Why memes should be your fave research tool

We often don’t give memes too much thought.

And why would we?

At their worst, they’re considered the product of generational internet brain rot.

At best, they’re a distraction from, well, the horrors.

But what if I told you memes are actually the modern-day hieroglyphs?

And that marketers can use them to tap into those juicy little human truths we so often look for to enlighten our work?

While memes may seem like throw-away content, they’re the ultimate reflection of our collective mood, constantly adapting with the news cycle and viral moments.

Call me crazy. Hell, say I’m a product of the chronically online community.

But when you take a deeper look into what fuels the great phenomenon that is memes, you’ll see there’s more than meets the eye, even if it is a chubby baby hippo.

Memes are the internet’s unofficial currency.

They’re the emotional shorthand for life’s absurdities, packed with hidden insights and raw human truths.

Memes have the power to say what we’re all feeling—often in ways we didn’t even realise we needed to laugh about. And, for marketers, they’re a goldmine of insights into what really resonates with people.

The undeniable fact is: memes tap directly into the cultural zeitgeist.

When brands can tap into that and bring it to life in campaigns, they’re not just joining the conversation. They’re speaking the language.

Memes are 'here today, viral tomorrow,' capturing social mood and sentiment far quicker than most traditional research methods ever could.

If you want to connect with your audience where they live (yes, even in the deep corners of Reddit), start paying attention to the memes they’re sharing.

So why do memes just hit different?

At their core, memes speak to universal truths. They’re built around tiny moments of relatability that make us laugh, cringe, or just feel seen.

Let’s look at an absolute classic, the 'Distracted Boyfriend' meme. It's an image of a guy eyeing another woman while his girlfriend looks on in disapproval.

The genius of this meme isn’t just that it’s funny (it is) but that it hits on the all-too-human urge to get distracted by something new and shiny, no matter what we already have. It’s the eternal grass-is-always-greener dilemma, boiled down to one photo.

And that’s what gives it shareability. It can be applied again and again to different scenarios until it's so niche, it's almost absurd.

A more recent example is the 'staring robot' meme, from I, Robot. It's typically used to describe a range of situations and emotions, but generally something that’s made you feel annoyed, coy, or embarrassed.

The face says it all, from ‘how your bf looks at you when you tell him it's his turn to do the dishes’, to ‘how you look at your mom when the doctor asks you your name.’

All of them are valid, and all of them are funny af.

For brands, these human truths are marketing gold. They reveal how audiences really feel in the current time—minus the polished focus-group filters.

Want your campaign to resonate? Skip the corporate jargon and meet your audience where they’re already having these inside jokes.

However, we don’t want to be the literal embodiment of the 'how do you do, fellow kids?' meme.

What I mean by that is, slapping memes onto your campaign or social strategy is fun, but it can come across as cringe, for lack of a better word.

Instead, use memes as your new favourite research tool.

Here’s how:

Let’s say maybe you’re stuck in a brainstorming rut. Start scrolling through the memes your audience loves. Use meme humour to kick off fresh ideas or even shift the campaign narrative.

Is your audience sharing jokes about 'being over it'? Maybe it’s time for a campaign that resonates with that fatigue. Seeing a lot of 'self-care' memes? Look for ways to tap into that theme with empathy and authenticity.

Memes aren’t always just funny, they’re often blunt, snarky, or self-deprecating. This tone can be applied to marketing copy, especially on social media, to give campaigns that same level of 'internet speak' without crossing into 'fellow kids' territory.

Memes are quite literally the emotional blueprint of the internet.

And for brands willing to listen, they offer raw, real-time insights into what matters most to their audience. Because these silly little images deliver real, unfiltered feedback, giving marketers a shortcut to those 'aha' moments that often feel miles away in a boardroom.

However, we must approach memes as a cultural mirror, not a checklist of things to reference.

They’re a reflection of feelings, frustrations, and joys in the current cultural moment. By understanding these undercurrents, brands can create ads that resonate without ever dropping a 'brat' this or 'moo-deng' that.

Because yes, memes are the voice of the internet. But the best brands find ways to speak that language in their own voice.

-Sophie, Writer