The possibility and effectiveness of using memes as a pedagogical tool is considers in the article. The authors justify the feasibility of using memes in the educational process through the prism of such factors as: emotional involvement, relevance, ease of perception, visual component, social character. On the basis of theoretical analysis and the own survey, the authors prove the positive attitude of modern education seekers towards such a phenomenon as «meme», which enables its use in the educational process. The article also provides examples of the use of memes in teaching media literacy.