Memes are one of the most shared types of content on social media. Used well, they make a brand feel human and get people talking; used badly, they look forced or cause backlash. This guide explains how to use memes in your social media marketing, with Malaysian examples.
What is meme marketing?
Meme marketing is using a popular meme format – a familiar image, video or joke structure – to share a brand message in a funny, relatable way. The audience already knows the format, so they get the joke instantly.
The word “meme” was coined by biologist Richard Dawkins in The Selfish Gene (1976) to describe ideas that spread by copying. Internet memes work the same way: a format is copied, personalised and shared.
The approve/disapprove meme format is a common template for comparisons. Source: MGAG
Why do memes work for social media marketing?
Memes work because they’re cheap to make, instantly relatable, highly shareable and ride on topics people are already talking about.
| Benefit | Why it matters |
|---|---|
| Low cost | One designer and a template – no photoshoot needed |
| Relatable | People already know the format, so the message lands fast |
| Higher engagement | Memes invite likes, comments, tags and shares |
| Timely | You can join trending topics within hours |
| Entertaining | Adds variety, so your feed isn’t only promotions |
Example (2021): Nando’s Malaysia used the UNO “reverse card” format everyone recognises. Source: Nando’s Malaysia
How do you use memes on social media? 5 steps
Know your audience, match the meme to your brand voice, use a format that’s currently relevant, keep it light rather than salesy, and check it for risk before posting.
1. Know what your audience finds funny
Memes work best when they reference something your target audience already knows – a show, a trend or a shared experience.
Mix.fm aimed this Harry Potter meme at listeners who grew up with the series. Source: Mix
2. Match your brand voice
If your brand is casual and playful, memes fit. If it’s formal, memes can feel off. Entertainment, food, travel and startup brands usually suit memes best.
3. Use timely, relevant topics
Follow local news and what Malaysians are sharing, and only use a meme when you understand its context. Trends move fast – a meme that’s weeks old can feel stale.
Example (2020): Mydin shared its take on the MCO with a meme. Source: Mydin
4. Don’t turn memes into ads
Memes should entertain first. Constant product plugs make followers tune out. Brands like myBurgerLab rarely sell in their memes – they use them to build personality.
5. Check the risk before posting
Ask whether the meme could offend anyone, whether you understand the format, and whether you have the right to use the image. Avoid topics involving race, religion, royalty and tragedies.
TV3 promoted a K-drama with a meme about a safe, light topic. Source: TV3
What are the do’s and don’ts of meme marketing?
Do keep memes relevant, timely, on-brand and made from images you’re allowed to use; don’t post controversial, outdated or copyrighted memes, or turn them into sales pitches.
| Do | Don’t |
|---|---|
| Be funny and relevant to your audience | Post controversial memes that break community standards |
| Keep up with current pop culture | Use memes you don’t fully understand |
| Make posts easy to share | Hard-sell products with sales taglines |
| Track how each meme performs | Post outdated memes |
| Use relevant hashtags | Reuse the same meme over and over |
| Use original or licensed images | Use copyrighted photos or film stills without permission |
Can brands use memes legally?
Not always – many meme images are copyrighted photos, film or TV stills, and using them for marketing is commercial use. Rights holders can request takedowns or take legal action, and platforms may remove the post.
- Safest: create memes with your own photos or illustrations, using a familiar layout.
- Use licensed images: stock photos you’ve licensed, or templates in tools like Canva and Adobe Express under their licence terms.
- Avoid: celebrity photos, film stills and other brands’ content used without permission.
This isn’t legal advice – check with a lawyer before running memes in paid ads.
Which Malaysian brands use memes well?
GSC Cinemas is one of the best-known Malaysian examples – its memes react to current events with humour that works across age groups, and it rarely uses them to sell tickets.
Example (2021): GSC reacted to current issues with humour without being offensive. Source: GSC Malaysia
Need help with social media content?
One Search Pro plans and creates social media marketing content for Malaysian brands – including when (and when not) to use memes. Talk to us about your social media plan.
Frequently asked questions
Are memes good for business social media?
Yes, when they suit your audience and brand voice. Memes are cheap to produce, easy to relate to and tend to get more shares and comments than standard promotional posts.
Can brands get in trouble for using memes?
Yes. Many meme images are copyrighted photos or film stills, and using them in marketing can lead to takedowns or legal claims. Insensitive jokes can also cause backlash. Use original or licensed images and avoid sensitive topics.
How often should a brand post memes?
Treat memes as a supporting format. Mix them with educational, product and behind-the-scenes posts so your feed doesn't feel like a joke account.
What tools can I use to make memes?
Canva and Adobe Express both have meme templates and editors. Using your own photos in these tools avoids most copyright issues.
Which industries can use meme marketing?
Memes suit brands with a casual voice and younger audiences – food and beverage, entertainment, travel, retail and startups. Formal sectors like banking or healthcare should use them carefully, if at all.