Viral video
The concept of a video going viral existed long before the internet. In 1936, Reefer Madness circulated as an educational film under various titles. Keith Stroup, founder of NORML, distributed prints of this film at college film festivals during the 1970s. New Line Cinema produced these copies and eventually began making their own films based on that success. A clip from Portland, Oregon in November 1970 documented the disposal of a beached whale carcass using dynamite. The explosion caused falling mist and chunks to rain down because the exclusion zone was too small. Dave Barry wrote a humorous column about this event in 1990, which led to copies being distributed over bulletin board systems around 1994.
Television shows like Your Funny, Funny Films debuted in 1963 to showcase amusing clips shot by amateurs on 8mm equipment. America's Funniest Home Videos revived this format in 1989 after inspiration from a Japanese variety show called Fun With Ken and Kaito Chan. An ABC executive originally described the series as a one-time reality-based filler special. The show now stands as the longest-running primetime entertainment program in ABC history. Clips are sent to a committee, voted on by a live audience, and winners receive monetary prizes.
The 1996 Seinfeld episode The Little Kicks addressed viral distribution through non-online means. Citizens of New York City witnessed Elaine's terrible dancing via bootleg copies of a feature film. This established that footage could go viral without broadcast or internet access. Animated GIFs began circulating in the early 1990s over dial-up connections or email attachments. Two videos defined the era: The Spirit of Christmas surfaced in 1995 and spread through VHS copies and PlayStation game discs for Tiger Woods 99. Dancing Baby became a cultural icon in the mid-1990s after exposure on Ally McBeal.
YouTube launched in 2005 and was acquired by Google in 2006. Before YouTube, content circulated on sites like Newgrounds, YTMND, eBaum's World, and Something Awful. Joel Veitch hosted Flash videos for his band Rather Good on his own website. His song We Like the Moon gained enough popularity for Quiznos to parody it in commercials. Homestar Runner emerged as a famous self-hosted home for viral videos in the early 2000s and continues running today.
Facebook appeared in 2004 and Twitter followed in 2006, giving users options to share videos directly. TikTok rebranded from Musical.ly in 2018 and hosts short-form portrait format content. These videos often focus on humor or music-related dances that become large internet sensations. YouTube introduced a trending tab in December 2015 using an algorithm based on comments, views, external references, and location data. This feature does not use viewing history to serve related content but may be curated by YouTube staff.
Modern platforms utilize algorithms to predict which videos will go viral. A study found that social media challenges function as participatory cultural practices rather than singular artifacts. Researchers note that TikTok’s distribution systems facilitate rapid imitation and remixing of audiovisual content. The platform accelerates the spread of trends, sounds, and performances through its design. Scholars argue this creates bottom-up documentation of everyday cultural expression while raising concerns about governance.
Stanford University psychologist Albert Bandura introduced Social Learning Theory in 1977. He proposed people learn by observing others perceived as influential or similar to themselves. They then imitate observed behaviors especially when those behaviors lead to rewards like attention or approval. This process is known as vicarious reinforcement where people model behavior based on success or failure of others. When someone sees a dance challenge gaining millions of views, they may replicate it for social recognition.
A 2023 study examined how adolescents interact with social media content using Bandura's framework. Researchers analyzed data from 9,008 adolescents aged 10 to 14 who participated in the Adolescent Brain Cognitive Development Study. The Alcohol Expectancy Questionnaire-Adolescent Brief assessed beliefs about alcohol among these youth. Findings showed youth deeply engaged with social media adopted both positive and negative beliefs about alcohol based on online content. Authors concluded adolescents learn behaviors by watching influencers post content that receives praise or attention.
Emotional response plays a key role in determining whether content gets shared. Two experimental studies investigated how emotions influence forwarding internet videos. Videos evoking amusement were significantly more likely to be shared than those eliciting anger or neutral reactions. A second study found participants forwarded anger-inducing videos when believing them from out-group members. Emotional contagion helps explain why specific videos gain traction through emotional and social networks. High-arousal emotions stimulate action such as sharing by increasing psychological arousal.
