Memes are ideas capable of jumping from one mind to another (Duis, 2012). Memes communicate powerful captivating messages that makes it spread wildly and often uncontrollably.
Brands can benefit a lot from using memes. Brands can benefit a lot from using memes to reach out to their market. But aside from being funny, memes should also have the following feature to be effective.
Created to be related
Memes can become viral due to its relevance not only to the source but also to the receiver. The meme should be ingrained in the way of life of the people so its value can be appreciated. This way interaction is greatly encouraged and the more likely the meme spreads from person to person.
Made to be shared
Having an avenue to share an idea is important for it to become a meme. Even more important is to be able to do so easily. Effective memes should be like virus that could spread exponentially. For example, the invention of the "share button" made Internet memes so simple to disseminate.
In the book "The Tipping Point", Malcolm Gladwell mentioned the "Law of the Few". The law stated that the success of a social epidemic depends heavily on the involvement of people with special and rare social gifts. Brands should also be able to maximize meme mileage by tapping people in the community with large social networks, people with great deal of information and has a good understanding of the subject matter, and respected people with good persuasive skills. This set of people can act as ambassadors and help the propagation of ideas in an exponential manner.
Ensured to Endure
Memes should be designed to be adaptable. Memes should be resilient and can stand the test of time. Ideas that maintained a strong lineage and adapted through the years would be an integral part of the culture and the norms. The more it is adaptable, the more likely for it to stick around.