People need a laugh. A meme can connect (you get me) by sharing a pain point and convey your value quickly, and spark enough curiosity to learn more. But AUTHENTICITY is key. If you miss the mark w/ the joke or overplay the 'advertising' angle (i.e. overly corporate branding your meme), you can turn off your audience instead.
I don't use meme myself. But I always pay attention to them, because they usually evoke positive emotions. And this is very important in promoting a brand.
I think they are great. As long as they are created with the right niche in mind, it's an effective way of grabbing people's attention and getting your message across in a humorous and digestible way!
They work absolutely well because they are not boring or educational and they add a new twist to the audience because they're easily Understandable even by people who Might not know anything about the topic!
Revup