For the most part, memes are spread on social media. What happens is that a particular piece of content will be shared by a small group, the social media connections of that group will mimic the original group and share the content with their own network. Over time, the most popular memes can reach massive audiences. For example, the video for Gangnam Style by Psy has been viewed over 2 billion times on YouTube. However, most memes achieve much more modest results.