These days, brands are adapting their method of marketing to different audiences. We’ve all seen the Instagram accounts of brands filled with memes that are both funny, while promoting the benefits of their products, or the playful Twitter feuds between rival brands. This has had different kinds of reactions and responses from their targeted audiences, ranging from ideal to quite negative.

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One major pro of this sort of marketing is that it gets a large amount of people to flock to the accounts for these brands, allowing them to keep them there with more funny memes. Meme pages also receive a large amount of viewership because of their sole intent to entertain, as compared to the promotional intent of brand pages. This type of marketing is a way to break through that incessant issue.

However, not all brands are doing this in the ideal way. Some are overdoing the amount of meme posts, and many are just not creating content that is funny in the first place. Their audiences either end up ignoring their posts, or becoming annoyed with their posts, and actively unfollowing them. Brands are inherently not the same as meme pages, which means they can’t market primarily in this manner, since their audiences catch onto their intent pretty fast.

Also, what is the purpose of this marketing? If it is to catch the attention of the most clients so they click on the brand’s page, what do they offer that maintains the customer’s attention? While this sort of marketing achieves that, brands can’t actually promote the benefits of their products properly in such a limited marketing format. How long will customers stay engaged with such posts? The customer is still aware they’re consuming promotional content, and unless their attention is met with posts that give sufficient details about the product, the frustration will drive them away.