Why We Fall for Social Media Trends

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In the era of Instagram and TikTok, trends catch on quickly. People appear to be captivated by these social media trends, whether it's the nostalgic Dolly Parton Challenge that went popular in early 2020 or the calming Studio Ghibli aesthetic, now a trend thanks to OpenAI's recently released tool. But what motivates us to participate in, duplicate, and post these ephemeral encounters online? Understanding trend-following psychology can help one better understand identity, belonging, and the human urge for connection.

Herd Mentality and Social Proof

The idea of herd mentality, a psychological phenomena in which people accept behaviours or ideas just because a large number of other people are doing the same, is at the heart of trend-following. Our evolutionary past is firmly ingrained in this tendency. Following the herd was frequently necessary for life in early human cultures; going it alone may be lethal.

Cialdini (2007) created the phrase "social proof" to describe how people nowadays try to emulate others' behaviour in an effort to reflect "correct" behaviour. We are more prone to believe that a trend is legitimate, appealing, or socially rewarding when we witness peers or influencers following it.

The Dolly Parton Challenge, for instance, appealed to our need to manage our identities across platforms by having participants submit a collage of four profile photographs that represented their respective selves on Facebook, Instagram, Tinder, and LinkedIn. It was instantly shareable, relatable, and funny. By taking part, users demonstrated their awareness of cultural discourse, which is a crucial type of social currency in the digital sphere.

Trends as Identity Playgrounds

We can curate different versions of ourselves with the help of social media. Every trend turns into a chance to investigate or strengthen one's identity. For example, the Ghibli trend encourages users to create films that resemble Studio Ghibli productions, replete with moody soundtracks, subdued lighting, and captions such as "POV: You're a side character in a Ghibli film." This appeals to a particular aesthetic and affective mood: calm, longing, and frequently nostalgic.

Psychologists argue that we construct our self-concept not just through introspection, but through social interaction and media representation (Goffman, 1959). Participating in the Ghibli trend involves more than just experimenting with filters; it involves presenting an idealised self that speaks to beauty, depth, and serenity. "This is the kind of life I wish I were living" is an example of aspirational identification.

The Dopamine Loop

In addition, there is a neurochemical element. When a trend receives likes, shares, or encouraging remarks, the dopamine reward mechanism in the brain promotes the behaviour. Social media has been shown to activate the same reward centres as drugs or food (Montag et al., 2019). By following trends, one might gain more recognition, approval, and, in certain situations, virality, which can become compulsive.

This is particularly powerful in settings when individuals are vying for attention. There is more motivation to follow trends when companies like TikTok give trending content priority in their algorithms. Users who are more motivated by extrinsic rewards than by intrinsic motivation may engage in a challenge or trend if it has a higher chance of increasing visibility, even if they are apathetic or slightly ashamed.

FOMO and Social Belonging

The fear of missing out, or FOMO, is also triggered by trends. Being excluded from a cultural inside joke can be the same of not taking part. This appeals to what Baumeister and Leary (1995) claimed to be a basic human drive—the psychological need for belonging.

Imagine going through reels where everyone posts their "LinkedIn-Facebook-Instagram-Tinder" collage or transforms their room into a Ghibli scenario. Not participating could seem like a social faux pas. People participate because they fear being left out, not necessarily because they are interested.

When Trends Get Dark

Some trends can become harmful, while many are benign or even positive. This similar psychological wiring is used by challenges that require risky behaviour, such as the "Blackout Challenge" or the previous "Tide Pod Challenge." Peer pressure, novelty seeking, and the need for approval can all lead people—especially teenagers—to make risky choices (Prinstein & Dodge, 2008).

Furthermore, flimsy forms of identity expression or stereotypes can be sustained by trends. For example, the Dolly Parton Challenge may inadvertently perpetuate restrictive ideas about how individuals should behave on dating applications as opposed to professional platforms. Even though it was all in good humour, it yet reflected underlying social norms around appropriate behaviour.

Trends as Collective Coping

On a more positive note, trends can also serve as a means of group coping. People used sourdough bread baking, viral dances, and funny challenges as coping mechanisms during the COVID-19 epidemic. People felt more linked across geographical borders as a result of these group behaviours.

With its surreal imagery and subdued narrative, the Ghibli movement may represent a deeper need for simplicity and tranquilly in the wake of the pandemic. Thus, following trends is more than just copying; it's creating meaning.

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Trends offer much more than just digital amusement, such as visually appealing filters and viral collages. They serve as a mental mirror, illuminating the ways in which we negotiate self-expression, identity, and belonging. While following trends can occasionally be a result of conformity, it can also be an act of creativity, a coping strategy, or a means of expressing one's sense of belonging.

One post at a time, trends serve as a reminder of our common humanity in a society that frequently feels divided.