f you've scrolled through Instagram or Twitter in the past week, you've undoubtedly come across memes with poorly drawn brackets and bold, blocky fonts over various objects. Formally known as "Sections of a Joint" by Know Your Meme, this meme format is an easy way to promote your brand through honest self-deprecating jokes.
In this article, you'll learn about the origins of this meme, best/worst case examples, and quick tips for how you can most successfully put your spin on this superstar format.
Origins of The Meme
The "Sections of a Joint" meme format was spawned by Twitter user @jzux on April 15, 2021. The original meme contained an image of a joint with a large bracket that read, "all my friends hate me they think i'm annoying and weird and i'll never be loved unconditionally." A small bracket also read, "a demon is coming to kill me." The viral tweet amassed 230.2K likes, 22.5K retweets, and 4,656 quote tweets, and a plethora of now equally viral spin-offs in the subsequent Twitter thread.
This meme quickly spread to other social media platforms, such as Reddit and Instagram, where it was picked up by brands such as Bud Light, Natural Light, Fenty Beauty, and more.
Good Use Case
One of the best branded takes on the "Sections" meme comes from Natural Light. Using this meme to promote Naturdays Frozen Icicles (aka boozy popsicles), the famous beer company poked fun at the drunk tendencies of its predominantly male audience.
In a laugh-packed slideshow, the creators of this meme joked about the loneliness, ingenuity, goofiness, and brotherly love men experience while hammered, all in good taste. Overall, this is a massive win for the Naturdays product line and a great, easy social media promo.
Bad Use Case - What to Avoid
On the flip side, one of the most unfortunate examples of this meme format going to brands comes from Natural Light's competitor, Bud Light. This beer company's take fails because of improper usage of the format and an overly pushy narrative.
The "Sections" meme works when brands use it to shed light on highly relatable feelings or experiences that are not often spoken about. Bud Light's spin-off is almost entirely the opposite. The largest text reads, "a stimmy but with beer in it." Instead of making a joke about what men might do with their stimulus checks or while they're drinking Bud Light, the brand tries to force their "stimmy" down our throats (forcing things down people's throats generally isn't a good idea, even if it's Bud Light).
In a space with little room for error, like meme marketing, brands should always strive to use meme formats properly and avoid being pushy with their promotions. The Bud Light Twitter page did much better than the Instagram, using the format in a more lighthearted and relatable way.
To make the best "Sections of a Joint" memes, social media marketers should remember three things: be creative, add to the story, and don't oversell your product. Consistently, the memes audiences share the most have an instantly recognizable premise that nobody has seen yet. This typically means cross-referencing another trend or being the first to talk about a shared experience.
Whatever you do, keep it sweet and snappy — people should understand your meme immediately — and most importantly, please don’t force your product down anybody’s throat.