Viral video#Police misconduct

Videos were shared long before YouTube or even the Internet by word-of-mouth, film festivals, VHS tapes, and even to fill time gaps during the early days of cable.Floorwalker, Mike (26 February 2013). "[http://listverse.com/2013/02/26/10-videos-that-went-viral-before-the-internet/ 10 Videos That Went Viral Before The Internet] {{Webarchive|url=https://web.archive.org/web/20231021172354/https://listverse.com/2013/02/26/10-videos-that-went-viral-before-the-internet/ |date=21 October 2023 }}". ListVerse. Retrieved 28 December 2015. Perhaps the earliest was Reefer Madness, a 1936 "educational" film that circulated under several different titles. It was rediscovered by Keith Stroup, founder of NORML, who circulated prints of the film around college film festivals in the 1970s. The company who produced the prints, New Line Cinema, was so successful they began producing their own films. The most controversial was perhaps a clip from a newscast from Portland, Oregon in November 1970. In the clip, the disposal of a beached whale carcass by dynamite is documented, including the horrific aftermath of falling mist and chunks since the exclusion zone was not big enough."[http://www.9news.com.au/technology/2015/11/13/15/29/long-before-the-viral-video-there-was-the-exploding-whale Long before the viral video or 'breaking the internet', there was the exploding whale] {{Webarchive|url=https://web.archive.org/web/20181105215022/https://www.9news.com.au/technology/2015/11/13/15/29/long-before-the-viral-video-there-was-the-exploding-whale |date=5 November 2018 }}". 13 November 2015. 9News.com.au. Retrieved 28 December 2015. The exploding whale story obtained urban legend status in the Northwest and gained new interest in 1990 after Dave Barry wrote a humorous column about the event,{{cite news |last1=Barry |first1=Dave |title=Thar She Blows |url=https://www.washingtonpost.com/archive/lifestyle/magazine/1990/05/20/thar-she-blows/8f6bc076-3843-4653-99d0-a50df88eabaf |archive-url=https://web.archive.org/web/20170828004155/https://www.washingtonpost.com/archive/lifestyle/magazine/1990/05/20/thar-she-blows/8f6bc076-3843-4653-99d0-a50df88eabaf/ |url-status=dead |archive-date=28 August 2017 |newspaper=The Washington Post |date=20 May 1990 }} leading to copies being distributed over bulletin board systems around 1994.{{cite book |author=Harriet Baskas |title=Oregon Curiosities: Quirky Characters, Roadside Oddities, and Other Offbeat Stuff |url=https://books.google.com/books?id=EGNjKKGuFfsC |date=6 January 2010 |publisher=Rowman & Littlefield |isbn=978-0-7627-6201-9 |page=18}}

The "humorous home video" genre dates back at least to 1963, when the TV series "Your Funny, Funny Films"{{cite web|url=https://www.imdb.com/title/tt0056794/|title=Your Funny, Funny Films|date=8 July 1963|publisher=IMDb|access-date=17 May 2024|archive-date=26 January 2022|archive-url=https://web.archive.org/web/20220126031102/https://www.imdb.com/title/tt0056794/|url-status=live}} debuted. The series showcased amusing film clips, mostly shot on 8mm equipment by amateurs. The idea was revived in 1989 with America's Funniest Home Videos, a series described by an ABC executive as a one-time "reality-based filler special" that was inspired by a segment of a Japanese variety show, Fun With Ken and Kaito Chan, borrowing clips from various Japanese home video shows as well.Wiener-Bronner, Danielle (21 October 2015) "[http://fusion.net/story/211867/americas-funniest-home-videos-most-important-television-show/ The internet was supposed to kill 'America’s Funniest Home Videos.' Instead, it’s reviving it] {{Webarchive|url=https://web.archive.org/web/20160103182217/http://fusion.net/story/211867/americas-funniest-home-videos-most-important-television-show/ |date=3 January 2016 }}." Fusion. Retrieved 28 December 2015. Now{{clarify timeframe|date=November 2018}} the longest-running primetime entertainment show in the history of ABC, the show's format includes showing clips of home videos sent in to the show's committee, and then the clips are voted on by a live filmed audience, with the winners awarded a monetary prize.Lindenbaum, Sybil (25 November 2015). "[http://www.prnewswire.com/news-releases/americas-funniest-home-videos-content-conquers-social-media-with-a-landmark-10-million-subscribers-300184367.html America's Funniest Home Videos Content Conquers Social Media With a Landmark 10 Million Subscribers] {{Webarchive|url=https://web.archive.org/web/20231021172357/https://www.prnewswire.com/news-releases/americas-funniest-home-videos-content-conquers-social-media-with-a-landmark-10-million-subscribers-300184367.html |date=21 October 2023 }}". PR Newswire. Retrieved 28 December 2015.

During the internet's public infancy, the 1996 Seinfeld episode "The Little Kicks" addresses the distribution of a viral video through non-online, non-broadcast means. It concludes with the citizens of New York City having individually witnessed Elaine's terrible dancing via a bootleg copy of a feature film, establishing that the dancing footage had effectively gone viral.

