Imagine you’re a millionaire or billionaire with strong political views and a desire to spread those views to the masses. Do you start a think tank in Washington? Funnel millions to a shadowy “super PAC”? Bankroll the campaign of an up-and-coming politician?

For a growing number of deep-pocketed political donors, the answer is much more contemporary: Invest in internet virality.

As TV, radio and newspapers give way to the megaphonic power of social media, today’s donor class is throwing its weight behind a new group of partisan organizations that specialize in creating catchy, highly shareable messages for Facebook, Twitter and other social platforms. Viral media expertise is emerging as a crucial skill for political operatives, and as donors look to replicate the success of the social media sloganeers who helped lift President Trump to victory, they’re seeking out talented meme makers.

You’ve probably seen these groups on your news feed. Some have grandiose-sounding names like Occupy Democrats and The Other 98%. Others, such as Milo Inc., the media outfit built around the alt-right provocateur Milo Yiannopoulos, are outgrowths of a single internet personality. Their output and tone vary, but typically include a steady stream of aggregated links, captioned images and short videos. All of this gets thrust in front of a social media audience, in the hope that something will catch fire, change skeptical minds or incite real-world action.