Online platform Imgur is rapidly evolving from a simple image host to a huge and highly sociable user community – and brands are taking notice. But how will Imgurians respond to brands engaging with them on their own turf?

With a lighthearted tone that appeals to Millennials looking for a bit of light relief – and something funny to share on Facebook – BuzzFeed has nailed a formula that's got everyone talking.

The internet 'meme' is a culmination of sharing, interaction and visuals, with its easy replication opening new communication channels between internet users. But how can brands gain access to these channels?

In a highly controversial move, IKEA photoshopped several women from its Saudi Arabian catalogue. As part of the resulting debate on cultural sensitivity and sexism, an internet meme replaces women in various photographs with IKEA furniture.