Viral videos began circulating as animated GIFs small enough to be uploaded to websites over dial-up Internet access or through email as attachments in the early 1990s.Brown, Damon (13 September 2010). "[http://www.cnn.com/2010/TECH/web/09/10/gif.images/index.html Celebrating the Web's earliest viral hits] {{Webarchive|url=https://web.archive.org/web/20231021172356/http://www.cnn.com/2010/TECH/web/09/10/gif.images/index.html |date=21 October 2023 }}". CNN. Retrieved 28 December 2015. Videos were also spread on message boards, P2P file sharing sites, and even coverage from mainstream news networks on television.Merrill, Brad (17 June 2015). "[http://www.makeuseof.com/tag/heres-videos-went-viral-youtube-social-media/ Here’s How Videos Went Viral Before YouTube And Social Media] {{Webarchive|url=https://web.archive.org/web/20240327153634/https://www.makeuseof.com/tag/heres-videos-went-viral-youtube-social-media/ |date=27 March 2024 }}". Make Use Of. Retrieved 28 December 2015. Two of the most successful viral videos of the early internet era were "The Spirit of Christmas" and "Dancing Baby". "The Spirit of Christmas" surfaced in 1995, spread through bootleg copies on VHS and on the internet, as well as an AVI file on the PlayStation game disc for Tiger Woods 99, later leading to a recall."[https://www.ign.com/articles/1999/01/16/tiger-woods-game-pulled Tiger Woods Game Pulled] {{Webarchive|url=https://web.archive.org/web/20231215233419/https://www.ign.com/articles/1999/01/16/tiger-woods-game-pulled |date=15 December 2023 }}." 15 January 1999. IGN. Retrieved 28 December 2015. The popularity of the videos led to the creation of the television series South Park after it was picked up by Comedy Central.{{cite news|title=The history of viral video|date=6 June 2007|work=Tuscoloosa News|url=http://www.tuscaloosanews.com/article/20070706/TUSK04/70706001/-1/NEWS09|access-date=23 November 2009|archive-date=6 July 2010|archive-url=https://web.archive.org/web/20100706164146/http://www.tuscaloosanews.com/article/20070706/TUSK04/70706001/-1/NEWS09|url-status=live}} "Dancing Baby", a 3D-rendered dancing baby video made in 1996 by the creators of Character Studio for 3D Studio MAX, became something of a mid-late 1990s cultural icon in part due to its exposure on worldwide commercials, editorials about Character Studio, and the popular television series Ally McBeal.{{cite news|url=https://books.google.com/books?id=Kh0EAAAAMBAJ&pg=PA1|title=Baby talk: This twisting tot is all the rage on the 'Net|last=McNamara|first=Paul|date=16 June 1997|publisher=Network World|access-date=21 January 2010}}Lefevre, Greg (19 January 1998) [http://www.cnn.com/TECH/9801/19/dancing.baby/index.html "Dancing Baby cha-chas from the Internet to the networks"] {{Webarchive|url=https://web.archive.org/web/20230607093225/http://www.cnn.com/TECH/9801/19/dancing.baby/index.html |date=7 June 2023 }}. CNN. The video may have first spread when Ron Lussier, the animator who cleaned up the raw animation, began passing the video around his workplace, LucasArts.{{cite news | first=Ron | last=Lussier | title=Dancing Baby FAQ | year=2005 | work=Burning Pixel Productions | url=http://www.burningpixel.com/Baby/BabyFAQ.htm | access-date=17 May 2024 | archive-date=21 October 2023 | archive-url=https://web.archive.org/web/20231021172354/http://www.burningpixel.com/Baby/BabyFAQ.htm | url-status=live }}

Later distribution of viral videos on the internet before YouTube, which was created in 2005 and bought by Google in 2006, were mostly through websites dedicated to hosting humorous content, such as Newgrounds and YTMND, although message boards such as eBaum's World and Something Awful were also instrumental. Notably, some content creators hosted their content on their own websites, such as Joel Veitch's site for his band Rather Good, which hosted quirky Flash videos for the band's songs; the most popular was "We Like the Moon", whose viral popularity on the internet prompted Quiznos to parody the song for a commercial.Fine, Jon (16 February 2004). "[http://adage.com/article/news/pop-culture-veitch-s-critters-hit-big-quiznos-spots/97717/ Pop culture: Veitch's critters hit big in Quiznos spots] {{Webarchive|url=https://web.archive.org/web/20160121095135/http://adage.com/article/news/pop-culture-veitch-s-critters-hit-big-quiznos-spots/97717/ |date=21 January 2016 }}". Advertising Age. Retrieved 28 December 2015. The most famous self-hosted home of viral videos is perhaps Homestar Runner, released in the early 2000’s and is still running today In the mid 2000’s more social media websites such as Facebook (2004)[https://eu.usatoday.com/story/tech/2022/07/25/when-was-facebook-created/10040883002/] and Twitter (2006)[https://www.business-standard.com/world-news/twitter-was-founded-on-this-day-in-2006-here-s-all-you-need-to-know-124071500394_1.html] gave users the option to share videos causing them to go viral. More recently, there has been a surge in viral videos on video sharing sites such as YouTube, partially because of the availability of affordable digital cameras.{{cite magazine | first=Lev | last=Grossman | title=How to get famous in 3500 seconds | date=24 April 2006 |magazine=Time|url=http://connection.ebscohost.com/c/articles/20490277}} Beginning in December 2015, YouTube introduced a "trending" tab to alert users to viral videos using an algorithm based on comments, views, "external references", and even location. The feature reportedly does not use viewing history to serve up related content, and the content may be curated by YouTube.Cox, Jamieson (9 December 2015). "[https://www.theverge.com/2015/12/9/9881106/youtube-trending-tab-viral-videos YouTube is making it easier to find viral videos] {{Webarchive|url=https://web.archive.org/web/20240416004715/https://www.theverge.com/2015/12/9/9881106/youtube-trending-tab-viral-videos |date=16 April 2024 }}". The Verge. Retrieved 27 December 2015.

Modern viral videos tend to come from TikTok (rebrand of Musical.ly since 2018)[https://www.theverge.com/2018/8/2/17644260/musically-rebrand-tiktok-bytedance-douyin] and Instagram (2012) [https://www.techtarget.com/searchcio/definition/Instagram#:~:text=The%20word%20Instagram%20is%20an,just%20two%20years%20after%20launch.], TikTok hosts short form content in a portrait format, these short videos are often meant to be humorous, while others focus mainly on music, viral videos commonly came from music related short videos and popular dances, TikTok was a large internet sensation [https://www.nytimes.com/2019/03/10/style/what-is-tik-tok.html] causing many viral videos to be made.

File:ニコニコ超会議 - 13998311850.jpg, 2014]]

There are several ways to gauge whether a video has "gone viral". The statistic perhaps most mentioned is number of views, and as sharing has become easier, the threshold requirement of sheer number of views has increased. YouTube personality Kevin Nalty (known as Nalts) recalls on his blog: "A few years ago, a video could be considered 'viral' if it hit a million views", but says as of 2011, only "if it gets more than 5 million views in a 3–7-day period" can it be considered "viral".O'Neill, Megan (9 May 2011). "[http://socialtimes.com/what-makes-a-video-viral_b61409 What Makes A Video 'Viral'?] {{Webarchive|url=https://web.archive.org/web/20150107210621/http://socialtimes.com/what-makes-a-video-viral_b61409 |date=7 January 2015 }}" AdWeek. Retrieved 20 December 2013.Nalts (pseudonym) (6 May 2011). "[http://willvideoforfood.com/2011/05/06/how-many-views-do-you-need-to-be-viral/ How many views do you need to be viral?] {{Webarchive|url=https://web.archive.org/web/20231021172354/https://willvideoforfood.com/2011/05/06/how-many-views-do-you-need-to-be-viral/ |date=21 October 2023 }}" Will Video for Food (blog). Retrieved 28 December 2015. To compare, 2004's Numa Numa received two million hits on Newgrounds in its first three months (a figure explained in a 2015 article as "a staggering number for the time").

