Before the internet, “going viral” was not something positive much less something people actively sought out. “Going viral” has become a new age epidemic, with people doing whatever they can for their 60 seconds of fame. But what does “going viral” actually mean, and how does it affect our brains and our self-esteem? Today’s GKIS article will break down “going viral” and its effects. For help raising your child to be digitally smart, check out our GKIS Screen Safety Essentials Course. This course includes all GKIS parenting courses, agreements, and supplements, ensuring you are well-equipped to fight off digital injury and keep your child safe from harm.
What does it mean to “go viral”?
Going viral means sharing something via social media that spreads quickly to thousands, even millions of people. The term viral video was first used in 2009 to describe the video “David After Dentist.”[1]
One viral video or post can turn people into internet celebrities overnight and garner thousands of followers, resulting in brand deals and monetized content. Once a video goes viral, there is no limit to the number of people it will reach or even what platform they will see the video on. It is very common to see posts shared from one platform to the next, whether it be a TikTok on Twitter or a Tweet going viral on Instagram.
The number of views to be considered going viral also varies from platform to platform. One hundred thousand views on TikTok is pretty successful, whereas even a couple hundred thousand views on YouTube is a relatively low number.[2]
The number of likes is also an important factor. Many videos have a high number of views but a relatively low number of likes. These videos are not considered to be going viral because they are not well-received by the general public.[2] Engagement drives up the virality of the content through shares and comments that stimulate the algorithm to continue placing that content on people’s feeds.[2] Another important factor in going viral is the immediacy of response, meaning that the views, likes, and comments must be received within a few hours to days rather than over several months or years.[2]
How does “going viral” affect our brains?
When your video, post, or other content “goes viral,” you receive likes, comments, reposts, shares, and bookmarks. These response notifications prompt the reward systems in our brains.[3] Many fast notifications results in dopamine release. To keep that feel-good feeling going, we keep checking, acting in a way similar to gambling addictions.[3]
Algorithms also take advantage of a variable-reward system because they are programmed to recognize when to take advantage of our reward system and desire for dopamine.[3] This often results in a stockpile of notifications that get delayed until a good amount of time since the last check has passed or a large amount of engagement has accumulated.
For a personal insight into going viral, I interviewed a college student who had recently experienced the sensation of going viral. They said, “I recently had a video go viral on TikTok. It was a video of the Indie-Rock band Boygenius and one of their members, singer Phoebe Bridgers, singing a verse from their song ‘Cool About It.’ I had taken the video at a concert I had recently attended and decided to post it on TikTok since I was lucky enough to be pretty close to the stage. Over the next few days after I posted it, it got 118k views, 32k likes, and 500 comments, and was saved by more than 4000 people. Once it started picking up traction, I became obsessed with checking my notifications and seeing all the new comments. I would constantly look to see how many views I was at each hour. I even got a like from a TikTok creator who I really enjoy so that was very exciting for me.”
Although going viral is thrilling, notifications can be harmful when they are overly distracting.[4] To compensate for smartphone interruptions, studies have shown that people often work faster, resulting in more stress, frustration, time pressure, and effort.[4] Research has linked daily notifications and their interruptions to depression, anxiety, and even symptoms associated with ADHD.[5]
Our interview also revealed that the euphoria of going viral is short-lived and needs constant “re-upping.” Our subject elaborated, “Once the video started to die down though, I got annoyed by the notifications. They were distracting because they were so far and few in-between and nothing quite as exciting as the start. I got kinda sad that my viral moment was dying down. It made me want to post another video to see if it would get the same kind of attention.”
What does “going viral” do to our self-esteem?
Studies have shown that social media can be both detrimental to our self-esteem and boost it at the same time, but how does going viral change that?
