How to use memes in B2B social media with Ilan Fisher

In this episode, learn how memes fit into B2B social with Ilan Fisher, one of B2B Social’s Rising 30. Discover when to post, spot trends early, and win leadership buy-in.

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Episode Summary

“If you see a meme on LinkedIn…it’s probably already too late.”

If you’ve ever wondered how memes fit into a serious B2B social strategy, or if they even should, this episode is your crash course. Joining us is Ilan Fisher, Digital Content & Global Media Manager at Team8 and one of B2B Social’s Rising 30 Stars for 2025. With a background that spans politics, tech, and startup growth, Ilan has a unique perspective on blending culture with content.

From spotting trends before they hit the mainstream to deciding if a meme aligns with your brand’s goals and risk tolerance, Ilan shares the exact tactics he uses to keep content fresh and relevant. He walks us through his four go-to sources for early meme discovery (spoiler: LinkedIn isn’t one of them), explains how to “wink” at trends without going all-in, and reveals the golden rule for knowing when you’ve missed the moment.

We also get into the art of securing leadership buy-in for edgier content, the nuances of tailoring humor across platforms, and why sometimes posting a meme three months late is actually genius. Whether you’re just dipping your toes into meme marketing or already have a folder full of saved templates, this episode will have you rethinking your content calendar, and maybe even your approval workflows.

Hot Topics:

The four best places to spot trending memes early
How to decide if a meme is worth the risk for your brand
The “three-day rule” for posting memes (and when to break it)
Tips for getting leadership on board with bold, cultural content

Meet Ilan

Ilan Fisher is the Digital Content and Global Media Manager at Team8.

Prior to Team8, Ilan worked at multiple growth startups consulting with executives on cultivating their digital presence and media strategy. At Cyabra, Ilan notably led the announcement and distribution of the company’s involvement in Elon Musk’s acquisition of Twitter.

Ilan also established a number of sales and marketing teams at digital accessibility startup AccessiBe. As the NonProfit Partnership Team Lead, Ilan’s team managed strategic content and media partnerships with over 500 different disability-focused nonprofits including The Special Olympics.

Throughout Ilan’s career in the private and public sectors, his commentary and research has been featured in CNN, the Washington Post, The New York Times, BBC, and others.

Ilan holds a Bsc in International Politics from the City University of London and Rutgers University and is about to pursue an MBA from Reichman University.

B2B Social’s Rising 30

Ilan Fisher was crowned one of B2B Social’s Rising 30, the list celebrating standout voices shaping the future of B2B social media through their personal brands on LinkedIn.

Ilan has a knack for making complex topics like venture, cybersecurity, and executive thought leadership feel sharp, relevant, and fun. One post might give you a thoughtful recap of a high-profile industry event, the next a playful nod to company culture, all delivered with clarity, personality, and just the right wink to keep you reading.

Want to see why Ilan and 29 others made the list? Learn more about the full B2B Social’s Rising 30 Class of 2025.

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Frequently Asked Questions

How can B2B brands strategically incorporate memes into their social media content?

B2B brands can integrate memes effectively by ensuring they align with core brand goals and risk tolerance. The key is to spot trends early using specific, non-traditional B2B sources, rather than waiting for memes to hit mainstream platforms like LinkedIn, which ensures content remains fresh and relevant.

What methods are effective for discovering trending memes before they become saturated in B2B professional spaces?

To discover trending memes early, B2B marketers should look beyond typical professional platforms. Experts recommend utilizing specific 'go-to sources' for early detection, enabling brands to subtly acknowledge trends and maintain content relevance without appearing late to the conversation.

What are the best practices for gaining leadership approval for using cultural content, such as memes, in B2B marketing?

Securing leadership buy-in for bold or humorous B2B content involves demonstrating its strategic value and understanding the brand's risk appetite. Presenting how cultural content can enhance engagement and relevance, while still aligning with overall business objectives, is crucial for approval.

How should B2B marketers evaluate the suitability and potential risks of a meme for their brand's content strategy?

B2B marketers must rigorously assess if a meme aligns with their brand's specific goals and risk tolerance. This involves a careful consideration of the meme's message, its potential reception by the target audience, and whether it authentically reflects the brand's voice without trivializing serious topics.

What is the optimal timing for posting a trending meme in a B2B social media strategy, and are there strategic exceptions?

A common guideline suggests that if a meme is already widely visible on professional platforms like LinkedIn, it might be too late to post for maximum impact. However, strategic exceptions exist; sometimes, deliberately posting a meme significantly later can be a 'genius' move, depending on the nuanced intent and context for the B2B audience.

Seizing the memes of production: How to use memes in B2B social