Nalts also posits three other considerations: buzz, parody, and longevity, which are more complex ways of judging a viral video's views. Buzz addresses the heart of the issue; the more a video is shared, the more discussion the video creates both online and offline. What he emphasizes is notable is that the more buzz a video gets, the more views it gets. A study on viral videos by Carnegie Mellon University found that the popularity of the uploader affected whether a video would become viral,{{cite web|url=https://sites.google.com/site/cmuviralvideos/characteristics|title=Characteristics – CMU Viral Videos|access-date=1 June 2016|archive-date=18 April 2016|archive-url=https://web.archive.org/web/20160418160352/https://sites.google.com/site/cmuviralvideos/characteristics|url-status=live}} and having the video shared by a popular source such as a celebrity or a news channel also increases buzz. It is also part of the algorithm YouTube uses to predict popular videos.Southern, Matt (10 December 2015). "[https://www.searchenginejournal.com/youtube-introduces-a-trending-tab-surfacing-viral-videos-in-real-time/146747/ YouTube Introduces a 'Trending' Tab, Surfacing Viral Videos in Real Time] {{Webarchive|url=https://web.archive.org/web/20231021172353/https://www.searchenginejournal.com/youtube-introduces-a-trending-tab-surfacing-viral-videos-in-real-time/146747/ |date=21 October 2023 }}". Search Engine Journal. Retrieved 27 December 2015. Parodies, spoofs and spin-offs often indicate a popular video, with long-popular video view counts given with original video view counts as well as additional view counts given for the parodies. Longevity indicates if a video has remained part of the Zeitgeist.

Due to their societal impact and marketability, viral videos attract attention in both advertising and academia. Several theories attempt to determine why viral videos are spread and what makes a video go viral.

Social Learning Theory was introduced by Stanford University psychologist Albert Bandura in 1977. He proposed that people learn by observing others, particularly those perceived as being influential or like themselves, and then imitate the observed behaviors, especially when those behaviors lead to rewards such as attention or approval.{{Cite book |last=Bandura |first=A. |title=Social learning theory |date=1977 |publisher=Prentice-Hall}} This process is known as vicarious reinforcement, where people model their behavior based on the observed success or failure of others. In the case of viral videos, when someone sees a dance, challenge, or trend gaining millions of views or likes, they may be motivated to replicate it in hopes of achieving similar social recognition.

Recent studies support the Social Learning Theory explanation. A 2023 study conducted by researchers at the University of California, San Francisco and Johns Hopkins University examined how adolescents interact with social media content using Bandura’s theory as a framework.{{Cite journal |last1=Nagata |first1=J. M. |last2=Smith |first2=N. |last3=Zamora |first3=G. |last4=Sajjad |first4=O. |last5=Ganson |first5=K. |last6=Tests |first6=A. |last7=Jackson, J. B. |date=2023 |title=Problematic social media use and alcohol expectancies in early adolescents |journal=BMC Public Health |volume=23 |issue=1 |doi=10.1186/s12889-023-15298-3 |doi-access=free |article-number=430|pmc=9987130 }} The researchers analyzed data from 9,008 adolescents aged 10 to 14 who participated in the Adolescent Brain Cognitive Development (ABCD) Study, the most extensive long-term study of brain development in the United States. The Social Media Addiction Questionnaire (SMAQ) was used to measure problematic social media use, including compulsive checking of social media apps, requiring more time on them to feel satisfied, or letting them interfere with school. The Alcohol Expectancy Questionnaire-Adolescent Brief (AEQ-AB) was used to assess the adolescents' beliefs about alcohol. The study found that youth who were more deeply engaged with social media were more likely to adopt both positive and negative beliefs about alcohol based on what they saw online. The authors concluded that adolescents may learn behaviors and expectations by watching influencers or peers post content that receives praise or attention. Although the study focused on alcohol, the same learning process helps explain how viral videos influence behavior, especially when those videos show socially rewarded content that is easy to imitate.

A 2024 study by researchers from Macao Polytechnic University, Monash University, and the University of Manchester conducted a systematic scoping review of 37 academic research articles published between 2014 and 2023, using the Systematic Review and Meta-Analysis Extension for Scoping Review (PRISMA-ScR) framework to examine the application of Social Learning Theory in public health education.{{Cite journal |last1=Liu |first1=T. |last2=Pang |first2=P.-C. |last3=Lam |first3=C.-K. |date=2024 |title=Public health education using social learning theory: A systematic scoping review |journal=BMC Public Health |volume=24 |issue=1 |pages=1906–1922 |doi=10.1186/s12889-024-19333-9 |doi-access=free |pmid=39014365 |pmc=11253563 }} They reviewed studies that employed surveys, interviews, focus groups, and randomized controlled trials to gain an understanding of learning behaviors. They found that Social Learning Theory effectively explained how adolescents observe and adopt behaviors in less structured environments, such as on social media platforms. Videos were incredibly impactful when they featured relatable role models, emotional content, and opportunities for peer interaction, traits common to many viral videos. The study concluded that people are more likely to copy behaviors they see modeled in video content when those behaviors appear easy, popular, or socially approved. These features help explain why certain videos go viral: they are emotionally engaging, easy to share, and encourage viewers to join in on trends that offer visible social rewards.

