From LOLs to Leads: Why Filipino Brands Are Tapping Into Meme Marketing
From the days of troll faces and derp memes to today’s viral audios like the Jet2 holiday, memes have been part of internet culture for as long as we can remember. Now, they’ve found their way into marketing and for good reason.
Filipinos love memes. We scroll for them, laugh at them, and share them daily. In fact, meme content ranked second among the types of video content we watch online. Additionally, there are over 90.8 million social media users in the country, and Filipinos spend nearly 4 hours a day online, which is more than any other country in the world. With all that time spent scrolling, memes have become an easy, entertaining way for brands to reach people where they already are.
Some brands have caught on early. Angkas, Lola Nena’s, and others have embraced memes not just for laughs, but to build brand presence. By jumping on viral trends, referencing pop culture, and putting their own twist on existing memes, these brands are doing more than just joining the fun – they are building stronger connections with their audiences. It’s a way of showing that they “get it” – that they are one of us. And that relatability is what gets people to like, comment, and share.
Screengrabs from Lola Nena’s and Angkas’ Facebook pages
Memes as marketing game changers
A 2021 study by Sorina Vasile, Lebogang Mototo, and Tinashe Chuchu found that memes have evolved into digital assets – kind of like internet celebrities – because they already come with an audience that knows them, relates to them, and is more likely to engage with them. This makes memes a low-cost, high-impact marketing tool for brands looking to boost visibility in a way that doesn’t feel forced.
For Gen Z, who now make up 38% of the Philippine population and spend most of their time online, meme marketing is especially effective. A 2023 study on meme marketing in the Philippines revealed that not only do memes grab their attention, they also help drive purchase decisions. When a meme is funny, relatable, or on-trend, it doesn’t just entertain, it influences.
And it’s not just big brands getting in on the fun. Even small businesses are using memes to connect with their audience, whether it’s repurposing existing ones for Facebook, hopping on trends on X (formerly Twitter), or making meme-based content on Tiktok and Instagram Reels. Memes are flexible, fast, and speak the internet’s language. They also make brands feel more human and that kind of authenticity stands out in a feed full of overly polished ads.
At the end of the day, memes might seem silly on the surface, but they really work. They grab attention, create conversation, and most importantly, help brands be part of culture. And with Filipinos’ love for humor and storytelling, meme marketing is not just a trend, it’s a tool that can make brands stay engaging and memorable. And in a fast-paced digital world where attention is limited and competition is high, that kind of impact is a game changer.
Want to explore meme marketing or find the strategy that fits your brand best?
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