Know Your Meme has become the internet’s definitive resource for understanding viral content, like a Wikipedia-style database that documents memes, their origins, and how they spread online. Know Your Meme is a website that explains internet trends, from viral videos and memes to catchphrases and online personalities.
The site features detailed entries with images, videos, and text explanations that break down each meme’s history, allowing users to submit new entries and edit existing ones to create a comprehensive record of internet culture.
So, what exactly is Know Your Meme, how did it start, and why does it remain relevant today? Here’s what you need to know about the internet’s most trusted meme encyclopedia.
What Is Know Your Meme?
Know Your Meme is a website and video series that documents internet memes and viral trends. It’s structured like an encyclopedia, with each entry containing images, explanatory text, and often videos detailing a meme’s origin and evolution.
The site uses wiki software that allows users to submit new memes and edit existing entries, creating a community-driven database of internet jokes, viral videos, image macros, catchphrases, and internet celebrities.
Journalists frequently cite Know Your Meme in articles about internet culture, with some calling it the “Encyclopedia Britannica of memes” due to its comprehensive and well-researched entries.
Where Did Know Your Meme Come From?
Know Your Meme began in late 2007 as a segment on Rocketboom, an internet video show. The concept was created when Rocketboom producer Kenyatta Cheese and CEO Andrew Baron noticed companies using meme images in advertisements without crediting their origins.
During a 2007 brainstorming meeting, Kenyatta Cheese suggested “Know Your Meme” as a segment idea. On September 4, 2007, Rocketboom aired the first episode featuring host Joanne Colan wearing a lab coat and presenting as a “meme expert.”
The original team called themselves the “Rocketboom Entity for Internet Studies” and included Kenyatta Cheese, Elspeth Rountree, Jamie Wilkinson, and Andrew Baron. These early episodes covered classic memes like “LOLcats” and “Numa Numa.”
Jamie Wilkinson had already been building a private database of memes from forums and blogs, which became the foundation for a full website launched in 2008. By 2010, KnowYourMeme.com had thousands of entries and had become more popular than the original video series.
In 2011, Andrew Baron sold Know Your Meme to the Cheezburger Network for a seven-figure sum. Cheezburger was later acquired by Literally Media in 2016, which continues to operate the site today.
How Did Know Your Meme Become Popular?
Know Your Meme didn’t “go viral” in the traditional sense. Instead, its audience grew steadily alongside the explosion of meme culture online.
As internet memes became mainstream, Know Your Meme positioned itself as the authoritative source for explanations. When people encountered unfamiliar memes on Reddit or Twitter, they would link to Know Your Meme pages for context.
Major media recognition helped cement KYM’s reputation. The Wall Street Journal and The Daily Dot described it as the “Britannica of memes,” while Time Magazine named the KYM web series one of the “50 Best Websites” of 2009.
By 2017, the site contained over 2,700 confirmed meme entries, and the phrase “KYM it” became shorthand in online communities for looking up a meme’s origin.
Why Do People Use Know Your Meme?
Know Your Meme fills a genuine need: people want to understand internet jokes, not just see them. The site provides context and history, transforming random internet content into documented cultural phenomena.
This approach appeals to casual internet users who want to get the joke, journalists covering online trends, and researchers studying digital culture. The site’s format, concise entries with visual examples, matches how people naturally consume meme content.
KYM has built credibility through its moderation system. Entries can be edited by users but are reviewed by moderators, maintaining quality while avoiding misinformation. This trustworthiness is why both academics and media outlets cite KYM as an authoritative source.
For younger generations who grew up online, KYM serves as a community library of shared experiences, while older internet users use it to catch up on trends they might have missed.
How Has Know Your Meme Changed Over Time?
Since its launch, Know Your Meme has undergone significant changes. The initial database in 2008 expanded to include photo galleries for each entry, and by 2010, video galleries were added.
In 2024, the site introduced a major redesign with a modernized user interface. This update sparked debate among long-time users, with some feeling it was too corporate and others appreciating the cleaner look.
