Five days before April 20, a meme about a joint began trending.
The original tweet came from @jzux, who used a simple image of a joint to measure paranoia.
The tweet received 230.6K likes and a new meme format.
Mom is definitely gonna find out.
Within those few days, the joint meme spiraled out of control.
It became a cross-platform phenomenon, jumping from Twitter over to Instagram and Facebook. The original context even evolved, something that only happens with the best memes.