Memes can be equal parts funny and confusing. They’re quirky, quick, and everywhere: from WhatsApp groups to global ad campaigns. It’s no secret that memes have taken over digital culture.
You’ll find them used in marketing, protest signs, political rallies, and even classroom presentations. What started as internet inside jokes are now shaping communication. Memes have become a new kind of language, one that brands can’t afford to ignore.
To better understand how memes are being used in advertising, we spoke with Swati Jiwarjka, a freelance advertising expert. Swati specializes in digital storytelling and believes strongly in leveraging pop culture for modern campaigns.
With a decade of industry experience, she’s watched the evolution of content trends firsthand. “Brands no longer just want polished ads,” she says. “They want relatable, shareable content and memes fit right in.”
“From reels to cringe content to memes,” Swati explains, “clients today are very open to experimenting with new formats.” She’s seen a shift in mindset, especially among startups and D2C brands. “The younger the target audience, the more receptive the brand is to meme-led ideas,” she adds. For many campaigns now, memes aren’t an afterthought, they’re the hook.
“Initially, there was resistance,” Swati admits, “but once people saw results, the hesitation faded.” Memes deliver engagement numbers traditional ads rarely match. “It took a few bold clients to go viral, and then everyone wanted in,” she says. Now, memes are part of serious strategy decks. “Even big-budget brands are embracing this trend, it’s no longer just Gen Z territory.”
“With viral memes, the reach is almost unmatchable,” Swati notes. “A well-timed meme can explode across platforms overnight.” She says people love clever, humorous content that feels personal. “It’s not just about laughs, it’s about resonance,” she explains. “Brands that understand meme culture and use it authentically can create real impact.” But with great reach comes great risk.
“They’re not always a hit,” Swati warns. “Some memes flop. Badly.” Timing, tone, and audience insight are crucial. “A joke that lands well on Reddit might tank on Instagram,” she explains. “You have to read the room and sometimes, the room shifts fast.” She says that one poorly executed meme can backfire more than a bad TV ad. “Online backlash is no joke.”
