Memes have a tremendous charisma to sweep people with a clever humorous touch. Memes are being used as a social commentary with a dash of sarcasm, which leaves a long-lasting impact on the audience, this has penetrated memes in society. In the same line, Sagin 2020 report revealed that 84% of millennials are influenced by user-generated content, such as memes endorsed by the company, brands on their websites, or social media pages.

The distinct way to connect with what is on people’s minds, in a succinct, fun, and shareable way makes internet memes a great fit for marketing strategy and brand recognition. Although there is no formal training available to become a memer, the demand for such creative people is set to boom.


Meme picking pace

Explaining how far memes have come given the craze among people, Neha Puri, CEO, VAVO Digital, an influencer marketing platform says, “Social media memes are now used to promote brand awareness in such a way to leave a lasting impression. This has given rise to the trend of generating viral content for brands that can be shared among consumers for easy and quick brand promotion”

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Internet penetration and the popularity of sports and film celebrities have jointly helped in increasing the overall reliability of this internet trend. “Indian market has the highest youth percentage (34.33%) in the world, and this opens the doors to many mediums to increase their brand visibility. With a diverse culture and heritage intertwined with pop culture references, memes are set to be a raging trend in India,” adds Puri.

In the digital age, consumers’ attention span is declining and memes are gaining momentum here. “Grabbing and withholding a customer’s attention to enhance brand recall and engagement, is where memes come into play. Especially for the younger generation, memes have become a language of communication as it is short, crisp, engaging, entertaining, and fun at the same time,” says Saurabh Saxena, founder & CEO, Uable.


DIY learning options


Memers, generally create and amplify interest around a topic. They tend to rely on non-formal ways of learning as no standalone memes-making degree courses are offered by Indian universities, till now. Manisha Pathak Shelat, professor, Communication and Digital Platforms & Strategies, Mudra Institute of Communications, Ahmedabad (MICA) says, “Enrolling in online courses is an alternative to polish the required skillsets. Another DIY option to learn this is by joining social media communities to learn from talented peers and get mentored. Free or paid workshops can also be attended.”

Besides these, to be a successful meme creator you not only need artistic skills but you have to be good at reading the pulse of the audience. Shelat adds, “Memes thrive on our shared cultural traits. No university teaches this. You have to do and learn this on your own. It counts what the audience cares about, what annoys/scares them, and what are the issues of concern. You should have insights into popular culture.”

However, Saurabh believes that even good quality short-term, cohort-based programs, along with fellowships, if introduced by some brilliant memers, will help a lot.


Job security is not a joke

Not all jobs assure job security. Shelat says, “Career trajectory in social-media job roles like vloggers, social media influencers, tends to be uncertain. The success is precarious as audience tastes keep changing with the latest trends. In the future memes might not be that appealing and something else will trend. One has to be prepared for it and have other skills to adapt.”

Many advertising and marketing companies are recruiting creative people to write sarcasm-laced posts, similar to memes. Mentioning the same R P Yadav, MD, Genius Consultants, says “MNCs are adopting meme-based content, but in most cases instead of hiring the memers as direct employees, they associate with them in collaboration method. So, the meme creators are signed on a contractual or freelance basis.”

“In the meme industry, these creators can approximately earn around Rs 7000 per month based on the experience and creative content quality. Whereas full-time memers can start from Rs 4 lakhs per annum and as the experience goes up, around one lakh per annum could be added for every additional year of experience,” adds Yadav.





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