The 2008 United States presidential election showcased impact of political viral videos for the first time. YouTube hosted CNN-YouTube presidential debates calling on users to pose questions directly. In June 2007 I Got a Crush... on Obama appeared as a music video featuring a girl claiming crush on Barack Obama. This user-generated video garnered many viewers and gained mainstream media attention unlike previous political videos featuring celebrities. Every major party candidate maintained their own YouTube channel during the campaign with John McCain posting over 300 videos and Barack Obama posting over 1,800 videos.
Yes We Can by will.i.am depicted celebrities alongside black and white clips of Barack Obama. The music video inspired parodies and won an Emmy for Best New Approaches in Daytime Entertainment. Pew Research Center study in 2008 showed approximately 2% of participants received news from non-traditional sources like MySpace or YouTube. On the 3rd of December 2009, a video went viral showing New York State Senator Diane Savino explaining support for legalizing gay marriage. Over 40,000 views appeared on YouTube though legislation failed to pass that year before Andrew Cuomo signed it into law in 2011.
During the 2012 election parodies Gangnam Style peaked on Election Day receiving approximately 30 million views within one month. Mitt Romney Style negatively portrayed him as affluent and arrogant businessman receiving order of magnitude more views than Obama Style. Dash cam videos of Chicago police murder Laquan McDonald released after 14 months sealed sparked further questions about police actions. Mayor Rahm Emanuel fired Police Superintendent Garry McCarthy following these releases.
Web traffic gained by viral videos allows for advertising revenue generation through platforms like YouTube. YouTube uses algorithm called reference rank to evaluate viral potential using evidence from as few as 10,000 views. Before wide-scale revenue sharing implementation, YouTube contacted original posters via email offering profit-sharing contracts if deemed viable candidates. David After Dentist earned over $100,000 for its owners through this system. Andrew Grantham's Ultimate Dog Tease received more than 170,000,000 views as of June 2015 entering agreement with Paramount Pictures in February 2012 for feature film development written by Alec Berg and David Mandel.
Pop stars Justin Bieber and Esmée Denters started careers via YouTube videos that went viral. By 2014 pop stars Miley Cyrus, Eminem, and Katy Perry obtained web traffic orders of 120 to 150 million hits monthly exceeding many viral video numbers. Dove Campaign for Real Beauty considered one first viral marketing strategies when Evolution released in 2006. Their online campaign continued generating viral videos when Real Beauty Sketches released in 2013 spreading throughout Facebook and Twitter.
Companies use viral videos as marketing strategy types. The United Breaks Guitars video by Sons of Maxwell pressured companies to settle complaints. Brian Finkelstein recorded video complaint to Comcast showing technician sleeping on his couch after calling central office while waiting for repair. These examples demonstrate how consumers pressure companies through viral content. Financial implications extend beyond direct revenue into brand partnerships and mainstream entertainment careers.
Common questions
What is the earliest documented example of a video going viral before the internet?
The concept of a video going viral existed long before the internet with Reefer Madness circulating as an educational film in 1936. Keith Stroup distributed prints of this film at college film festivals during the 1970s to promote NORML.
When did YouTube launch and who acquired it shortly after?
YouTube launched in 2005 and was acquired by Google in 2006. Before YouTube, content circulated on sites like Newgrounds, YTMND, eBaum's World, and Something Awful.
How does Social Learning Theory explain why videos go viral?
Stanford University psychologist Albert Bandura introduced Social Learning Theory in 1977 proposing that people learn by observing others perceived as influential or similar to themselves. They then imitate observed behaviors especially when those behaviors lead to rewards like attention or approval through vicarious reinforcement.
Which TikTok trends caused injuries to children and adolescents in recent years?
A 2024 narrative review identified several TikTok trends resulting in injuries including the Rubbing Castor Oil Trend, Bleach Eye Challenge, Mucus Fishing Challenge, Orbeez Challenge, Sun Gazing Challenge, Stye Popping Challenge, Blow-Drying Eyelashes Trend, and Beezin trend. These activities risked infection, irritation, eye trauma, solar retinopathy, scarring, dermatitis, and conjunctivitis.
What role did viral videos play during the 2008 United States presidential election?
The 2008 United States presidential election showcased impact of political viral videos for the first time with YouTube hosting CNN-YouTube presidential debates calling on users to pose questions directly. Every major party candidate maintained their own YouTube channel during the campaign with John McCain posting over 300 videos and Barack Obama posting over 1,800 videos.