Social media has enabled people to share content with a click, but why do certain videos and news stories spread across the web? Canvas8 spoke with Jonah Berger, author ofContagious: Why Things Catch On,to understand online virality and the ways our digital spaces affect the content we consume.

What makes content shareable? Why would someone share a video campaign on Facebook? Or tweet about a brand? Marketing professor Dr. Zoey Chen, who co-authored a paper with Jonah Berger, sat down with Canvas8 to explain how the way we discover content online affects the way we share it.

Netflix has decided to use the internet’s musings about a viral photo of Rihanna and Lupita Nyong’o as the premise for a film. With the meme community able to will content into existence, major players in the film industry are taking requests from the masses.

What do Drake, Pharrell Williams and Carly Rae Jepsen have in common? Plenty, actually. But in this context, their most profound similarity is their success in releasing singles that have transcended catchiness to be co-opted by fans, becoming memes in their own right.