Yuyu Chen at Digiday asks whether we have hit Peak Meme.
It’s hard to quantify the use of brand memes because most social analytics companies don’t track them. But influencer Dart Sultan, who runs the Facebook page Shit Memes, called memes a “played-out form of advertisement.
“Brands are utilizing this medium, and it has led to saturation,” he said.
Meanwhile, some marketers have started doubting the value of meme marketing for their clients aside from likes, shares and impressions.
“I don’t think memes will go away, but now lots of our clients are pulling back and asking, ‘What can we get out of this?’” said Jess Greenwood, vp of content and partnerships for agency R/GA. “Companies can be internet-friendly without creating memes. They can work with influencers, for example.”