I have had that same experience, but if I enjoy my own meme, and a few people like it, then I'm happy and I feel justified for the time I spent photoshopping. But for more likes, I think the key to making a popular meme is a simple (funny) idea, and expressing it simply. Often the ideas that I have aren't possible just using the built-in templates, so photoshopping is required. Sometimes I will work on the wording of the meme, and the title, and let a bit of time pass before submitting the meme. If I'm a bit uncertain about the wording, then I wait until it becomes clear. Sometimes I show the meme to my nephew, and he gives me some good suggestions.
