Meme feeds are now the highest growing accounts on Instagram, so how can brands partner with them in an authentic way, not too try hard way? We hosted an event with iconic Instagram meme account @Spicey – here’s what we learned…
+ A cost-effective way to gain mass reach
Generally speaking, meme accounts are cheap to partner with. Mostly due to how the content is produced – requiring no professional shoot, hair or make-up, just Adobe software prowess!
+ Be aware of engagement rates, but focus on Cost-Per-Engagement
Brand partnerships with influencers usually generate an ER of around 3.2%, whilst the volume of content meme accounts produce means theirs sit at a lower average of 1.7%. That said – the CPE will be less, we’re seeing an average CPE at £0.001, compared to a traditional influencer campaign average of £0.25.
+ Meme accounts can post up to 50 times per day
As a brand you want to stand out – and if it’s low cost to partner with meme accounts, it’s likely they’re partnering with multiple brands or businesses daily. Our tip? Ask them not to post for X amount of time after your post goes live – known to meme account handlers as “no in-front”.
+ Captions are very last year…
Most businesses go through multiple rounds of amendments when it comes to captions and social copy, but for meme accounts, the perfectly curated caption is old news. Meme account management is more about getting the visuals to work within their grid, with solid imagery or graphics.
“Sunday is famously the best day for engagement – 3x higher engagement for meme accounts – so free up your social schedule for some Sunday fun.”
+ Video killed the still-frame star
Successful meme accounts churn out video content at a rate of 60% compared to all other content. When they post videos to IGTV vs. natively to their grid, they see 2.5x more engagement.
+ (Video) Content is king, but outreach is queen
It’s all about give and take. If the account promotes your brands, you should also have a seeding plan as part of the distribution plan which the meme handlers can support you with. However, Meme accounts can’t just keep taking content and not engage back, that term is known as “leeching”.
+ Sunday = funday!
Sunday is famously the best day for engagement – 3x higher engagement for meme accounts – so free up your social schedule for some Sunday fun.
+ Hashtag wisely
Use fewer and more specific hashtags to lure in a more niche following. Focus on what you want to be known for and the unique type of content you’ll create.
If approaching Meme accounts on Instagram, a simple “Promo prices?” is enough to get their rate cards. Like with any influencers, think longer-term rather than a one-off partnership. You’ll get better rates and a smoother service. If you’re nervous about jumping in the meme-end, ask for a “test post” rate to make sure your audience are receptive to it first.
There are already some brands we think are nailing it. Hinge takes existing community content and turns it into relatable memes. Pro-tip: add a dog to your meme and ER will soar!
Another example of excellent meme-brand content comes from fashion retailer FashionNova; they’ve been busy working the same meme accounts for a while, drawing on familiar content that appeals to their audience authentically.
For a helping hand to create group-chat worthy memes that fit your business or brand’s aesthetic, drop us a line at firstname.lastname@example.org.