Internet memes and viral content have become a universal language of online culture. They're easily shareable, often humorous, and can spread rapidly across various platforms.
However, this same virality and cultural resonance make memes an attractive vector for cybercriminals and threat actors.
Anatomy of a meme
Memes are nothing new, and have been around for decades. In fact, a comic published in 1921 followed one of today's most common meme themes: ‘Expectation vs. Reality.’ By definition it could not be called a meme because there was no internet for people to spread it across, but the fact remains that basic humor is still recognizable over 100 years later.
But why is the modern meme so dangerous and why should individuals be on guard?
The main reason is that, unlike memes from 1912, today’s digital landscape allows them to spread rapidly across the internet. Many see them as an innocent diversion to share, but they have become a powerful tool for the modern cybercriminal—an unsuspecting gateway for phishing, misinformation, and social engineering attacks. There is nothing a cybercriminal wants more than something that is self-perpetuating and can go viral, spreading to large numbers of people quickly, and before any threat may be detected.
The Threat: Memes as Malware Carriers
Modern cybercriminals are constantly innovating to evade traditional security measures. Unlike suspicious emails, attachments, or software downloads, memes appear innocent and are widely shared across platforms like X (Twitter), Reddit, Facebook, Instagram, and messaging apps such as WhatsApp. By embedding malicious code within these seemingly harmless images, attackers can bypass security filters and infect victims’ devices.
One notable example occurred in 2018 when security researchers discovered a malware campaign using memes posted on Twitter to communicate with an infected system. The malware extracted commands hidden in the image through a process called steganography, directing the compromised machine to perform malicious activities such as data theft and remote execution of code—all without raising red flags.
How Cybercriminals Exploit Memes
Hackers use various techniques to turn memes into a vehicle for cyberattacks. Some of the most common include:
Social Engineering & Phishing
The humorous and trusted nature of memes are often used to lure victims into clicking malicious links. As humans we tend to let our guard down when it comes to humor. A meme may lead to a phishing site a person may otherwise be suspicious of, and designed to steal login credentials or trick users into downloading malware. Since memes are widely shared, a single compromised post can reach thousands of users quickly.
When it comes to information gathering, memes are great to use against unsuspecting people. If you have spent any time on social media, you have seen the memes that look innocent to the average person, yet set off alarms for those with a security mindset.
This example may seem innocent enough, but clearly it is tailored toward uncovering a password reset question.
Steganography (Hidden Code in Images or Audio Files)
Although the name may sound like it, steganography has nothing to do with dinosaurs, it is actually the practice of hiding text within the bits and bytes of digital images, videos or audio. Under the right conditions, this hidden text can bypass most security controls and malware detection, and can then be reassembled into malware on the victim’s computer. This is an attack that has been spotted recently, but has also been used successfully in the past, and is liable to increase as AI tools are designed for this purpose.
Command-and-Control Communication
Instead of embedding an entire malware payload in a meme, hackers may use images or other data files to send hidden instructions to infected machines. Security researchers have found instances where malware checked a specific social media account for new memes containing encoded attack commands. This method allows cybercriminals to issue remote commands without detection. These attackers are pretty crafty, so we need to stay on our toes.
How to Protect Yourself from Meme-Based Malware
While memes themselves are not inherently dangerous, cybercriminals’ ability to weaponize them means users and organizations must remain vigilant. Here’s how:
Be Cautious of Unexpected Links & Downloads: Avoid downloading images from untrusted sources or clicking on links disguised as memes—especially from unfamiliar websites, social media pages, or email attachments.
Use Advanced Threat Detection Tools: Security solutions with steganography detection capabilities can help identify hidden malware in images. Endpoint protection software and email filtering tools can also reduce exposure to malicious content.
Stay Updated on Cyber Threats: Cybercriminals constantly evolve their tactics. Staying informed about new attack methods, including meme-based threats, can help individuals and organizations stay ahead of cyber risks.
Train Employees and Users on Social Engineering Risks: Many meme-based attacks rely on social engineering. Educate employees and users about the dangers of phishing memes and how attackers use humor as a disguise for malicious intent.
Restrict Untrusted Executables & Scripts: Organizations should implement security policies that prevent unauthorized code execution from suspicious files, including images, to minimize the risk of malware infections.
The Dark Side of Memes: Staying Safe in the Age of Digital Humor
Memes have become an integral part of online culture and can give us a quick laugh when we need one, but as with any widely used digital medium, they are also a target for cybercriminals. The growing use of steganography and social engineering in meme-based attacks underscores the importance of vigilance in the digital age. By staying informed, adopting strong cybersecurity practices, and using advanced security tools, individuals and organizations can enjoy internet humor without falling victim to hidden threats.
In an era where even laughter isn’t always innocent, a little caution can go a long way.