The concept of “explaining memes” has inspired many similar formats across platforms. YouTube channels like “Behind The Meme” (which gained 600,000 subscribers within six months) and “Meme Review” on PewDiePie’s channel adopted the format of breaking down meme origins.
What Impact Has Know Your Meme Had On Internet Culture?
Know Your Meme has made a significant mark on both internet and mainstream culture. Major publications like The Wall Street Journal have described it as the “Encyclopedia Britannica” of internet memes, and Time Magazine included it in their “50 Best Websites” list in 2009.
The site has received formal recognition, winning a Streamy Award in 2010 and a Webby in 2012 for its cultural blog. In 2014, the Library of Congress added KYM to its Web Archiving Program, acknowledging its importance in preserving internet history.
KYM has even influenced political discourse. During Australia’s 2016 federal election, an analyst on ABC’s Insiders program cited the site to explain “dank memes” in the context of political campaigning.
Is Know Your Meme Still Active Today?
Know Your Meme remains active and regularly updated in 2025. The main platform at knowyourmeme.com continues to document new memes as they emerge from platforms like TikTok, Twitter, and Reddit.
While the site is in English and particularly popular in English-speaking countries, its audience is global. Beyond the website, Know Your Meme maintains an active presence on YouTube, Twitter, and Facebook (where it has 1.8 million followers).
The site also has forums where users discuss emerging memes and share observations. On Reddit, the r/KnowYourMeme community has thousands of members tracking new viral content.
In recent months, KYM has continued to add dozens of new entries covering everything from TikTok trends to emerging image formats, demonstrating its ongoing relevance in documenting internet culture.
Who Runs Know Your Meme?
The original Know Your Meme team consisted of Kenyatta Cheese, Elspeth Rountree, Jamie Wilkinson, and Rocketboom CEO Andrew Baron. After the 2011 sale, most of the original team moved on, and new leadership took over.
Don Caldwell became a prominent figure as editor-in-chief. By 2019, the editorial team included seven editors (Don Caldwell, Adam Downer, Matt Schimkowitz, Briana Milman, Sophie Dickinson, and Philipp Kachalin) plus developer Mike Schwab.
Today, Know Your Meme is owned by Literally Media Ltd through its acquisition of Cheezburger. The site relies heavily on its community of moderators and volunteer contributors who help identify and document new memes.
While not celebrities, these staff members are respected in internet culture circles, with Don Caldwell occasionally giving interviews about meme trends and the evolution of internet culture.
What’s Next For Know Your Meme?
As meme culture continues to evolve, Know Your Meme is positioned to remain relevant by adapting to new formats and platforms. The 2024 redesign demonstrates the site’s commitment to staying current.
We’ll likely see KYM increase its coverage of content from TikTok, Instagram, and Discord, where many memes now originate. The site might also develop new tools for embedding and displaying these formats.
Know Your Meme has already shown willingness to document emerging trends, including covering the sale of the Doge meme NFT in 2021, suggesting it will continue to track how memes evolve in the digital economy.
Lessons in Meme Culture (lessonsinmemeculture.com) is a related site/channel that also breaks down meme history and commentary. Much like Know Your Meme,
Timeline Of Know Your Meme’s Development
- September 4, 2007: First “Know Your Meme” segment airs on Rocketboom
- Late 2008: Full Know Your Meme website launches with a wiki-style database
- 2009: Time Magazine names KYM one of the “50 Best Websites”
- 2010: KYM wins a Streamy Award; site becomes more popular than the video series
- 2011: Andrew Baron sells Know Your Meme to Cheezburger Network for seven figures
- 2012: Site wins a Webby Award for its cultural blog
- 2014: Library of Congress adds KYM to its Web Archiving Program
- 2016: Literally Media acquires Cheezburger Network, including KYM
- 2017: Site reaches over 2,700 confirmed meme entries
- 2024: Major site redesign launches with mixed user reception
- 2025: KYM continues as the primary resource for meme documentation
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