A viral video's longevity often relies on a hook which draws the audience to watch it. The hook, often a memorable phrase or moment, is able to become a part of the viral video culture after being shown repeatedly. The hooks, or key signifiers, are not able to be predicted before the videos become viral.Burgess, Jean (2008).[http://eprints.qut.edu.au/18431/1/18431.pdf 'All Your Chocolate Rain Are Belong to Us?' Viral Video, YouTube, and the Dynamics of Participatory Culture] {{Webarchive|url=https://web.archive.org/web/20231127081859/http://eprints.qut.edu.au/18431/1/18431.pdf |date=27 November 2023 }} "Video Vortex Reader: Responses to YouTube". Institute of Network Cultures, Amsterdam, pp. 101–109. The early view pattern of a viral video can be used to forecast its peak day in future. Notable examples include "All your base are belong to us", based on the poorly translated video game Zero Wing, which was first distributed in 2000 as a GIF animation and became popular for the grammatically incorrect hook of its title, and Don Hertzfeldt's 2000 Academy Awards Best Animated Short Film nomination "Rejected" with the quotable hooks "I am a banana" and "My spoon is too big!"Moreau, Elise (30 October 2014). "[http://webtrends.about.com/od/Viral-Videos/tp/10-Videos-That-Went-Viral-Before-YouTube-Even-Existed.htm 10 Videos That Went Viral Before YouTube Even Existed] {{Webarchive|url=https://web.archive.org/web/20160804210516/http://webtrends.about.com/od/Viral-Videos/tp/10-Videos-That-Went-Viral-Before-YouTube-Even-Existed.htm |date=4 August 2016 }}". About Tech. Retrieved 28 December 2015. Another early video was the Flash animation "The End of the World", created by Jason Windsor and uploaded to Albino Blacksheep in 2003, with quotable hooks such as "but I'm le tired" and "WTF, mates?"Peters, Lucia. "[http://www.bustle.com/articles/124967-7-incredibly-weird-viral-videos-from-the-early-2000s-the-internet-was-inexplicably-obsessed-with 7 Incredibly Weird Viral Videos From The Early 2000s The Internet Was Inexplicably Obsessed With] {{Webarchive|url=https://web.archive.org/web/20240205054902/https://www.bustle.com/articles/124967-7-incredibly-weird-viral-videos-from-the-early-2000s-the-internet-was-inexplicably-obsessed-with |date=5 February 2024 }}". Bustle. Retrieved 28 December 2015.

Researchers have found that emotional response plays a key role in determining whether a video or online content is likely to be shared.Kitroeff, Natalie (19 May 2014). "[https://www.nytimes.com/2014/05/20/science/why-that-video-went-viral.html Why That Video Went Viral] {{Webarchive|url=https://web.archive.org/web/20230604093523/https://www.nytimes.com/2014/05/20/science/why-that-video-went-viral.html |date=4 June 2023 }}". The New York Times. Retrieved 27 December 2015. Two experimental studies investigated how emotions influence the likelihood of forwarding internet videos. In the first study, 256 undergraduate participants were shown videos categorized as funny, cute, disgusting, anger-inducing, or neutral. Videos that evoked positive emotions, such as amusement, were significantly more likely to be shared than those that elicited negative or neutral reactions.{{Cite journal |last1=Guadagno |first1=R. |last2=Rempala |first2=D. |last3=Murphy |first3=S. |last4=Okdie |first4=B. |date=2013 |title=What makes a video go viral? An analysis of emotional contagion and Internet memes |journal=Computers in Human Behavior |volume=29 |issue=13 |pages=2312–2319 |doi=10.1016/j.chb.2013.04.016 }} The second study found that social factors also influenced sharing: participants were more likely to forward an anger-inducing video when they believed it came from an out-group member, suggesting that emotional arousal and social identity interact in viral spread. The authors concluded that emotional contagion, or the tendency to feel and pass along others' emotions, helps explain why specific videos gain traction online.

Two professors at the Wharton School at the University of Pennsylvania also found that uplifting stories were more likely to be shared on the New York Times' web site than disheartening ones. They analyzed nearly 7,000 New York Times articles to understand the types of content that appeared on the platform’s "most emailed" list. Their findings showed that content evoking high-arousal emotions, whether positive (such as awe) or negative (like anger or anxiety), was more likely to be shared than content triggering low-arousal emotions, such as sadness.{{Cite journal |last1=Berger |first1=J. |last2=Milkman |first2=K. |date=2011 |title=What makes online content viral? |journal=Journal of Marketing Research |volume=49 |issue=2 |pages=192–205 |doi=10.1509/jmr.10.0353 }} The researchers also conducted controlled experiments confirming that high-arousal emotions stimulate action, such as sharing, by increasing psychological arousal. Together, these studies suggest that viral videos often spread not only because of their entertainment value or novelty but because they evoke strong emotional responses that motivate users to share them, amplifying their reach through emotional and social networks.

Some researchers suggest that sharing behavior may also be driven by a desire to shape one’s online identity. Chartbeat, a company that analyzes online traffic, compiled data comparing the amount of time spent reading an article and the number of times it was shared and found that people frequently post articles on Twitter without having read them, indicating the act of sharing may serve more to project an image and boost ego than to spread information.

{{see also|List of viral videos}}

Social media challenges are a form of viral video content where users replicate specific actions, often marked by hashtags or visual motifs, and post their responses to gain visibility, peer engagement, or emotional gratification.  Although widely circulated on platforms like TikTok, YouTube, and Instagram, the term lacks a standardized academic definition.  A 2024 scoping review by Lara Kobilke and Antonia Markiewitz identified five common features that define a social media challenge: user-generated content, an intent to replicate, viral dissemination, underlying motivation (positive, neutral, or negative), and risk level.

Kobilke and Markiewitz proposed a two-dimensional typology to classify challenges according to both their intended purpose and their potential for harm.  Positive challenges include charitable or growth-oriented content (e.g., the Ice Bucket Challenge), neutral ones focus on entertainment and community engagement (e.g., dance challenges), while negative challenges aim for shock value or carry a high risk of injury (e.g., the Skull Breaker Challenge).  A more detailed three-dimensional model considers harm, risk, and intent to help policymakers and researchers more accurately assess impact.

The same review also noted a disproportionate emphasis in academic research on harmful or extreme cases, often neglecting prosocial or benign challenges.  Youth engagement was found to be shaped not only by peer dynamics and emotional expression but also by the design of social platforms themselves, which reward repetition and participation through social media algorithm amplification and peer validation.

