.
Why Memes Work in Marketing
So, why are memes so effective? It comes down to two key factors: relatability and shareability.
Relatability: Memes tap into universal experiences or feelings, often in a way that’s self-aware and unfiltered. Brands that successfully use memes position themselves as “one of us,” aligning with their audience rather than talking down to them.
Shareability: Memes spread like wildfire. A clever, well-timed meme can reach millions of people without spending a dime on ad space. For brands, it’s an organic way to build awareness and connect with younger audiences.
Memes That Miss the Mark
Of course, not all brands get meme marketing right. One wrong move, and it’s painfully obvious. Remember when Pepsi’s Kendall Jenner ad tried to use protest imagery as a marketing tool? It was immediately memed—but not in the way Pepsi intended.
The key to meme marketing is authenticity. Forced memes or tone-deaf attempts can backfire, making a brand look out of touch. Internet humor is fast-moving and unforgiving—if you don’t understand the joke, you’re better off sitting it out.
The Future of Memes in Marketing
Memes are no longer just fleeting moments of internet humor—they’ve become a universal language and a cornerstone of digital culture. As they evolve, their role in marketing is only growing, with brands increasingly leaning on memes to connect authentically with audiences. The future of memes in marketing is about going beyond quick laughs and turning them into strategic tools for engagement, brand loyalty, and cultural relevance.
One major shift will be the focus on memes as cultural anchors. Rather than chasing trends, future-savvy brands will create memes that reflect deeper societal values or align with ongoing cultural conversations. By tapping into broader themes—like sustainability, inclusivity, or mental health—brands can use memes to tackle serious topics with a lighthearted edge, creating campaigns that resonate on a deeper level. Instead of a one-off viral hit, these efforts could cement memes as part of a brand’s identity, much like Wendy’s Twitter persona or Gucci’s ironic meme collaborations have done.
At the same time, the rise of hyper-niche memes will allow brands to connect with smaller, more fragmented audiences. As online communities grow more specialized, so too will the memes that resonate within them. Whether it’s memes about gardening for plant parents or niche jokes for indie game developers, the brands that take the time to understand the humor, language, and quirks of these communities will win trust and loyalty. Tailored memes will no longer just grab attention—they’ll build meaningful relationships by showing audiences that the brand gets them.
Ultimately, the future of memes in marketing is about more than getting a quick laugh—it’s about creating lasting connections. Brands that use memes to foster authenticity, engage niche communities, and tell ongoing stories will stand out in a noisy digital landscape. Memes are no longer just tools for going viral—they’re the bridge between entertainment, culture, and commerce. The brands that embrace them strategically will not only keep audiences laughing but also leave a lasting impression.
Final Thoughts: Why Memes Matter
Memes aren’t just jokes—they’re reflections of our culture, shared experiences, and the things we collectively find funny (or ridiculous). For marketers, they’re a powerful tool to connect with audiences in a way that feels organic and entertaining.
The brands that succeed in meme marketing don’t take themselves too seriously. They embrace humor, stay in tune with internet culture, and know when to join the conversation—and when to sit one out.
In the end, memes remind us that marketing doesn’t have to feel like marketing. Sometimes, it can just be a good laugh. And in a world where attention is currency, a good laugh is worth everything.
