When Viral Culture Encourages Risky Behaviour

Last Updated:

January 16th, 2026

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On average, a teenager is subject to almost 85 drug references a day in movies, music and, increasingly, through social media. In a world where attention moves faster than caution, we’re seeing viral trends turn risky behaviour into entertainment.

We’re examining how viral culture is exerting influence over real-world decisions, why young people are especially vulnerable and how to stay safe when the internet distorts genuine risk into a spectator sport.

The prevalence of “viral culture” today

Trends, challenges and “viral moments” traverse social media faster than anyone can process. A single video can gather millions of views in a matter of hours, pulling in an audience from every corner of the world. The viewers are getting younger, and many people simply cannot distinguish what is harmless and what is genuinely dangerous.

“Viral culture” is no longer a side-effect of the internet and social media. It has become one of its defining features.

Platforms like TikTok, Instagram and Snapchat have created an environment where imitation is encouraged before safety is considered. Speed matters more than understanding as influencers push their messages, veiled as “entertainment.”

How social media normalises risky behaviour

Some of the main ways people can be influenced by risky behaviour and social media include:

The illusion of safety through highly edited content
Most viral clips are carefully edited highlights, not full stories. You see the moment the stunt works, while the off-camera failed attempts, injuries, or panic are hidden from you. When these platforms show only the “best bits,” it creates an illusion that these behaviours are low-risk or easy to pull off. This false sense of safety is likely to nudge people towards copying something they’d never consider before watching a heavily edited video on it.
Challenges and trends that glamorise drug taking
Some social media challenges and trends directly or indirectly glamorise drug use. We now see YouTube shorts of people “rating” their highs, making dangerous substances look like playthings. The darker side is rarely shown, such as the blackouts, comedowns, addictions and long-term health damage. Drug taking is wrapped in a package as entertainment, which is starting to distort understanding for many viewers. Younger people are becoming more likely to listen to advice from social media than from their own parents, which may be contributing to more young people becoming addicted and seeking drug treatment.
Reward systems: why likes, shares, and validation push behaviour further
Social media platforms run on reward systems. When a risky post gets high views and engagement, it can influence susceptible viewers to think that this behaviour will bring me status and attention. That dopamine hit can be powerful, especially for people who already feel lonely or insecure. Seeing others praised for stunts and drug-related content might encourage the next person to go a step further, just to stand out.

Are young people especially vulnerable to viral trends?

Young people are navigating through forces of social pressure and validation that many older people are no longer swayed by. Viral trends, especially those tied to risky behaviour or drug experimentation, can carry far more influence during this stage of life than many adults realise.

Some of the factors making young people especially vulnerable include:

Developing brains and reduced risk-awareness
The prefrontal cortex, the part of the brain responsible for planning, judgement and impulse control, continues developing into the mid-20s. Naturally, this means young people can be more sensitive to reward and novelty, but slower to recognise genuine danger. A challenge or trend that “looks fun” online registers with them more strongly than the potential risks and consequences.
Identity, belonging and social comparison
A teen or young adult’s identity is shaped heavily by peer influence online, much more so than most adults. Viral trends online can appear as something to take part in, simply to feel like part of a larger group. When a risky act boosts someone’s popularity online, other young people might want to imitate it, just to avoid feeling left out.
Algorithms designed to keep you hooked
Platforms like TikTok push content based on engagement, whether positive or negative. Liking or commenting on a video of a risky trend means their algorithm will flood them with more. This goes some way to distort what feels “normal,” where harmful behaviour appears more common or socially accepted than it actually is.

internet addiction lonely woman

Real-world cases of dangerous viral trends

Viral trends appear to most of us as harmless when they’re confined to a screen. Yet their consequences when brought into the real world have had devastating results.

In recent years, a handful of viral trends have led to injuries and even some fatalities. In 2020, the “Benadryl Challenge” appeared on TikTok, which encouraged teens to take antihistamines to induce hallucinations. This led to multiple medical emergencies, including a case of seizure from overdose and the tragic death of a 13-year-old boy in the US.

In the UK, we have seen the emergence of the “Chroming/volatile inhalation” trend, in which people are encouraged to inhale toxic household fumes or chrome-based spray paint, for a momentary high. We’ve seen cases of cardiac arrest and the fatality of a UK teen in 2024 linked to this trend.

Last year also saw the rise of the “BORG challenge,” an acronym for “Blackout Rage Gallon.” The hashtag #BORG garnered more than 74 million views on Tik ok, with reports of dozens of American university students being hospitalised after joining the dangerous binge-drinking challenge.

Increasing pressures from peer influence online and the rising number of drug and drink-related trends makes it essential to look beyond the “entertainment” of a clip and take better care of ourselves.

How can I stay safe in a world of viral trends?

Staying safe online doesn’t have to mean avoiding social media altogether. Instead, we should take proactive measures to slow down and fully comprehend viral trends risks. These steps can help you ground yourself and prioritise teen safety digital culture:

  • Pause and evaluate the real risk (not the online one): Before copying a trend, ask yourself what you don’t see in the videos. What were the failed attempts? What were the injuries, consequences or edits removed? A 10-second clip is not likely to reflect the full story.
  • Take steps to moderate the content that comes your way: Use platform settings to hide certain trends, limit recommended content or mute hashtags that feel pressuring. Controlling your feed reduces exposure to challenges designed to provoke impulsive behaviour.
  • Strengthen your digital media literacy: Learn to recognise staged content, editing tricks, sponsorships and misleading “tutorials.” Understanding how platforms shape what you see makes you less vulnerable to copying something unsafe.

With small steps of awareness, people can still enjoy the fun side of viral culture without putting themselves or others in harm’s way.

Where can I get help?

If a viral trend has pushed you towards risky behaviour or new drug use, you don’t have to handle it alone. What happens online can feel overwhelming and persuasive, but real support exists offline.

At Linwood House, we help people break harmful patterns and rebuild confidence. We use evidence-based therapies to address drivers of addictive behaviour and safe medical detox to break free of addiction.

If you’re worried about your own behaviour or a loved one, reach out and talk to our team today. We’re here to help you regain control and step into a more confident future, free from addiction.

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