Meme Characters vs Influencers: What can help create stronger brand narratives?
In the fast-evolving world of social media, meme culture has become a powerhouse for capturing audience attention. Beyond traditional influencers, brands are increasingly embracing quirky meme characters to spark engagement, build relatability, and forge deeper cultural connections. These characters, born out of internet humor, have transcended their playful origins to become a staple in marketing campaigns.
From Ganji Chudail spooking her way into our lives to the Chill Guy Dog reminding us to “Stay pawsitive”, brands are ditching glitzy humans for these hilarious icons of internet culture.
Why pay top dollar for a pouty influencer when a smug cat meme can rake in the likes for free? Sure, meme characters don’t do unboxing videos or share skincare routines, but they bring sass, relatability, and a whole lot of laughs – sometimes all for the price of a good WiFi connection. Is this the ultimate marketing hack or just another fleeting trend? Let’s meme-ify the debate!
Meme Characters vs Influencers: Finding the Balance
According to Anuya Jakatdar, Co-Founder, Bare Bones Collective, “It’s not about choosing memes or influencers – it’s about what fits your brand. If a meme aligns with your brand’s target audience, it’s worth exploring. We used Ganji Chudail for YouTube because it made perfect sense with the platform’s Gen Z audience. But, the marketing mix should have both influencers and meme characters for a balanced approach.”
She further adds, “Memes aren’t a new phenomenon. Think about the ZooZoos. If they were released today, they’d go viral. People connect to emotions, not just the format. Authenticity comes from original ideas, not the medium.”
Rushabh Shah, Opportune, Wondrlab Network, notes, “Meme characters are relatable and engaging, but they don’t offer the same level of authenticity and personal connection that human influencers can. Meme characters help to reach a large audience quickly, but influencers bring a deeper connection and stronger storytelling. The key is to use both to balance broad reach and deeper engagement.”
Harshit Sharma, Founding Member, Youngun, remarks, “Meme characters like Ganji Chudail create a personal connection with audiences. Gen Z connects more with meme characters than influencers. But millennials still resonate more with human influencers. So, balancing between the two depends on who your audience is.”
Shraddha Panday, Creator and Founding Member of The New Thing, adds, “Meme characters can make a brand seem like a person you’d want to be friends with. They’re bold, bizarre, and brainrot – i.e., amazing for engagement. However, for most brands, it’s hard to find ones that match their values. For a playful brand like Swiggy, Ganji Chudail is a perfect match. For a premium lifestyle brand like Mokobara, perhaps not. With influencers, you have a wider gamut of personalities to choose from – and the partnership can last much longer than a fleeting meme trend. It’s all about staying in the Venn diagram intersection of ‘Would people care about this on social?’ and ‘Do we care about this as a brand?’”
The Cost Factor: Is Meme Marketing More Affordable?
Anuya Jakatdar points out, “It’s a misconception that meme characters are cheap or free. Creating something iconic like Ganji Chudail IRL took time, effort, and investment. To make a meme truly stand out, you need to add a creative twist, and that costs money. If you want a memorable meme, it’s not just about copying what’s already out there.”
On the other hand, Sindhu Biswal, CEO, Buzzlab, says that influencer-led campaigns typically require a bigger budget due to the fees associated with influencers. “However, the ROI can be substantial, especially if the influencer has a highly engaged audience that matches the brand’s target demographic. You may see higher engagement rates and deeper brand loyalty, which ultimately drives conversions,” she adds.
Harshit Sharma adds here, “Meme-driven campaigns are often favoured for their broader reach. They can go viral and capture attention much faster than influencer campaigns, which are limited to the influencer’s follower base. But brands aren’t necessarily reallocating budgets. Both meme and influencer-driven campaigns are crucial for a well-rounded marketing approach. The allocation depends on what’s trending and the specific campaign objectives.”
Shraddha Panday remarks, “A meme-driven campaign is cheaper than an influencer partnership. But distribution is easier with the latter – since they can draw in their own audience through collabs. A new category that I’m excited to invest in is the ‘situational influencer’ – people who strike overnight virality and are etched in meme history. They’re not conventional influencers (so they may not charge as much) and can still make your brand pop on social. For instance, the ‘level sabke niklenge’ girl, or Benjamin Joby – the kid known for his ‘sapne dekhna achhi baat hai’ monologue.”
Meme Characters: Versatility in Brand Narratives
Anuya Jakatdar emphasises, “It’s about finding the right fit for your brand. Meme characters shouldn’t just be used because they’re popular. There should be a clear purpose and alignment with your brand’s voice and messaging. If it makes sense for the campaign, then go for it. Otherwise, it’s just another meme in the noise.”
Sindhu Biswal explains, “Meme characters offer a unique blend of humour and cultural relevance, making them perfect for engaging younger, internet-savvy audiences. However, they may not fit every brand, especially those with a serious or luxury-oriented image. Memes have a short shelf life, so brands need to use them wisely and timely, or they risk being outdated.”
Rushabh Shah from Wondrlab adds, “Meme characters can be very flexible in terms of brand messaging, but brands need to tweak their story to match the meme’s vibe. Memes have their own style, which can sometimes limit creativity, but that’s also what makes them stand out and grab attention in a fun, unique way. If done right, they can be a great fit for a variety of brand narratives.”
Shraddha Panday highlights, “Finding a meme character that fits your brand narrative is like finding ‘the one’ on a dating app. But when the stars align, it’s truly delightful – like Crumble Pakistan and their iconic cat Meowbaksh. With meme campaigns, it helps to be a creator first and a marketer second – and if your messaging doesn’t allow you to goof around, you’re better off not picking this strategy altogether.”
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