If you’ve been on social media at all recently, you’ll have noticed it’s been a real summer of memes. From Jess Glynne and Jet2, to Ibiza Boss, to that unforgettable Coldplay concert moment – it feels like everyone’s been sharing, parodying, and laughing together online.
The biggest viral hit? Without a doubt, the Jet2holidays meme. With over two million videos on TikTok alone, it’s been impossible to miss. Even Jeff Goldblum got involved with his genius parody, Jeff2holidays. (If you haven’t seen it yet – go watch it. You’re welcome.) The song has also made it as the TikTok song of the summer despite it being 10 years old.
When Viral Social Media Goes Too Far
For weeks, the Jet2 memes felt like harmless, hilarious fun – and a great piece of unplanned publicity for the brand. But as with most things on social media, there was a darker turn.
The problem with viral content is simple: you lose control of it.
That’s exactly what happened when the White House used the Jet2 meme in a video on X promoting deportations. The video showed people in handcuffs being led onto planes, captioned: “When ICE books you a one-way Jet2 holiday to deportation. Nothing beats it!”
Completely inappropriate? Yes. Distasteful? Absolutely. And yet, because the meme had spread so widely, it was suddenly possible – and damaging.
Both Jess Glynne and the Jet2 voiceover artist have since spoken out about their horror at seeing the meme used this way. And while we loved the humour earlier in the summer, this example raises an important question: is all publicity really good publicity?
Why Smaller Businesses Have a Social Media Advantage
If you’re a smaller business, the good news is you actually have an advantage here. Big corporations often face long approval processes and layers of stakeholders before posting anything. That means by the time they’ve signed off on a trend… It’s old news.
For small and medium businesses, the turnaround is much quicker. You can spot a trend, adapt it, and post in real time – making your brand feel fresh, relevant, and in on the joke.
Getting involved in trending topics can:
- Boost your content’s discoverability in social algorithms.
- Help you reach beyond your existing audience.
- Create a sense of community among people who find it relatable.
The key? Pick trends that suit your brand’s voice and tone – and move fast.
When Big Brands Get Social Media Right
Of course, not all big brands miss the mark. One of our favourites – and an absolute master of trend-jumping – is Aldi.
Despite being a large company, Aldi’s social team is lightning fast. They spot trends, create content quickly, and deliver with humour that fits perfectly with their brand.
Take their recent play on the Travis Kelce GQ image, for example. As it started making the rounds, Aldi were quick off the mark, posting their own spin that instantly resonated with their audience. The result? Likes, shares, reposts, and hundreds of comments.
Simple. Clever. Effective.
The Takeaway
Memes and trends can be a brilliant way to connect with your audience, show personality, and get your content seen by more people. But they’re not without risk – and as we saw this summer, sometimes they can take a turn you’d never expect.
The best advice? Move quickly, stay relevant, but always make sure it fits your brand values. Done well, memes aren’t just funny – they’re powerful marketing tools.
Social Media Marketing Support from Piece of Cake Marketing
Want help making sense of social media trends and how to use them to boost your brand? At Piece of Cake Marketing, we help businesses big and small create content that clicks. Get in touch today – and let’s make your marketing a piece of cake.
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