What are Memes?
Memes are symbolic, community-specific content patterns that spread through repetition, variation, and shared recognition. On short-form platforms like TikTok, memes emerge when a visual style, phrase, or narrative device becomes a form of coded language within a specific interest graph–driven community (IGDC). They are not broad trends or formats. They are localized signals of belonging and fluency.
Core Mechanics
Memes are built around recurring motifs such as caption structures, sound pairings, editing styles, or punchline formats
They require shared knowledge within the IGDC to be understood, remixed, or appreciated
Memes evolve through parody, inversion, or saturation, while still preserving a recognizable spine
The algorithm reinforces memes by surfacing content that mirrors behavior already clustered within a community
As repetition increases, memes serve as a distribution mechanism that favors content which already fits the IGDC’s cultural logic
Comment-Native Memes
Some memes exist exclusively in the comment section, independent of the content they appear beneath
These memes are made up of recurring phrases, slang, or inside jokes that spread horizontally across videos, often without being voiced or acknowledged by the creator
Comment-native memes act as cultural tagging mechanisms, letting users signal alignment, humor, or critique using a shared linguistic cue
These memes shape how content is received, often reframing a video’s tone or meaning through collective commentary rather than reposted visuals
For brands, understanding comment-native memes is essential to grasping what an IGDC is actually saying, not just what it is watching
Examples
Case Study: Jordy x Sports Edits
Jordy is a creator known for high-energy sports edits that combine glitch transitions, clipped audio, and rapid pacing. His editing style has become a visual meme within basketball communities.
Beyond the content itself, Jordy has become a comment-native meme. Viewers regularly will reference Jordy under unrelated sports clips, using his name to signal a desired tone or creative treatment of the content.
Example:
Tiktok failed to load.Enable 3rd party cookies or use another browser
Strategic Implications
Memes are a system of cultural distribution within a specific community. These are not just jokes or creative devices. They are high-signal indicators of cultural alignment. Memes allow brands to become recognizable inside the behavior patterns that drive repeat visibility and trust.
When a brand adopts or participates in a meme native to a particular IGDC, it accelerates cultural embedding, improves algorithmic distribution, and lowers resistance to engagement. Memes are how communities decide who belongs, offering a scalable path to brand affinity, particularly within hard-to-reach segments organized by shared behavior rather than demographics.