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

Abstract

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 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 compelling and impactful meme-based campaigns.