But now those costumes feel played out, and many people putting together a Halloween ensemble don’t just need a costume, they need a concept — and a current one. Which is to say, they need a meme.

Internet meme costumes work on several levels. Since memes often revolve around social commentary, they give people an opportunity to express their views, like last year’s Binders Full of Women. When they’re timely — like the recent Overly Suave IT Guy – they can help demonstrate that you’re au courant with the internet. And they’re also a way to celebrate web-specific celebs, like the difficult-to-impress McKayla Maroney or ecstatic Double Rainbow guy.