What is meme?

A meme is a funny or relatable image, video or phrase that people copy, remix and share widely online, usually following a familiar format.

Memes are a shared language on social media. When a brand uses one well, it can feel human and in on the joke, which makes people more likely to share and comment. Used badly, a meme can feel forced or out of date.

Meme formats spread fastest on X, Instagram, TikTok, Threads and Reddit, and they often come and go quickly. Many are built on images, video clips or audio that belong to someone else, so think about copyright and permission before using them for a business account.

Only use a meme if you truly understand the joke and its background. Tie it to something your audience actually experiences, such as a common customer frustration. Move fast while a format is popular, but skip any meme linked to sensitive topics. Making your own image in a familiar style is often safer than reusing someone else's picture.

Example

A pet grooming salon shared a popular meme format showing a dog's reaction before and after bath time, which followers tagged their friends in.