If you’re on Twitter, chances are you’ve seen a picture of a dog with instructions to look closely at its nose. The meme seems to have originated with a Tweet from Daniel Alexander. It’s simple: zoom in on the dog’s nose, which has a snippet of text that’s hard to see until you look closely. The text gives you directions to look in another part of the picture, leading you to a short message.

Zoom in on the dog’s nose reminds me a bit of 2013’s Doge meme, another meme that used mixed cute dogs and cheeky wordplay. Alexander created several additional images, which have begun to spread across Twitter.

Since that first tweet, there have been a number of imitators, some snarkier than others.