Although many challenges serve playful or philanthropic goals, others may pose serious health risks, particularly to youth. A 2024 narrative review from the Department of Ophthalmology, American University of Beirut Medical Center, examined ophthalmology-related TikTok challenges, identifying several trends that have resulted in injuries to children and adolescents.  These include :

• Rubbing Castor Oil Trend: Promotes applying castor oil into the eyes, risking infection or irritation.
• Bleach Eye Challenge: Encouraged placing bags of bleach and other substances on the eyes to change their color risking permanent damage. Videos of this trend were removed by TikTok prior to the study's publication.
• Mucus Fishing Challenge: Involves using fingers or cotton swabs to extract mucus from irritated eyes, potentially worsening eye conditions.
• Orbeez Challenge: Participants fire gel pellets at others using toy guns, which led to documented cases of eye trauma in minors across U.S. medical centers.
• Sun Gazing Challenge: Instructed users to stare at the sun for several seconds, increasing the risk of solar retinopathy and permanent vision loss.
• Stye Popping Challenge: Encouraged self-draining of eye styes, risking infection and scarring.
• Blow-Drying Eyelashes Trend: Urged users to curl eyelashes using hair dryers, resulting in severe dryness and irritation.

These examples highlight the dual nature of virality in youth-oriented video trends: while some challenges build community and foster creativity, others spread misinformation and cause physical harm. Researchers argue that both platform regulation and digital health education are needed to mitigate risks, particularly for younger audiences exposed to high volumes of unverified medical content.

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Many independent musicians, as well as large companies such as Universal Music Group, use YouTube to promote videos. Six of the 10 most viral YouTube videos of 2015 were rooted in music.McIntyre, Hugh (16 December 2015). "[https://www.forbes.com/sites/hughmcintyre/2015/12/16/youtubes-most-viral-videos-of-2015-are-all-about-music/ YouTube's Most Viral Videos Of 2015 Are All About Music] {{Webarchive|url=https://web.archive.org/web/20231203080756/https://www.forbes.com/sites/hughmcintyre/2015/12/16/youtubes-most-viral-videos-of-2015-are-all-about-music/ |date=3 December 2023 }}". Forbes. Retrieved 27 December 2015.

One such video, the "Free Hugs Campaign" with accompanying music by the Sick Puppies, was one of the winners of the 2006 YouTube Awards."[http://news.bbc.co.uk/1/hi/entertainment/6498755.stm YouTube names best video winners] {{Webarchive|url=https://web.archive.org/web/20070330073807/http://news.bbc.co.uk/1/hi/entertainment/6498755.stm |date=30 March 2007 }}". BBC News. Retrieved 27 December 2015. However, the awards received criticism over the voting process and accused of bias.Heffernan, Virginia (27 March 2007). "[https://www.nytimes.com/2007/03/27/arts/27tube.html YouTube Awards the Top of Its Heap] {{Webarchive|url=https://web.archive.org/web/20170701111302/https://www.nytimes.com/2007/03/27/arts/27tube.html |date=1 July 2017 }}". The New York Times. Retrieved 27 December 2015. However, the main character of the video, Juan Mann, received positive recognition after being interviewed on Australian news programs and appearing on The Oprah Winfrey Show.Free Hugs on The Oprah Winfrey Show (30 October 2006): "Thanks to a video on the website YouTube, Juan's movement is spreading worldwide—he is even organizing a global hug day!" [http://www.oprah.com/oprahshow/The-Gift-of-Giving-Back Oprah.com] {{Webarchive|url=https://web.archive.org/web/20231021172355/https://www.oprah.com/oprahshow/the-gift-of-giving-back |date=21 October 2023 }}

{{expand section|date=December 2015}}

Viral videos continue to increase in popularity as teaching and instructive aids. In March 2007, an elementary school teacher, Jason Smith, created TeacherTube, a website for sharing educational videos with other teachers. The site now features over 54,000 videos.Katherine Leal Unmuth, [http://www.dallasnews.com/sharedcontent/dws/dn/education/stories/010509dnmetteachertube.3899c4e.html Dallasnews.com] {{Webarchive|url=https://web.archive.org/web/20100710073644/http://www.dallasnews.com/sharedcontent/dws/dn/education/stories/010509dnmetteachertube.3899c4e.html |date=10 July 2010 }}{{full citation needed|date=December 2015}} Some college curricula are now using viral videos in the classroom as well. {{asof|2009|post=,}} Northwestern University offers a course called "YouTubing 101". The course invites students to produce their own viral videos, focusing on marketing techniques and advertising strategies.Leopold, Wendy (19 March 2009). "[http://www.northwestern.edu/newscenter/stories/2009/03/viralvideo.html YouTubing 101: Northwestern Offers Course on Viral Videos] {{Webarchive|url=https://web.archive.org/web/20231118041301/https://www.northwestern.edu/newscenter/stories/2009/03/viralvideo.html |date=18 November 2023 }}" (press release). Northwestern University. Retrieved 27 December 2015.

"United Breaks Guitars", by the Canadian folk rock music group Sons of Maxwell, is an example of how viral videos can be used by consumers to pressure companies to settle complaints.{{cite web|url=http://www.suntimes.com/technology/1658990,CST-NWS-united09.article |archive-url=https://web.archive.org/web/20100115105636/http://www.suntimes.com/technology/1658990%2CCST-NWS-united09.article |url-status=dead |archive-date=15 January 2010 |work=Chicago Sun-Times |title=Passenger uses YouTube to get United's attention |date=9 July 2009 |access-date=11 July 2009 |last=Jackson |first=Cheryl V. }} Another example is Brian Finkelstein's video complaint to Comcast, 2006. Finkelstein recorded a video of a Comcast technician sleeping on his couch. The technician had come to repair Brian's modem but had to call Comcast's central office and fell asleep after being placed on hold waiting for Comcast.Stross, Randall (2 July 2006). "[https://www.nytimes.com/2006/07/02/business/yourmoney/02digi.html?pagewanted=1&_r=1 AOL Said, 'If You Leave Me I'll Do Something Crazy'.] {{Webarchive|url=https://web.archive.org/web/20231021172354/https://www.nytimes.com/2006/07/02/business/yourmoney/02digi.html?pagewanted=1&_r=1 |date=21 October 2023 }}" The New York Times. Retrieved 27 December 2015. "The technician, in Washington, had arrived at Brian Finkelstein's home to replace a faulty modem and had to call in to Comcast's central office. Placed on hold just like powerless customers, the technician fell asleep after an hour of waiting."Suri, Sabena (26 June 2006). "[http://news.cnet.com/8301-10784_3-6088136-7.html Sleepy Comcast technician gets filmed, then fired] {{Webarchive|url=https://web.archive.org/web/20110510074627/http://news.cnet.com/8301-10784_3-6088136-7.html |date=10 May 2011 }}". CNET. Retrieved 27 December 2015.