Social media usage can add stress to daily life and encourage people to constantly evaluate and compare themselves to others.[6] When someone goes viral, they open themselves up to being judged by thousands of people, some of whom can be cruel, feeling emboldened by the veil of anonymity. While many would agree that the likes and views one receives on a viral post boosts their self-esteem and makes one feel good about themselves, it also allows for internet trolls to make their way into the comment section to bait others into an argument or provoke an emotional reaction.[7]
One-in-five internet users that have been victims of harassment online reported that it happened in the comment section of a website.[8] Reading negative comments can lessen confidence, reduce self-esteem, and depending on the severity, can even provoke suicidal thoughts.[9]
Our GKIS interviewee unfortunately also had experience with the negative side of going viral. They reported, “Before my video went super viral, I had posted another video that didn’t get as many views but still got a couple thousand views, a few hundred likes, and a good amount of comments. The video was clips of my girlfriend and me in celebration of our second anniversary. For the most part, the comments were really nice, with people calling us cute and being supportive. But after a little while of it being up, it got to the wrong side of TikTok. As a queer couple, we’re used to people being rude or staring at us, but to get negative comments just hurt more for some reason. This was a few months ago, but I still think about the comments from time to time. It honestly made me want to delete the whole video even though it was just a few comments out of a bunch of nice ones.”
How Parents Can Help
Understand that what you and your child post has the potential to go viral, even if you don’t want it to.
Set the privacy settings on posts to control who gets to see the content you share.
Prevent a digital injury to your child’s self-esteem before it occurs with our GKIS Screen Safety Toolkit for parents of kids of all ages.
To help facilitate difficult conversations about online content and who should see it, try out our free GKIS Connected Family Screen Agreement.
Twitter is a popular social media app that allows users to communicate with their peers through short “tweets” or posts. Many users post whatever is on their mind, what happened to them during the day or to reach out to their friends. Twitter has the potential for cyberbullying, communicating with strangers, sharing fake news, and viewing inappropriate content. This GKIS Sensible Guide provides the information parents need to know to be familiar with Twitter and make informed decisions on when and how to allow their children to use Twitter.
What is Twitter?
Twitter is a social media platform that allows users to communicate with others using short messages. Twitter messages are called “tweets” and may include text, photos, and videos. Many people use Twitter to follow and reach out to others and to post tweets that aim at becoming “viral.”
Many companies like Target, Starbucks, and fast-food restaurants have Twitter accounts and use them to advertise their products and reach customers. Twitter is also useful for customer service and reporting issues to companies. During highly political times, it is not uncommon to see politicians and their followers using Twitter to garner support and attack opposing opinions.
Twitter has produced many popular influencers. Katy Perry and Justin Bieber are the popular influencers for entertainment/celebrity. Elon Musk, inventor of Tesla, and Jack Dorsey, founder of Twitter, are the top influencers in the technology area. There are several other areas with influencers including The Frugal Traveler as a travel influencer, Jamie Oliver as a health influencer, and Atelier Dore as a fashion influencer.[1]
How long has Twitter been around and how popular is it?
Twitter was founded by Jack Dorsey and officially launched in July of 2006. It is based in San Francisco and has over 25 offices around the world. In a statistic published in February 2020, 56.2% of United States Twitter users were male.[2] There is a wide age range of users with the most common ages 25 to 34 and 55 to 64.[3] In 2019, 330 million monthly active users were reported.[4]
How old is old enough for adoption?
According to Twitter’s Terms of Service, a user “must be at least 13 years old to use the Services.” [5] This age is selected for compliance with the U.S.’s Children’s Online Privacy Protection Act (COPPA). However, in Dr. Bennett’s book Screen Time in the Mean Time, she recommends no social media app adoption until at least the second semester of sixth grade, when kids have more social experience for creative problem solving and are no longer transitioning into middle school. (If the seventh grade is a transition year in your community, she recommends waiting until spring semester for the introduction). Because every child has unique strengths and vulnerabilities, parents are well suited to make the best-informed decision for their family.
What is included in the personal profile?
To create a Twitter account, you will need to enter your name, phone number or email, and create a password. The name you enter does not have to be your real name. It can also be a nickname. You will be directed to set a profile photo that will be used as a thumbnail for all your tweets. A cover photo may also be uploaded and will appear at the top of your profile.
A profile also includes your birthday, including the year, and the month and year that you joined Twitter. It also displays the number of people who follow you and the number of people that you follow. The profile also has four tabs that include Tweets, Tweets & replies, Media, and Likes.
Tweets: Shows all tweets the user has posted or retweeted.
Tweets, retweets, & replies: Shows all tweets the user has posted or retweeted and any replies to tweets.
Media: Shows any photos, videos, or gifs the user has tweeted.
Likes: Shows all tweets the user has liked.
When clicking on a stranger’s profile, it will display if they are following you. It will also list everyone that follows them and that you follow. It also gives you an option to follow the user, turn on their notifications, send them a direct message, and mute, block, or report.
