What the Meme is that?
Memes are, at first glance, absolutely bizarre. Grumpy cat. A stick figure called Bill. Doge. These seemingly random combinations of images and words are actually significant cultural symbols.
All memes generally start in the same way:
An amusing image surfaces on the web. This could be a screen-shot from a video (sporting events, awards shows, or royal weddings are popular), or it could be a funny picture of someone’s pet (like Grumpy Cat).
Someone takes that image and superimposes words over the top. The words always relate clearly to the image: it’s often something you can imagine the image’s subject saying, or a common catch phrase that suits the image.
The resulting file spreads like wildfire through the internet and social media, and a meme is born.
In most cases, people then take the original meme and make their own version - either changing the image or the phrase slightly.
As strange as they seem, memes are a worldwide social phenomenon. The way they are spread so rapidly online makes them a very powerful, shareable piece of content.
It’s becoming increasingly hard to get organic cut-through on business Facebook pages, so many companies are often stumped trying to come up with fresh digital marketing content. Memes just might save the day!
If the thought of these silly, boredom-busting (and time-wasting!) images acting as legitimate pieces of marketing collateral have you dumbfounded, just check out the NSW Police Force.
They’ve got a combined 930,000 social media following across their digital channels, and one of the highest engagement rates of any Australian government organisation on Facebook - and it’s not because there are a lot of concerned citizens out there.
They’ve very skillfully managed to balance the fine art of creating memes that are both hilarious and shareable, and have a strong message.
https://scontent.fbne3-1.fna.fbcdn.net/v/t1.0-0/s526x395/16864104_10154566957841185_1386989445008762874_n.jpg?_nc_cat=0&oh=6706b14ae83f35b4072e83703a4812c0&oe=5BC6AF42
A funny picture and a very relatable caption. They’ve related it back to their brand by featuring squad dogs, as well as a glimpse of the police uniform in the background.
https://scontent.fbne3-1.fna.fbcdn.net/v/t1.0-0/p480x480/16830711_10154564870256185_4646237804535821361_n.jpg?_nc_cat=0&oh=0cb059c83fea5772a065db2187c0e2e9&oe=5BD6F958
A lighter take on a serious topic, and one that’s always a concern for the police. Instead of a stuffy message about staying sober, they’ve created something that their followers are likely to not only read, but also share on their own social channels.
https://www.facebook.com/nswpoliceforce/photos/a.395208846184.158543.218519706184/10154517195421185/?type=3&theater
Another lighter take on drink driving, but one that’s guaranteed to have better cut through than a simple “don’t drink and drive” message. Just check out the post’s stats - at last count, it had 806 likes and 103 shares.
Stay tuned for our next blog, where we’ll share how you can follow the lead of the NSW Police Force and create memes that are both shareable and carry your brand’s messaging.