The Canadian high school student known as Star Wars Kid was subjected to significant harassment and ostracizing after the viral success of his video (first uploaded to the Internet on the evening of 14 April 2003).Ha, Tu Thanh. [https://web.archive.org/web/20090308112130/http://theglobeandmail.com/servlet/story/RTGAM.20060407.wxstarwars07/BNStory/National/home "'Star Wars Kid' cuts a deal with his tormentors"]; The Globe and Mail; 7 April 2006. His family accepted a financial settlement after suing the individuals responsible for posting the video online.Wei, Will (12 May 2010). "[http://www.businessinsider.com/where-are-they-now-the-star-wars-kid-2010-5 Where Are They Now? The 'Star Wars Kid' Sued The People Who Made Him Famous] {{Webarchive|url=https://web.archive.org/web/20100722103926/http://www.businessinsider.com/where-are-they-now-the-star-wars-kid-2010-5 |date=22 July 2010 }}". Business Insider. Retrieved 27 December 2015.

In July 2010, an 11-year-old child with the pseudonym "Jessi Slaughter" was subjected to a campaign of harassment and cyberbullying following the viral nature of videos they had uploaded to Stickam and YouTube. As a result of the case, the potential for cyberbullying as a result of viral videos was widely discussed in the media.{{cite web |url=http://www.lexpress.fr/actualite/societe/jessi-slaughter-nouvelle-tete-de-turc-du-web-americain_907998.html |title=Jessi Slaughter, nouvelle tête de turc du web américain |last1=Simon |first1=Marie |date=22 July 2010 |website=L'Express |language=fr |access-date=17 May 2024 |archive-date=22 April 2022 |archive-url=https://web.archive.org/web/20220422202913/https://www.lexpress.fr/actualite/societe/jessi-slaughter-nouvelle-tete-de-turc-du-web-americain_907998.html |url-status=live }}{{cite news |title=Jessi Slaughter and the 4chan trolls – the case for censoring the internet |last1=Farquhar |first1=Peter |date=20 July 2010 |url=http://www.news.com.au/technology/jessi-slaughter-and-the-4chan-trolls-the-case-for-censoring-the-internet/story-e6frfro0-1225894369199 |work=News.com.au |access-date=23 July 2010 |archive-date=21 July 2010 |archive-url=https://web.archive.org/web/20100721182813/http://www.news.com.au/technology/jessi-slaughter-and-the-4chan-trolls-the-case-for-censoring-the-internet/story-e6frfro0-1225894369199 |url-status=dead }}

{{further|Video evidence}}

The Chicago Tribune reported that in 2015, nearly 1,000 civilians in the United States were shot and killed by police officers—whether the officers responsible were justified is now often publicly called into question in the age of viral videos.{{cite news |last1=Kindy |first1=Kimberly |first2=Marc |last2=Fisher |first3=Julie |last3=Tate |first4=Jennifer |last4=Jenkins |date=26 December 2015 |url=https://www.chicagotribune.com/news/nationworld/ct-fatal-police-shootings-nation-20151226-story.html |title=For police nationwide, a year of reckoning: Officers fatally shoot nearly 1,000 |newspaper=The Washington Post |via=Chicago Tribune |access-date=27 December 2015 |archive-date=27 December 2015 |archive-url=https://web.archive.org/web/20151227002732/http://www.chicagotribune.com/news/nationworld/ct-fatal-police-shootings-nation-20151226-story.html |url-status=live }} As more people are uploading videos of their encounters with police, more departments are encouraging their officers to wear body cameras.{{cite news |last=Hellgren |first=Mike |date=23 December 2015 |url=https://baltimore.cbslocal.com/2015/12/23/baltimore-co-police-review-officers-actions-after-viral-video-surfaces/ |title=Baltimore Co. Police Review Officer's Actions After Viral Video Surfaces |work=CBS Baltimore |access-date=27 December 2015 |archive-date=27 December 2015 |archive-url=https://web.archive.org/web/20151227031817/http://baltimore.cbslocal.com/2015/12/23/baltimore-co-police-review-officers-actions-after-viral-video-surfaces/ |url-status=live }} The procedure for releasing such video is currently evolving and could potentially incriminate more suspects than officers, although current waiting times of several months to release such videos appear to be attempted cover-ups of police mistakes.{{cite news |url=http://www.whig.com/article/20151223/ARTICLE/312239969 |title=Viral videos wrongly hurt reputations of vast majority of police |date=23 December 2015 |work=Herald-Whig |archive-url=https://web.archive.org/web/20160304115408/http://www.whig.com/article/20151223/ARTICLE/312239969 |access-date=28 December 2015 |archive-date=2016-03-04 }} In October 2015, then-FBI Director James Comey remarked in a speech at the University of Chicago Law School that the increased attention on police in light of recent viral videos showing police involved in fatal shootings has made officers less aggressive and emboldened criminals. Comey has acknowledged that there are no data to back up his assertion; according to him, viral videos are one of many possible factors such as cheaper drugs and more criminals being released from prison. Other top officials at the Justice Department have stated that they do not believe increased scrutiny of officers has increased crime.{{cite news |last=Alcindor |first=Yamiche |date=24 October 2015 |url=https://www.usatoday.com/story/news/2015/10/24/fbi-director-links-viral-videos-of-police-to-rise-in-violence/74527210/ |title=FBI director links 'viral videos' of police to rise in violence |work=USA Today |access-date=28 December 2015 |archive-date=25 December 2015 |archive-url=https://web.archive.org/web/20151225210145/http://www.usatoday.com/story/news/2015/10/24/fbi-director-links-viral-videos-of-police-to-rise-in-violence/74527210/ |url-status=live }}

Two videos went viral in October 2015 of a white school police officer assaulting an African-American student. The videos, apparently taken with cell phones by other students in the classroom, were picked up by local news outlets and then further spread by social media.{{cite news |last1=Fausset |first1=Richard |first2=Ashely |last2=Southall |date=26 October 2015 |url=https://www.nytimes.com/2015/10/27/us/officers-classroom-fight-with-student-is-caught-on-video.html |title=Video Shows Officer Flipping Student in South Carolina, Prompting Inquiry |work=The New York Times |access-date=27 December 2015 |archive-date=16 January 2016 |archive-url=https://web.archive.org/web/20160116142002/http://www.nytimes.com/2015/10/27/us/officers-classroom-fight-with-student-is-caught-on-video.html |url-status=live }}

