Memes That Went Viral: What Brands Can Learn

Memes are no longer just part of online humor—they’ve become central to how people communicate, connect, and even make buying decisions. Brands that pay attention have found that memes, when used wisely, can jump-start engagement and build loyal communities. By understanding why and how certain memes go viral, brands can create social content that feels fresh, authentic, and shareable.

How Memes Go Viral: Key Elements Behind Successful Memes

What makes a meme catch on with millions? Viral memes usually hit a few key notes: they spark strong emotions, reflect shared experiences, and are dead simple to share or remix. There’s often a “you had to be there” energy—memes flow with the culture and feel made for the moment.

When you look at top meme campaigns, common threads emerge: they’re easy to understand, quick to share, and often ride the wave of current events or trends. These ingredients make memes irresistible for today’s short attention spans and social feeds.

For a deeper dive on what makes memes tick in marketing, check out this overview on meme marketing from Wyzowl.

Emotional Triggers and Shareability

Humor leads the charge in viral memes. Jokes, clever wordplay, or visual gags grab attention. But it isn’t just laughs—memes often channel nostalgia, surprise, or a sense of belonging. When a meme captures an inside joke or reference, people feel compelled to share it to show they “get it.”

This sharing is almost automatic. Social media psychology shows that people want validation and laughter, so they spread the joke. The best memes are like social glue—they help people connect and belong.

Timeliness and Cultural Relevance

Timing turns an ordinary meme into a viral hit. If the meme lands while everyone’s talking about a trending topic, its chances of spreading skyrocket. Think of how quickly the “Bird Box Challenge” caught on as soon as Netflix’s thriller became a hit.

Pop culture, news, or even viral videos drive meme formats forward. Brands that hop aboard at the right moment with content that matches the moment’s mood tend to win big.

Remixability and Participation

A meme format’s power often lies in its flexibility. Popular templates invite everyone to spin their own version, boosting reach. Think of “Distracted Boyfriend” or the “Woman Yelling at Cat.” These formats invite rework—each twist brings in a new wave of attention.

When brands encourage remixes or create memes that others can tweak, they empower their audience to co-create. This builds a stronger connection and multiplies exposure fast.

For more insights into successful meme marketing examples, explore this guide to marketing memes that sum up every marketer’s life.

Brand Lessons from the Biggest Viral Memes

Brands have jumped on meme culture with mixed results. Some nail it, while others misjudge the tone or audience. Major campaigns serve as case studies for what works—and what to watch out for.

Case Study Highlights: Successes and Fails

• Wendy’s: Their Twitter team became famous for witty, meme-driven roasts. Instead of corporate messaging, Wendy’s used relatable humor and playful jabs at competitors, fueling massive online buzz.
• Netflix’s “Bird Box”: As soon as the movie became a talking point, users flooded social feeds with challenge memes. Netflix embraced the trend (while warning of safety risks) and kept the conversation going.
• Gucci: The luxury brand surprised many by sharing intentionally ironic memes. Their success came from knowing their younger audience and not taking themselves too seriously.
• Pepsi’s Kendall Jenner Ad: An example of memes going wrong. The campaign was quickly mocked for being tone-deaf and out of touch with social issues, proving that not every viral moment is a win.

For more brand wins and fails, see these case studies of brands that nailed meme marketing and examples of successful meme marketing campaigns.

Core Strategies for Brand Meme Marketing

Brands that do well with memes share some common strategies:

• Stay authentic: Don’t force a joke or trend you don’t understand.
• Embrace imperfection: Memes are casual and often rough around the edges.
• Be audience-focused: Know what your community finds funny and relatable.
• Move fast: Trends fade quickly. Don’t wait for weeks of approvals.
• Fit the platform: Know what works on Instagram, TikTok, or Twitter—memes travel differently on each.

For a collection of genius brand examples that show what works, view this post on brand meme marketing.

Best Practices: Using Memes to Build Brand Community

Using memes isn’t just about going viral for a day. The best brands use meme culture to foster community, create long-term engagement, and humanize their voice.

Cultural Sensitivity and Brand Alignment

Brands need to know where a meme came from and what it means. Misusing a meme or missing a key cultural reference can backfire, making a brand seem tone-deaf or disrespectful.

Before joining a trend, research its origins and make sure it matches your values. Brand safety and maintaining trust matter just as much as being funny or relatable.

For a practical intro, see this beginner’s guide to meme marketing.

Encouraging Community and Co-Creation

Invite your followers to participate. Launch challenges, ask for caption remixes, or spotlight the best user-generated memes. When people see their content featured, it sparks ongoing loyalty—and fresh waves of shares.

Encouraging co-creation makes audiences feel valued. Over time, this turns casual fans into advocates who spread your brand’s message with their own twist.

Conclusion

Memes can make any brand feel human, approachable, and in sync with the crowd. When you focus on authenticity, cultural awareness, and fast-moving creativity, memes become more than a trend—they’re a tool for real connection. The smartest brands know that viral moments come and go, but building a loyal, engaged community through sharp, culturally-tuned memes is always in style.