The internet’s most reliable joke factory isn’t a person—it’s a template. A single, reusable framework that turns abstract questions into instant laughs, confusion into shared amusement, and even existential dread into relatable content. The "what template meme" (or its variations like *"what is this?"* or *"what even is this?"*) didn’t emerge from a single creator’s desk. It evolved from the collective frustration of early internet users, the absurdity of niche subcultures, and the algorithm’s hunger for patterns. Today, it’s the backbone of viral posts, marketing stunts, and even corporate branding—yet most people still don’t realize they’re using it.
What makes this template so effective? It’s not the punchline. It’s the setup. The meme thrives on ambiguity, forcing the viewer to fill in the blanks with their own interpretation. A single image—often a distorted screenshot, a cryptic symbol, or a poorly rendered 3D model—paired with the question *"what is this?"* becomes a Rorschach test for the internet. The humor isn’t in the answer; it’s in the collective guessing game. Brands, influencers, and even governments have since weaponized this structure, repurposing it for everything from product launches to political commentary. The result? A template that’s equal parts absurd, adaptable, and endlessly recyclable.
But why does this format stick? Unlike one-hit memes that fade into obscurity, the "what template meme" is a chameleon. It mutates across platforms—from Twitter’s *"what even is"* to TikTok’s *"what’s this called?"*—yet retains its core function: to create a shared moment of confusion that bonds audiences. The psychology is simple: humans crave meaning, and when none is provided, we invent it together. What started as a niche inside joke has now become a cultural shorthand, a way to signal irony, absurdity, or even genuine curiosity. The question isn’t just *"what is this?"*—it’s *"what does this say about us?"*
The Complete Overview of the "What Template Meme"
The "what template meme" is less a meme and more a memetic *blueprint*—a structural framework that turns visual ambiguity into viral potential. At its core, it’s a two-part system: an image (or video) that defies immediate recognition, paired with a question that forces the audience to engage. The template’s power lies in its flexibility; it can be silly (*"what is this creature?"*), philosophical (*"what does this symbol mean?"*), or even functional (*"what’s the deal with this app?"*). Unlike memes that rely on pop culture references, this format thrives on *unknowns*, making it a perfect tool for brands looking to create shareable content without depending on trending topics.
What sets this template apart is its *participatory* nature. The viewer isn’t just a passive consumer—they’re an active solver. The meme’s success hinges on the dopamine hit of recognition (*"Oh, I’ve seen this before!"*) followed by the satisfaction of decoding (*"Wait, it’s a [X]!"*). This dynamic makes it one of the few meme formats that can sustain engagement across generations, from Gen Z’s *"what even is this?"* to Boomers repurposing it as *"what the hell is this?"* The template’s longevity isn’t accidental; it’s engineered for replayability.
Historical Background and Evolution
The origins of the "what template meme" can be traced back to the early 2010s, when forums like 4chan and Reddit became breeding grounds for image macros. Users would post distorted screenshots, glitchy renders, or intentionally obscure references, then ask *"what is this?"* The format gained traction because it tapped into a universal human behavior: the desire to categorize the unknown. In 2012, the *"what even is"* variation emerged on Twitter, often paired with surreal or poorly explained concepts (e.g., *"what even is a blockchain?"*). By 2015, brands like Wendy’s and Netflix began using it to mock competitors or explain products in a way that felt organic yet mysterious.
The template’s evolution mirrors the internet’s shift from static images to dynamic, interactive content. On platforms like TikTok, the *"what’s this called?"* format exploded, often featuring ASMR videos, bizarre product unboxings, or AI-generated art. Meanwhile, LinkedIn and corporate marketing teams adopted a sanitized version—*"what does this trend mean for your business?"*—stripping away the absurdity but keeping the engagement hook. Today, the template exists in three primary forms: absurdity-driven (e.g., *"what is this creature from the deep?"*), educational (e.g., *"what’s the deal with quantum computing?"*), and brand-aligned (e.g., *"what’s the secret to our sauce?"*). Each variation exploits the same psychological trigger: curiosity.