Dash cam videos of the Chicago police murder of Laquan McDonald were released after 14 months of being kept sealed, which went viral and sparked further questions about police actions. Chicago's mayor, Rahm Emanuel, fired Police Superintendent Garry McCarthy and there have also been demands for Emanuel to resign.{{cite news |last=Graham |first=David A. |date=1 December 2015 |url=https://www.theatlantic.com/national/archive/2015/12/garry-mccarthy-fired-chicago/418203/ |title=The Firing of Chicago Police Chief Garry McCarthy |work=The Atlantic |access-date=27 December 2015 |archive-date=5 January 2016 |archive-url=https://web.archive.org/web/20160105001049/http://www.theatlantic.com/national/archive/2015/12/garry-mccarthy-fired-chicago/418203/? |url-status=live }} A similar case, in which Chicago police attempted to suppress a dash cam video of the shooting of Ronald Johnson by an officer, is currently part of an ongoing federal lawsuit against the city.{{cite news |last1=Meisner |first1=Jason |first2=Matthew |last2=Walberg |date=2 December 2015 |url=https://www.chicagotribune.com/news/local/breaking/ct-ronald-johnson-chicago-police-shooting-met-20151201-story.html |title=City wavering on keeping video secret in another fatal Chicago police shooting |newspaper=Chicago Tribune |access-date=27 December 2015 |archive-date=27 December 2015 |archive-url=https://web.archive.org/web/20151227050404/http://www.chicagotribune.com/news/local/breaking/ct-ronald-johnson-chicago-police-shooting-met-20151201-story.html |url-status=live }}

Some viral video trends have been linked to serious health consequences, particularly among adolescents. These trends often involve imitating dangerous behaviors seen online and may result in injuries, infections, or even death. Health professionals and government agencies have raised concerns about the impact of such trends and the spread of misinformation through social media platforms and encouraging social media literacy for adolescents.

One documented example is "beezin," a TikTok trend in which users apply menthol-based lip balm (such as Burt’s Bees) to their eyelids to induce a tingling sensation or to simulate intoxication.  A 2025 study analyzed the 60 most popular TikTok videos about the trend, collectively viewed on TikTok more than 158 million times, and found that 61% portrayed the behavior positively, while only 18% showed it negatively.  None of the most popular videos were produced by healthcare professionals. The authors warned that the trend could cause periocular contact dermatitis and conjunctivitis and urged medical providers to educate youth about the risks.

Another trend involves “at-home sugaring,” also known as Persian waxing. This beauty trend, widely circulated on TikTok, involves boiling a mixture of sugar, lemon juice, and water to create a hair-removal paste.  If improperly prepared or applied at high temperatures, the mixture can cause severe burns. In 2024, a case involving a 17-year-old girl who suffered second-degree burns after following an online tutorial gained media attention.  Medical professionals have compared the risks to those seen in other social media food trends involving boiling sugar, such as dalgona and tanghulu candy-making, where people have been injured.

A more tragic case involved 12-year-old Archie Battersbee, who was found unconscious after reportedly attempting a self-asphyxiation challenge circulated on social media.  He was later declared brain dead. His case drew widespread attention in the United Kingdom and prompted debate over pediatric end-of-life care, parental rights, and the influence of viral video trends on children’s behavior.

In the United States, the Food and Drug Administration has warned about viral challenges involving the misuse of medications. One such trend encouraged users to cook chicken in NyQuil, while another promoted taking high doses of diphenhydramine (Benadryl) to induce hallucinations.  These behaviors can result in overdose, lung damage, or death.  The FDA has urged parents to speak with children about the dangers of misusing medicines and the risks of online challenges.

In 2020, the American College of Emergency Physicians issued a policy statement calling for increased awareness and monitoring of injuries linked to internet challenges. It recommended that emergency physicians, educators, and parents remain alert for signs of high-risk behavior and that public health officials and platform distributors work together to flag or remove harmful content. The statement also advocated for continued research into social media-related injuries and illnesses.

The 2008 United States presidential election showcased the impact of political viral videos. For the first time, YouTube hosted the CNN-YouTube presidential debates, calling on YouTube users to pose questions. In this debate, the opinions of viral video creators and users were taken seriously. There were several memorable viral videos that appeared during the campaign. In June 2007, "I Got a Crush... on Obama", a music video featuring a girl claiming to have a crush on presidential candidate Barack Obama, appeared. Unlike previously popular political videos, it did not feature any celebrities and was purely user-generated. The video garnered many viewers and gained attention in the mainstream media.{{cite news|url=https://www.nytimes.com/2007/06/15/us/politics/15obama.html?_r=1&ex=1190260800&en=3b68401305c074fe&ei=5070|title=A Hit Shows Big Interest in Racy Material – and Obama|first=Katharine|last=Seelye|date=15 June 2007|access-date=20 October 2009|work=The New York Times|format=Web|archive-date=12 May 2011|archive-url=https://web.archive.org/web/20110512055226/http://www.nytimes.com/2007/06/15/us/politics/15obama.html?_r=1&ex=1190260800&en=3b68401305c074fe&ei=5070|url-status=live}}

YouTube became a powerful source of campaigning for the 2008 Presidential Election. Every major party candidate had their own YouTube channel in order to communicate with the voters, with John McCain posting over 300 videos and Barack Obama posting over 1,800 videos. The music video "Yes We Can" by will.i.am demonstrates user-generated publicity for the 2008 Presidential Campaign. The video depicts many celebrities as well as black and white clips of Barack Obama. This music video inspired many parodies and won an Emmy for Best New Approaches in Daytime Entertainment.Wallsten, Kevin (2010). [http://www.tandfonline.com/doi/full/10.1080/19331681003749030 "Yes We Can": How Online Viewership, Blog Discussion, Campaign Statements, and Mainstream Media Coverage Produced a Viral Video Phenomenon] {{Webarchive|url=https://web.archive.org/web/20231128033310/https://www.tandfonline.com/doi/full/10.1080/19331681003749030 |date=28 November 2023 }}, Journal of Information Technology and Politics.

