3 Stats That Show What Memes Mean to Gen Z & Millennials

Memes have become a major part of young consumers’ visual language. Just how much are they using them, and what role do they play?

Last month, we told you about five meme accounts that reach over 46 million young followers on Instagram. Those accounts, which included F**kJerry and Daquan, are just the tip of the meme culture iceberg. Captioned images and videos (to bring it back to the basics) spread like wildfire on social media, where the inside-joke-esque media bring new life to nostalgic characters (like SpongeBob and Kermit), new personality to celebrities (like Keanu and Leonardo), and unexpected takes on the mundane (like stock images and Venn diagrams). The most popular memes find life offline on shirts, socks, bags, phone covers, and more.

Meme formats have certainly changed over time—meme generators used to be full of single characters (like Socially Awkward Penguin) on colorful backgrounds, and today they're more likely to be screenshots of social media posts commenting on a GIF, photo, or video. The Verge reports that Twitter and Tumblr posts are getting a new lease on life as screenshots on Instagram because the platform’s Discover tab allows faster browsing than Twitter, while Instagram images are displayed in full rather than being cut off. But while the last decade may have changed the format, the popularity of memes has only grown. As our meme account post indicated, there is now massive success to be had in being a curator of meme content. These meme accounts are even attracting ad dollars over influencer marketing. One talent strategy exec explains to Digiday that “Meme accounts get such a good return on investment compared to influencers, who no longer get the same results.”

Part of that has to do with their high engagement rates. According to YPulse’s latest…

 
 

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The Newsfeed

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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