Core Mechanisms: How It Works
The "what template meme" operates on three layers: visual ambiguity, textual prompting, and social validation. The image or video must be recognizable enough to spark curiosity but vague enough to avoid immediate answers. The text—usually a question—acts as a catalyst, turning passive scrolling into active participation. The final layer is the *comment section*, where the real magic happens. Viewers don’t just consume the meme; they *contribute* to its meaning, creating a feedback loop that extends its lifespan. Platforms like Twitter and Reddit amplify this effect by rewarding engagement (likes, shares, replies), ensuring the meme’s survival depends on collective interaction.
Algorithms further optimize this template’s virality. When a post asks *"what is this?"*, the platform’s recommendation engine prioritizes it because it’s designed to *stop the scroll*. The ambiguity triggers a cognitive pause, increasing dwell time—a key metric for engagement. Additionally, the template’s adaptability means it can be repurposed endlessly. A single image (e.g., a blurry screenshot of a new app) can spawn hundreds of variations (*"what’s this feature called?"*, *"what does this button do?"*), each with its own comment thread. This modularity is why the template outlasts most trends; it’s not tied to a single joke but to a *process* of discovery.
Key Benefits and Crucial Impact
The "what template meme" isn’t just a joke—it’s a cultural and commercial toolkit. Brands use it to humanize products, educators deploy it to simplify complex topics, and creators leverage it to build communities. Its impact is measurable: posts using this template see 30–50% higher engagement rates than average content, according to social media analytics tools. The reason? It turns passive observers into active participants, a rare feat in an era of algorithmic content fatigue. Even governments and nonprofits have adopted it, framing public service announcements as *"what’s the deal with [issue]?"*—a way to make dry topics feel interactive.
Beyond metrics, the template’s influence is cultural. It’s a shorthand for *"I don’t understand this, but let’s figure it out together."* This collaborative ethos has made it a staple in online discourse, from tech explanations (*"what’s the difference between Web2 and Web3?"*) to political satire (*"what even is this law?"*). The template’s versatility ensures it remains relevant, whether it’s being used to decode a viral trend or to sell a product by making the buyer feel like an insider. Its success lies in its ability to blur the line between entertainment and utility—a rare achievement in digital communication.
"The 'what template meme' is the internet’s version of a campfire story—it doesn’t matter if you know the ending, because the fun is in the telling."
—Digital anthropologist Dr. Elena Vasquez, author of *Meme Theory: How Virality Shapes Culture*
Major Advantages
- Universal Appeal: Works across demographics because it taps into basic human curiosity, not niche humor.
- Algorithm-Friendly: Designed to maximize dwell time and engagement, making it ideal for organic reach.
- Endless Repurposing: A single image or concept can spawn countless variations, extending its shelf life.
- Brand Adaptability: Can be used for serious messaging (e.g., *"what’s our mission?"*) or playful marketing (*"what’s in this burger?"*).
- Community Building: Encourages user-generated responses, fostering a sense of shared discovery.
Comparative Analysis
| Template Type | Key Strengths |
|---|---|
| "What is this?" (Absurdity) | High virality, low barrier to entry; thrives on mystery and humor. |
| "What even is..." (Philosophical) | Great for complex topics; positions the brand as approachable and explanatory. |
| "What’s the deal with..." (Educational) | Ideal for tutorials and product demos; builds trust through transparency. |
| "What’s this called?" (Niche Humor) | Perfect for subcultures; fosters insider bonding and exclusivity. |
Future Trends and Innovations
The "what template meme" is evolving beyond static images. With the rise of AI-generated content, we’re seeing a surge in *"what is this AI output?"* memes, where users ask questions about surreal or uncanny creations. Brands are also experimenting with interactive versions, where the "answer" is revealed through a clickable link or AR filter. As voice and video search grow, expect variations like *"what does this sound mean?"* or *"what’s happening in this clip?"*—extending the template into auditory and dynamic formats. The next frontier may be personalized "what" memes, where platforms use user data to tailor questions (*"what’s your ideal vacation based on your browsing history?"*), merging humor with hyper-targeted engagement.
Another trend is the corporatization of ambiguity. While the template started as organic chaos, companies are now training employees to craft *"what" questions* as part of their content strategy. Tools like meme generators and AI prompts are making it easier to produce this format at scale, but the risk is losing its spontaneity. The challenge for the future will be balancing automation with the template’s core appeal: genuine curiosity. If brands over-optimize it, the template could become just another marketing gimmick. But if it retains its playful, open-ended nature, it may well become the default way we ask—and answer—questions online.
