People claim they want to avoid sadness, yet their online behaviors reveal otherwise. The prevalence of content that evokes melancholy for the sake of views has become an intrinsic aspect of online culture. The question is, why does it resonate?
Whether you are part of a state-backed misinformation campaign, a content creator striving for recognition, or a business endeavoring to market a product, the key to garnering followers and making money online is to evoke emotions.
This logic is straightforward: internet users, akin to movie audiences and readers of books, are drawn to sad and poignant content, which in turn, is rewarded by algorithms. On major social media platforms, creators are compensated based on how long and deeply viewers engage with their posts. Consequently, the most effective approach to reach audiences is by catering to the algorithm. Creators aim to discern what the system favors and produce more of it, perpetuating a feedback loop.
The techniques employed by creators to attract views may sometimes be viewed cynically. Nevertheless, according to Nina Lutz, a researcher focusing on misinformation at the University of Washington, sadbait videos offer not only emotional triggers but also an avenue for individuals to express and explore their emotions.
Lutz explains, "I don't think it's a response to the content itself... but rather, the content serves as a space that may allow for people with enough common interests and experiences to come together."
The practice of using posts as a platform to discuss issues is a longstanding tradition online. Lutz recalls, "When I was a teen, this would happen a lot in fandom spaces or Tumblr, which were also public forums." People seek connection and often find it in unconventional places.
This form of outlet proves valuable in a society where expressing sadness can be deemed taboo, as noted by Basu. "[Crying videos] go viral because they don't fit into accepted social norms." Observing individuals express emotions usually confined to private settings offers viewers a glimpse into something private and valued, she adds.
The intimate nature of such online interactions might seem voyeuristic for viewers and exhibitionist for creators. However, Basu asserts that apart from eliciting emotions, sad content delves deeper by shedding light on and critiquing aspects of real-life society.
"In their passionate display of emotions, [these videos] complicate and expose the crevice between different kinds of divisions—class, caste or ethnicity, gender, sexuality, literacy and so on," Basu explains.
The act of emoting in unconventional ways or empathizing with others across social boundaries intrigues viewers, making crying videos captivating, Basu continues. Just like in other forms of art or performance, TikTok and other media provide a platform to challenge societal norms and expectations.
Furthermore, sad content's appeal lies in its ability to constantly reinterpret and connect with various social groups as it circulates. Basu emphasizes, "New interpretations emerge as it circulates through different social groups. These videos foster diverse social connections."
Although experts often analyze digital platforms as mechanisms solely for seeking attention, Lutz points out that users are generally well aware of the dynamics at play. Users actively engage with content to achieve their own objectives, understanding the underlying engagement strategies in the digital realm. And despite the irony or humor intertwined with their interaction with content, users' engagement, whether sincere or not, contributes to the success of the post.
Ultimately, the effectiveness of sadbait content online lies in one fundamental truth: people are drawn to it.