You’ve seen them. Everyone has. One side shows a scrappy, pixelated image from 2012, and the other is a high-definition glow-up from yesterday. Or maybe it’s a "How it started vs. How it’s going" post where the "after" is a literal dumpster fire.
Before and after memes are the backbone of modern internet storytelling. They work because they’re fast. You don’t need to read a 500-word caption to understand that someone’s life changed, or that a video game remake looks incredible, or that a celebrity has had "work" done. The visual contrast does the heavy lifting.
Honestly, the format is basically a digital shorthand for the passage of time. It’s a way for us to process change without the fluff. We’re obsessed with progress—and even more obsessed with the lack of it.
The Evolution of the Before and After Format
This didn't start with Twitter or TikTok. Not even close. If you want to get technical, the "before and after" trope has been a staple of weight loss advertisements and home renovation shows for decades. Think about those grainy black-and-white photos of unhappy people next to a vibrant, smiling version of themselves after using a specific product. That’s the DNA.
But the internet broke the mold.
In the early 2010s, we had the "Glow Up" challenge. It was earnest. It was about puberty doing its thing. Then things got weird. We moved into the "2009 vs. 2019" challenge, which was a massive data-mining conspiracy theory according to some tech skeptics, but for most people, it was just a way to cringe at their old haircuts.
The most significant shift happened when the format turned ironic. Instead of showing actual improvement, people started using before and after memes to highlight the crushing weight of reality. A "before" photo might be a fresh-faced college freshman, while the "after" is a tired office worker clutching a lukewarm coffee. It’s relatable because it’s a little bit sad.
Why Our Brains Love the Contrast
There’s actual science behind why you can’t stop scrolling through these. The human brain is wired to detect differences. It’s a survival mechanism. When we see a "before" and an "after" side-by-side, our prefrontal cortex goes into overdrive trying to map the changes.
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Psychologists often talk about "social comparison theory." We look at others to figure out where we stand. When we see a celebrity before and after meme, it humanizes them. It shows they weren't always perfect. Conversely, when we see a "failed" before and after—like a DIY cake project gone wrong—it makes us feel better about our own shortcomings. It’s a weirdly effective ego boost.
The Most Famous Categories of Before and After Memes
You can't talk about this without mentioning the heavy hitters.
1. The Cinematic Remake. Gaming is huge for this. Whenever a studio announces a remaster, the first thing fans do is pull a screen grab from the 1998 original and put it next to the 4K ray-traced 2026 version. It’s a testament to technology. But it’s also a point of contention. Sometimes the "before" had more soul, and the "after" feels sterile.
2. The Relationship Arc. "How it started / How it’s going" became the definitive pandemic meme. It usually started with a DM or a shy "hello" and ended with a wedding photo or a baby. Or, in the humor-driven versions, it started with a cute date and ended with both people sitting on the couch in matching sweatpants, staring at their phones.
3. The Lifestyle Reality Check. These are the most brutal. They compare the expectations of an event (the "before" plan) with the chaotic reality (the "after" mess).
- Before: A pristine white kitchen.
- After: A kitchen covered in flour because someone tried to bake sourdough for the first time.
4. The Celebrity Transformation. This is the "celebs" category bread and butter. It’s not just about aging; it’s about the "Instagram Face" phenomenon. We see the evolution of the Kardashian-Jenner look, which has sparked thousands of discussions about cosmetic surgery trends and the "uncanny valley."
The "How It Started" vs. "How It’s Going" Explosion
In 2020, this specific variation took over. It was a rare moment where a meme format became a global diary. Because everyone was stuck inside, the "after" wasn't a destination; it was a state of being.
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According to Twitter’s own data from that era, the phrase "How it started" was used millions of times. It wasn't just a meme; it was a way to track the collective mental health of the internet. Some were heartwarming—people showing off the businesses they started in lockdown. Others were hilarious, showing the "before" of a clean house and the "after" of a home office that looked like a crime scene.
The "Swole Doge vs. Cheems" Nuance
One of the most complex versions of the before and after memes is the "Swole Doge vs. Cheems" format. It’s a comparison of eras.
Swole Doge (the muscular Shiba Inu) represents the "before"—usually a historical period where people were supposedly tougher or things were simpler. Cheems (the small, crying Shiba Inu) is the "after," representing the perceived weakness or complexity of modern life. It’s a bit of a "back in my day" trope, but wrapped in layers of irony. It’s fascinating because it uses two different characters to represent a single timeline. It proves that the "before and after" doesn't even need to be the same person or thing to convey the message of change.
Misconceptions and the Fake "After"
We have to talk about the dark side. Fake before and afters are everywhere.
In the health and fitness world, influencers have been caught "faking" progress by changing their lighting, sucking in their stomach, or wearing different colored leggings. This has led to a counter-movement: the "Social Media vs. Reality" meme. These are before and after memes that happen in the same five-minute window.
- Photo 1: Posed, filtered, perfect.
- Photo 2: Relaxed, unedited, human.
These are arguably more important than the traditional versions because they break the illusion of constant improvement. They remind us that the "after" we see online is often just a carefully curated "during."
The Technology Behind the Meme
Creating these has never been easier. Ten years ago, you needed Photoshop. Now? You’ve got Layout by Instagram, Canva, and even built-in "sticker" features on TikTok.
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Generative AI is the newest player. We’re starting to see "Before and After" memes where the "after" doesn't even exist. People are using AI to see what they might look like in 50 years, or what a city would look like if it were reclaimed by nature. This shifts the meme from a record of history to a projection of the future. It’s a little eerie, honestly.
How to Make a Before and After Meme That Actually Hits
If you’re looking to post one that actually gets engagement, you need more than just two pictures.
First, the contrast has to be extreme. Subtle changes don't perform well. If you’re showing a room renovation, don't just show it painted a slightly different shade of beige. Show the "before" with peeling wallpaper and the "after" with a mid-century modern overhaul.
Second, timing is everything. Use the format to comment on a current event. When a new tech product drops and it looks exactly like the old one, that’s a "before and after" waiting to happen.
Third, lean into the relatability. People love to see that they aren't the only ones who haven't quite "figured it out." A before and after where you look exactly the same—but maybe a little more tired—is a guaranteed winner in the "lifestyle" space.
Actionable Next Steps for Content Creators
- Audit your old content: Look for "then vs. now" opportunities. Your audience loves a retrospective.
- Use the 5-second rule: If a viewer can't understand the difference between your "before" and "after" in five seconds, the meme is too complex.
- Check the lighting: If you're doing a real-life comparison, keep the "before" and "after" lighting similar so people don't think you're faking the results.
- Cross-platform adaptation: What works as a side-by-side image on Instagram should be a "transition" video on TikTok.
- Monitor the trends: Keep an eye on "X vs. Y" formats on X (formerly Twitter). They usually dictate what will be popular on other platforms three days later.
The reality is that before and after memes aren't going anywhere. They are the ultimate storytelling tool for a generation with a short attention span. They provide a sense of closure or a much-needed laugh at the absurdity of time. Whether you're tracking your fitness journey or just making fun of how much your cat has grown, you're participating in a global visual language that everyone speaks.