he person behind “Hilarious Ted” is a 33-year-old IT professional named Maher. “I run this page alone,” he told us via an email. The creator says it all started as a simple hobby of posting memes and sharing them with friends. After gaining a good amount of new followers, Maher started thinking that he could make this into a business and get his IG page famous.

For now, his goals are to reach a more global audience and collaborate with famous brands to turn “Hilarious Ted” into a solid revenue source. “My secret is posting every day non-stop (2-4 posts a day) and follow[ing] the trends,” he tells Bored Panda. He says that’s his secret to success; after some time of doing just that, it becomes clear what the followers want to see.

If once upon a time, memes were for chronically online people only, today, they can be a part of a good marketing strategy. As the expert in social media, Lindsey Gamble, says incorporating memes into a brand's social media strategy has many benefits. It can be funny, engaging, and relevant.

"Memes have a unique ability to create familiarity, even if people don’t know the exact origins of a meme—they often recognize it when they see it," Gamble explains. "For brands looking to stand out and reach new audiences, especially younger ones, memes offer a way to connect in a fun and relatable manner."

When people see the Duolingo bird doing its shenanigans on TikTok, they feel like the brand itself is more interesting. "Memes provide a sense of personality and can make a brand feel more approachable," Lindsey Gamble tells us. "Which is key in today's social media world, where personality and connection are so important."

Using memes can also be very efficient. "Scrappy brands, in particular, don't need to invest a lot of time and effort into creating meme content," he points out. "Memes are typically designed to be simple and unpolished, which makes them easier to produce compared to new, original content."

That's why we might see small social media teams incorporate memes into their strategies more often. "Even if a brand tweaks the caption or customizes a meme slightly, it’s still far easier and quicker to share than creating entirely new content." 

And, of course, it's also about the insane shareability aspect of memes that make them so effective. "With platforms like Instagram focusing more on shareable content (content shared via direct messages) memes, which are often shared, [it] can increase the chances that a brand is seen," the social media expert says.

When it comes to examples, Gamble name-drops Netflix and Chipotle. "Unlike other brands that might rely on external memes or third-party content, Netflix creates and shares memes directly related to its own shows and movies," he explains. "This approach strikes a balance between sharing fun, playful content and directly promoting its programming. Whether viewers have seen the show or movie, the memes are relevant and engaging."

Another great example, according to Gamble, is Chipotle. The fast-food chain drops memes after every other post on Instagram. "Chipotle takes existing meme formats and makes them its own, like with the 'Starter Pack' and the 'Guy Looking Back' meme."

"These are both memes that most people familiar with online content will recognize. They work well because Chipotle adds its own twist, making the meme feel refreshed and relevant, even if viewers have seen the original version before," Gamble tells us.

However, when using memes, brands and companies need to be aware that some memes might not have the longevity of others. "Timing is critical when it comes to memes," Gamble agrees.

"Memes tend to have a short shelf-life, so brands need to respond quickly to capitalize on a trending meme. Delays in posting, often caused by internal processes or legal reviews, can result in missing the moment." He also says it's possible to overdo it: "It's okay for a brand not to jump on every meme."

But how do brands determine which memes work for their audience and which don't? Gamble says "social listening" helps, where brands gauge what kind of content their audiences are sharing and talking about. "Partnering with meme creators can also be a smart move for brands," he adds.

"These creators know the landscape well, are constantly tracking trends, and can help brands navigate the fast-paced meme world. By collaborating with meme creators, brands can tap into their expertise and create more authentic, engaging content."

Gamble says brands should be proactive when looking to incorporate memes into their strategy. "Developing a checklist or criteria for the types of memes they're willing to share, especially if they have a lengthy approval process, can be beneficial," he claims.

"This way, the team managing social media can move quickly when a relevant meme arises and avoid missing opportunities while still adhering to legal or internal processes for brand safety."

Memes can do wonders for a brand's engagement. Just look at what the "Kamala HQ" TikTok account did for the U.S. presidential candidate. However, delicately balancing the incorporation of memes can become an art. "Brands should avoid relying too heavily on them, as overuse can diminish their effectiveness," Gamble cautions.

"If a brand only posts memes, the audience might lose sight of what the brand actually stands for or the products they offer," the expert in creator economy, Lindsey Gamble, says. "Instead, memes should be used sparingly and intentionally. Over-reliance can also lead to potential legal risks, especially if the brand is using copyrighted material without permission."