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Big brands usually take their ad campaigns very seriously. But sometimes they don’t. In their latest attempt to win over the coveted Generation Z, companies from Uber to Netflix are laughing at themselves in sponsored memes, or funny vignettes, on Instagram. 

Meme accounts are a way for brands to reach a powerful audience that doesn’t consume media in the same way their parents and grandparents did. Gen Z, roughly between the ages of 7 and 22,  is the biggest consumer cohort globally, with spending power to the tune of more than $143 billion in the U.S. alone. And while Instagram remains the most popular social platform among teenagers, Dino said meme accounts are one of the fastest growing parts of Instagram.