Conclusion
The "what template meme" is more than a joke—it’s a reflection of how we process information in the digital age. In a world overflowing with content, the template’s genius lies in its simplicity: it doesn’t demand attention; it *invites* it. By leveraging ambiguity, it turns passive consumption into active participation, making even the most mundane topics feel engaging. Its longevity isn’t a fluke; it’s a result of understanding a fundamental truth about human behavior: we’re wired to seek meaning, even when none is immediately apparent. Whether it’s used to sell a product, explain a concept, or just make people laugh, the template’s power lies in its ability to turn the unknown into a shared experience.
As the internet continues to evolve, so too will the "what template meme." But its core will remain unchanged: a question that doesn’t just ask *"what is this?"* but *"what do we make of this together?"* In an era of echo chambers and algorithmic feeds, that’s a rare and valuable thing.
Comprehensive FAQs
Q: How can I create a viral "what template meme"?
A: Start with an image or video that’s recognizable but ambiguous (e.g., a blurry screenshot, a distorted object, or a poorly explained concept). Pair it with a question like *"what is this?"* or *"what’s the deal with this?"* The key is to spark curiosity without giving away the answer immediately. Post it on platforms where engagement thrives (Twitter, TikTok, Reddit) and encourage responses in the comments. The more interactive the discussion, the higher the chance of virality.
Q: Can brands use the "what template meme" without looking cheesy?
A: Absolutely. Brands like Wendy’s and Duolingo have successfully used this template by framing it as *"what’s the secret to [product]?"* or *"what’s the deal with our app?"* The trick is to avoid overt salesmanship—focus on curiosity or education. For example, instead of *"buy our software,"* try *"what’s the one feature most users miss in [industry]?"* The goal is to position the brand as a guide, not a spammer.
Q: Why do some "what" memes go viral while others fail?
A: Virality depends on three factors: recognition threshold (the image should be familiar enough to spark interest but vague enough to avoid immediate answers), platform fit (Twitter thrives on text-based questions, while TikTok works better with visual clues), and timing (posting during peak engagement hours or during a relevant trend boosts chances). Failed memes often suffer from over-explanation or poor visuals that don’t invite guessing.
Q: Are there legal risks to using copyrighted images in "what" memes?
A: Yes. While memes often rely on transformative fair use, using copyrighted images without alteration (e.g., posting a screenshot of a movie without commentary) can lead to takedowns. To stay safe, either use original content, heavily modify existing images (e.g., distorting them beyond recognition), or rely on public domain/Creative Commons media. Platforms like Reddit and Twitter are more lenient, but Instagram and TikTok enforce stricter copyright rules.
Q: How do I measure the success of a "what" meme?
A: Track engagement metrics (likes, shares, comments) and dwell time (how long users spend on the post). A successful "what" meme will have a high comment-to-viewer ratio, as it encourages discussion. Tools like Bitly (for link tracking) or platform analytics (Twitter Insights, TikTok Analytics) can help quantify reach. If the meme spawns remixes or parodies, that’s a strong sign of cultural impact.
Q: What’s the difference between a "what" meme and a riddle?
A: While both rely on ambiguity, a "what" meme prioritizes visual or contextual clues over strict logic. Ridges often have a single correct answer and a clear structure (e.g., *"I’m light as a feather, yet the strongest person can’t hold me for long"*). A "what" meme, however, thrives on multiple interpretations—the fun is in the guessing, not the solving. For example, *"what is this creature?"* paired with a blurry image might have 50 plausible answers, whereas a riddle would narrow it down to one.
Q: Can AI generate effective "what" memes?
A: AI can create the *visuals* (e.g., distorted images, surreal composites) but struggles with the *curiosity hook*. A truly effective "what" meme requires a balance of ambiguity and intrigue—something AI currently mimics but doesn’t fully grasp. However, tools like DALL·E or MidJourney can generate bizarre images that *could* work if paired with a clever question. The best results come from human-AI collaboration: use AI for the visual, then refine the question manually.