Today, what consumers of all generations want most is a daily dose of humor, and memes have become that engine of digital laughter.

A meme is more than just a visual joke you share with your coworkers. In the world of marketing, a meme can act as a cultural barometer, capturing consumers’ feelings, attitudes and behaviors toward a brand or communication campaign.

Memes as a cultural reflection have two origins:

The first scenario, This is when a brand creates a meme and releases it into the digital jungle. This act of launching, beyond seeking reach, becomes a real-time market study of what resonates with the audience. If a meme is being shared, commented on, and recreated, it signals a successful connection with the target's humor. But what if the meme doesn't take off? This could be a sign that you need to rethink your approach.

The second scenario It is even more challenging when a consumer-created meme involving a brand or campaign goes viral. While it can be a marketer’s nightmare, it can also be an indicator of brand relevance and can be used to measure how much the brand is being talked about on social media, the negative or positive perception of the brand, and the level of engagement the audience has.

The more integrated memes are into our understanding of human behavior, the more effective and accurate our campaigns will be. Memes aren't just here to make us laugh; they're here to reveal what our audience thinks of us.

So, the next time you come across a meme, consider what hidden truth it is telling you and how you can make it part of your brand strategy.