I think viral videos and memes should be kept separate to the extent that it is possible. Some memes are built from the ground up, like the ones that start on 4chan (THEN WHO WAS PHONE?). Others are unassuming videos that go viral. They seem to be different beasts. It seems many of the unconfirmed memes are videos that are contagious, but not viral.
The Way iShowSpeed Purses His Lips In His 'Phone GIF' Is More Expressive Than Any Emoji Could Ever Be