The proliferation of viral videos in the 2008 campaign highlights the fact that people increasingly turn to the internet to receive their news. In a study for the Pew Research Center in 2008, approximately 2% of the participants said that they received their news from non-traditional sources such as MySpace or YouTube.{{cite news|last=Kohut|first=Andrew|url=http://pewresearch.org/pubs/689/the-internets-broader-role-in-campaign-2008|title=The Internet's Broader Role in Campaign 2008|date=11 January 2008|access-date=25 November 2009|publisher=Pew Research Center|format=Web|archive-date=4 December 2009|archive-url=https://web.archive.org/web/20091204100512/http://pewresearch.org/pubs/689/the-internets-broader-role-in-campaign-2008|url-status=dead}} The campaign was widely seen as an example of the growing influence of the internet on United States politics, a point further evidenced by the founding of viral video producers like Brave New Films.{{cite web | url=https://www.nytimes.com/2008/06/29/us/politics/29opposition.html?_r=2&hp&oref=slogint&oref=slogin | work=The New York Times | last=Rutenberg | first=Jim | date=29 June 2008 | access-date=2008-10-25 | title=Political Freelancers Use Web to Join the Attack | archive-date=21 October 2023 | archive-url=https://web.archive.org/web/20231021172353/https://www.nytimes.com/2008/06/29/us/politics/29opposition.html?_r=2&hp&oref=slogint&oref=slogin | url-status=live }}

On December 3, 2009, a video went viral of a long speech made by New York State Senator Diane Savino. She explained why she supported and was voting to legalize gay marriage in New York State during a stated meeting in Albany. There were over 40,000 views on YouTube. There were less than one thousand comments. The legislation failed to pass The New York State Senate in 2009. Andrew Cuomo signed it into law in 2011.{{cite web | url=http://freedomt.nextmp.net/blog/entry/freedom-to-marrys-voice-for-equality-diane-savino-a-youtube-sensation | title=Freedom to Marry's Voice for Equality, Diane Savino, a YouTube Sensation | Freedom to Marry }}{{cite web | url=https://siecus.org/new-york-legalizes-same-sex-marriage-2/ | title=New York Legalizes Same-Sex Marriage - SIECUS | date=30 June 2011 }}

During the 2012 United States presidential election, "Obama Style" and "Mitt Romney Style", the parodies of Gangnam Style, both peaked on Election Day and received approximately 30 million views within one month before Election Day. "Mitt Romney Style", which negatively portrays Mitt as an affluent, extravagant, and arrogant businessman, received an order of magnitude views more than "Obama Style".{{citation needed|date=June 2016}}

The web traffic gained by viral videos allows for advertising revenue. The YouTube website is monetized by selling and showing advertising. According to the New York Times, YouTube uses an algorithm called "reference rank" to evaluate the viral potential of videos posted to the site. Using evidence from as few as 10,000 views, it can assess the probability that the video will go viral. Before YouTube implemented wide-scale revenue sharing, if it deemed the video a viable candidate for advertising, it contacted the original poster by e-mail and offered a profit-sharing contract. By this means, such videos as "David After Dentist" have earned more than $100,000 for their owners.{{cite news|last=Cain Miller|first=Claire|title=Cashing in on Your Hit YouTube Video|url=https://www.nytimes.com/2011/10/27/technology/personaltech/cashing-in-on-your-hit-youtube-video.html?ref=technology|access-date=21 November 2012|newspaper=The New York Times|date=26 October 2011|archive-date=3 January 2012|archive-url=https://web.archive.org/web/20120103082942/http://www.nytimes.com/2011/10/27/technology/personaltech/cashing-in-on-your-hit-youtube-video.html?ref=technology|url-status=live}} One successful YouTube video creator, Andrew Grantham, whose "Ultimate Dog Tease" had been viewed more than 170,000,000 times (as of June 2015), entered an agreement with Paramount Pictures in February 2012 for the development of a feature film. The film was to be written by Alec Berg and David Mandel.McNary, Dave (13 February 2012). [https://variety.com/2012/film/news/paramount-inks-scribe-duo-for-canine-romp-1118050149/ "Paramount inks scribe duo for canine romp: Project based on YouTube 'Dog Tease'] [http://www.es.viralizeed.com/ video"] {{Webarchive|url=https://web.archive.org/web/20160818234225/http://www.es.viralizeed.com/ |date=18 August 2016 }}. Variety. Retrieved 21 November 2012. Pop stars such as Justin Bieber and Esmée Denters also started their careers via YouTube videos which ultimately went viral. By 2014, pop stars such as Miley Cyrus, Eminem, and Katy Perry were regularly obtaining web traffic in the order of 120 to 150 million hits a month, numbers far in excess of what many viral videos receive.

Companies also use viral videos as a type of marketing strategy. The Dove Campaign for Real Beauty is considered to have been one of the first viral marketing strategies to hit the world when Dove released their Evolution video in 2006.{{Cite news|title = How Dove Tried To Change The Conversation About Female Beauty|last = Bahadur|first = Nina|date = 21 January 2014|url = https://www.huffingtonpost.com/2014/01/21/dove-real-beauty-campaign-turns-10_n_4575940.html|newspaper = HuffPost|access-date = 2015-11-19|archive-date = 18 October 2018|archive-url = https://web.archive.org/web/20181018055952/https://www.huffingtonpost.com/2014/01/21/dove-real-beauty-campaign-turns-10_n_4575940.html|url-status = live}}

• See also: {{YouTube|id=hibyAJOSW8U|title=Evolution}} Their online campaign continued to generate viral videos when Real Beauty Sketches was released in 2013 and spread all throughout social media, especially Facebook and Twitter.

{{div col|colwidth=22em}}

• Albino Blacksheep
• Break.com (defunct)
• BuzzFeed
• eBaum's World (defunct)
• Fail Blog (defunct)
• Facebook
• Google Video (defunct)
• Instagram
• JibJab
• LiveLeak (defunct)
• Metacafe (defunct)
• Newgrounds
• Nico Nico Douga
• TikTok
• Twitter
• Upworthy
• Vine (defunct)
• Veoh.com (defunct)
• VT (Viral Thread) (defunct)
• WorldStar HipHop
• YouTube
• YTMND

{{div col end}}

{{Portal|Internet}}

• Internet meme
• List of Internet phenomena
• List of viral videos
• List of viral music videos
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• Streisand effect
• Viral marketing
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• Viral phenomenon

{{reflist}}

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