Is trying to talk Gen Z’s language via memes a smart brand strategy?

Is trying to talk Gen Z’s language via memes a smart brand strategy? SXSW panelists argue that marketers looking to post memes have to give the reigns to their social media lead and re-assess their measures of success to favor engagement over clicks-to-cart. But the pay-off of ingratiating your brand into youth culture might not be worth the risk, with music artist Ka5sh putting the last nail in the coffin: “I think for 99 percent of the time when a brand gets ahold of a meme it ends it…it’s like your dad just got in on the joke.” (AListDaily)