Is it safe for brands to use viral memes?

Is it safe for brands to use viral memes?

Using viral memes is only safe if the brand carefully assesses the context and potential for being perceived as tone-deaf. While newsjacking can be powerful, mixing lighthearted internet trends with serious real-world violence or conflict can permanently damage a brand's reputation. Marketers must evaluate if a 'silly' trend aligns with the gravity of the topics their audience cares about.