Experiment: Does the 7-Second TikTok Challenge Actually Work?
TikTokers are sharing an intriguing new theory: you get a ton of reach with videos that are a maximum of seven seconds long.
While dancing, lip-synching, mom-pranking, and trying to make “goblincore” a thing are among the more popular things to do on TikTok, for ambitious creators and social media managers, there’s one activity that trumps them all: trying to game the TikTok algorithm .
At this point, TikTok has been downloaded more than 2 billion times , with over 689 million active users globally. It’s the fastest-growing social media platform in the world, and making it onto the For You Page (or “FYP,” as TikTok users far busier than me say) is an opportunity to get a taste of a massive, highly engaged new audience.
The For You Page is where likes, views, and new followers are found; where TikTok legends are born! No wonder so many people are obsessed with trying to crack the code (and why we’ve spent so much time experimenting with TikTok hacks ourselves!)
So when we heard about a new challenge that allegedly offered a shortcut to getting on the FYP, we jumped on it. Known as the Seven-Second Challenge , TikTok creators were reporting incredible engagement, simply by posting text-heavy, seven-second videos featuring trending audio clips.
Was it really that easy? Or just a coincidence? The Hootsuite social team warmed up their typing thumbs, cued up a hot new track, and bravely hit record to find out.
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Hypothesis: 7-second TikTok videos with lots of text get more reach
TikTok users are currently sharing an intriguing new theory: you get a ton of reach with videos that are a maximum of seven seconds long that feature lots of text and a trending sound.
@marissajmauricio Lmk if this worked for you🤷🏽♀️ #sevensecondchallenge #lifestylefitness #blackgirltiktok #gootd ♬ Breakin my heart – Jodeci’s groupie
It’s a hack to beat the TikTok algorithm that seems almost too easy — suspicious, even! No wonder most of the videos tagged with the trending TikTok hashtag #sevensecondchallenge include text that comments on the whether or not the challenge itself actually works. Even the Red Sox (baseball, maybe you’ve heard of it?) are giving it a whirl.
@redsox Did it work? Did we go viral yet? #sevensecondchallenge #7seconds #redsox ♬ Everybody Wants To Rule The World – The Moving Stills
@nonieemariee Lmk if this works for you 🤷🏼♀️ #sevensecondchallenge #fypシ #viral #Ohio #cleveland ♬ Breakin my heart – Jodeci’s groupie
Some #sevensecondchallenge videos have achieved millions of views; others had a far smaller reach. But to really judge if this hypothesis was true, the Hootsuite team would have to put its own account to the test.
Methodology
Three key ingredients are required for the seven-second TikTok challenge:
- A seven-second video. According to the theory, the actual content of this video doesn’t really matter. It could be a rainbow over a ball stadium, a mirror shot of your best athleisure outfit, or footage of you eating popcorn out of a tub . Follow your bliss!
- A trending sound clip. TikTok already prioritizes videos with trending audio anyways on its FYP (at least with the latest TikTok algorithm ), so this component is key! Don’t try to be an original here: bow to the whims of the masses!
- “Lots” of text. There doesn’t seem to be a consistent recommendation for how long “lots” is, but most people trying this hack write about a paragraph — basically, something that might take seven seconds to read.
“Some people post videos of people literally doing nothing, other videos are informational,” says Hootsuite social marketing coordinator Eileen Kwok. “People get creative with it, which is the fun part of TikTok.”
With this in mind, Kwok and Hootsuite’s social media team created three different videos to post and observe.
The first featured Owly, a ton of text, and a trending song.
@hootsuite Am I enough? ♬ original sound – itgirl
Video two featured a Hootsuite team member tapping away on her computer, with text about a “productivity hack,” and a trending song.
@hootsuite try this hack yourself 🙌💯 ♬ original sound – edsheeransgingerpub3s 😘🤪
Video three showcased another Hootsuite team member working on a laptop poolside, with text explaining the seven-second trend. This time, however, the video used original audio of someone counting down to seven instead of a trending song.
@hootsuite DIY version of the #7secondchallenge ♬ original sound – Hootsuite
Now, we turn to TikTok analytics — and our TikTok pro Kwok! — to see if this trio of videos were a #sevensecondsuccess.
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TL;DR: The seven-second challenge resulted in longer-than-average watch times and farther reach on the For You Page.
Compared to the average number of views a Hootsuite TikTok video gets, the first two videos, which used trending audio, performed well — the second in particular, with almost half a million views.
Also noteworthy: the watch time on these hot slices of content.
VIDEO | VIEWS | LIKES | COMMENTS | SHARES | WATCH TIME |
---|---|---|---|---|---|
Owly | 5,190 | 714 | 31 | 2 | 8.8 seconds |
Manager Tip | 497K | 8,204 | 54 | 99 | 8.2 seconds |
Poolside | 1,080 | 75 | 4 | 2 | 6.3 seconds |
But what really stood out to Kwok about this experiment was how many of these views came from the For You Page.