What are the privacy options?
When clicking on “Privacy and Safety” in your settings, Twitter gives you several options which include information on protecting your tweets, direct messages, discoverability and contacts, safety, and personalization and data.
Tweets
The Protect your Tweets option allows users to only show their tweets to those that follow them. This also requires users to approve their followers.
The location information option allows users to add their location to each of their tweets. Users also have the ability to delete all location information.
The photo tagging option allows users to block others from tagging them in photos.
Direct Messages
Users are able to block others from messaging them
Users are able to turn on or off their read receipts which notify the sender with the time they read their message.
Discoverability and Contacts
Users are able to allow people to find their accounts using their phone number or email address.
Safety
Users have the option of blocking media that may contain sensitive content
User can also mark the media they tweet as containing sensitive content
Users have the option of muting works or account
Users can block accounts which means they will no longer see the account and the account will no longer see their account
Users can change their notification settings or turn off notifications
Personalization and Data
Through these settings, users can control how Twitter personalizes content and collects and shares certain data
Users can block Twitter from sharing their data with business partners.
What are the risks for use?
Inappropriate Content
It is easy for users to stumble upon potentially inappropriate content for their age and/or fake news. If one user retweets or shares something potentially inappropriate, all their followers will see that post. The best way to prevent your child from viewing inappropriate content on their Twitter feed is to go through their privacy settings and make sure to block inappropriate accounts. Requiring your child to get approval before the following accounts is another way to prevent inappropriate content. Please note, however, that once on Twitter it is impossible to filter out all inappropriate content.
Cyberbullying
Twitter carries a major risk for cyberbullying due to the anonymous nature of the platform. Twitter users may use a fake name and photo in order to remain anonymous and then send harmful messages or leave harmful comments on others’ tweets. The best way to prevent cyberbullying is to have the Twitter profile set on private and only approve people who are known by the user.
Sub tweeting is another common form of cyberbullying that is found on the platform. Sub tweeting means posting a tweet about someone without specifically naming that person. Most subtweets are harmful and are used as a way to attack a person without having an explicit connection to that person. Once again, even with best efforts, it’s impossible to block all cyberbully behaviors once on the Twitter platform.
Communicating with Strangers
Users who have a public profile are able to be contacted by any Twitter user. This means that strangers of any age can message a user and send them text or photos. Predators have the ability to send messages to young users. A private Twitter account is the best way to prevent contact with strangers.
Distractibility & Constant Access
Twitter produces a wide variety of content which makes it easy to keep scrolling for hours. Users often start looking at one tweet which leads to others of similar content. The cycle can go on for hours. Also, consider how comfortable you are having your child’s friends have constant screen access with your child. Social media fills one’s digital inbox constantly, all-the-time.
GetKidsInternetSafe rates Twitter as a yellow-light app due to the easy access to strangers, inappropriate content, and the potential for cyberbullying. Twitter tries to block inappropriate content from being posted, but there are millions of users who post multiple times a day. If you do opt to allow Twitter, be sure and get your child’s username and password and monitor posts.
Thank you to CSUCI intern Makenzie Stancliff for co-authoring this article. For more information on keeping your child safe on social media, check out the Get Kids Internet Safe Screen Safety Toolkit. Be sure to add Twitter on to the free GKIS Connected Family Agreement as a “not yet.”
I’m the mom psychologist who will help you GetKidsInternetSafe.
[1] Meet The Top Twitter Influencers by Topic. (2018, February 20). Retrieved from https://izea.com/2018/02/20/influencers-on-twitter/
[2] Clement, J. (2020, February 18). U.S. Twitter user distribution by gender 2020. Retrieved from https://www.statista.com/statistics/678794/united-states-twitter-gender-distribution/
[3] Clement, J. (2019, August 9). Twitter: U.S. user age distribution 2018. Retrieved from https://www.statista.com/statistics/192703/age-distribution-of-users-on-twitter-in-the-united-states/
[4] Clement, J. (2019, August 14). Twitter: number of active users 2010-2019. Retrieved from https://www.statista.com/statistics/282087/number-of-monthly-active-twitter-users/
[5] Twitter Terms of Service. (n.d.). Retrieved from https://twitter.com/en/tos
Thanks to CSUCI intern, Katherine Carroll for researching “going viral” and its effect on the brain and self-esteem.
