The Meme Campaign
To get DigitalXShift seen beyond its niche, we leaned into memes: relatable jokes about AI and business life, in German, posted across Instagram, YouTube, LinkedIn and TikTok. The goal was simple: reach.
Reach first
At this stage the strategy was reach. Memes about AI and business life resonated with the AI audience and travelled well beyond our own followers: a familiar meme, a caption about AI or running a business, and a punchline people recognise from their own day.
Instagram BEST
Where memes did the heavy lifting. The top five reels reached 1.7M, 1.2M, 458K, 240K and 122K views, a single week brought 120K content views, and follower growth picked up whenever memes went out.
YouTube STRONG
The memes became the channel's most-watched Shorts: 52K, 39K, 29K and 20K views on the top four.
LinkedIn STRONG
The algorithm favours relatable video, and one meme video reached 80K impressions.
TikTok LIMITED
TikTok held the memes back. There, authority-style shorts on AI tools grew the account faster.
Posts that took off
Straight from the reels grid on Instagram ↗.
Even B2B is human
It's easy to forget that even the most "boring" niche is run by people. What we do is close to B2B, and that audience is still human. So humanise it as much as you can.
Memes are a universal language. What's funny is funny, whether you're a CEO, a business owner, a coach or a consultant. Brands should deliver their message in the lightest, most relatable way possible, with no friction between people and what you're trying to say. Reach people with things they already relate to.