“It’s the holy grail of TikTok,” says Kwok. “The higher the percentage of FYP views, the better it does.”
Here’s a closer look at the analytics for each video:
For the Owly video, 50% of the views came from the For You page: evidence that it got some serious reach.
Even more impressive was the FYP performance of the Manager Tip video, because 100% (!) of the views came from the For You Page. (In fact, the Manager Tip video is still performing well even weeks later, with likes and views increasing every day.)
In comparison, the Poolside video, which garnered the lowest stats of all three of these experimental masterpieces, only had 36% of views come from the For You Page.
There were a couple of factors distinguishing the Poolside video from the other two that could account for this dip in performance. Number one, it used original audio instead of trending audio, and number two, the text didn’t really offer much of a takeaway.
In other words: it veered away from the recommended structure of the seven-second challenge, and may just be evidence that this hack, unlike so many other supposed TikTok quick fixes, does actually work.
What do the results mean?
From this little experiment, we’ve found decent evidence of some new TikTok practices to help amp up your engagement and reach.
Longer text = longer watch times
It’s not surprising that a paragraph of text encourages viewers to stick with your video longer — they’re likely to be tempted to read the whole thing. Pique that curiosity and reap the engagement benefits.
“The more text you have on the screen, the better. It increases watch time,” says Kwok. (Looks like we’re not just scientists over here on the Experiments Blog … we’re math wizards, too!)
But… what the text says matters
Yes, longer text makes a difference. But it shouldn’t just be gibberish. (Sorry to any Minions or Sims reading this.) “There needs to be some point to it, whether it’s funny or cheeky or informative,” says Kwok.
The first two videos offered some entertainment value, while the text of video number three was kind of like the copy from a chain email, which could possibly account for the lack of engagement here.
The Manager Tip video in particular garnered a startling number of shares, likely because it had a clear takeaway (even if it was probably-maybe-sort-of a joke). Videos with lots of shares get an algorithmic boost — TikTok wants everyone to get a taste of share-worthy content! — so consider this your incentive to use text that offers helpful hot tips.
Keep the video short
One of the reasons this challenge may be working is that it keeps things brief. On TikTok, brevity is king.
“I’m not saying it has to be seven seconds, but shorter is better,” advises Kwok. “People have short attention spans, especially on TikTok.” However long the video is in total, you’re not delivering value in those first three seconds, you’re probably too late.
… and keep them watching
The algorithm favors videos with high watch times, so if there’s a way to hook the viewer and keep them watching, do it. The lots-of-text trick is one way to prevent them from skipping past your video, but generally speaking, creating engaging video content that’s entertaining and informative is going to serve you well.
What TikTok users consider entertaining and informative, though, is maybe a matter for another experiment.
“There’s no right answer,” laughs Kwok. “I’ll spend so long on a video I think is so funny and get nothing, and then a video I spend no time on does super well.”
Luckily, it’s a platform that’s perfect for experimentation. Get creative , dig into the results, and find your own perfect blend of content. Is that as sexy as a #sevensecondchallege? Maybe not. But we’re sure you can find a fun TikTok hashtag to throw on whatever you come up with anyways.
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Stacey McLachlan is an award-winning writer and editor from Vancouver with more than a decade of experience working for print and digital publications.
She is editor-at-large for Western Living and Vancouver Magazine, author of the National Magazine Award-nominated 'City Informer' column, and a regular contributor to Dwell. Her previous work covers a wide range of topics, from SEO-focused thought-leadership to profiles of mushroom foragers, but her specialties include design, people, social media strategy, and humor.
You can usually find her at the beach, or cleaning sand out of her bag.
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15 TikTok Science Experiments To Show Your Students
Fake snow, vortex pouring, and more!
Looking for some amazing science experiments to show your students? TikTok has you covered! Entertain them with these TikTok science experiments that will teach them about centripetal force, polymers, Bernoulli’s principle, and more.
Put out a candle from far away
Bill Nye shows how to use compressed air to put out a candle flame. Love those sound effects!
@billnye Stuck at home with nothing to do? Consider the following #ScienceExperiment to help pass the time… #LearnOnTikTok #TikTokPartner ♬ original sound – Bill Nye
Coke and Mentos super-charged
Power Vision Tests has their own take on the Coke and Mentos challenge. Don’t try this one at home.
@_powervision_ Coca Cola and Mentos = Super Reaction #trick #sciencemoment #scienceexperiment #science #tricks #cocacola #mentos #idea #experiment #pvexp ♬ My Songs Know What You Did in the Dark (Light ’em Up) – Halloween Vampire
Metal expands
Mrs. Nancy Bullard shows us that metal does indeed expand when it’s heated!
@mrs.b.tv It’s the ice bath at the end for me 😏🙌🏽🧊 #LearnOnTikTok #TikTokPartner #science #scienceexperiments #metals ♬ original sound – Mrs. B TV
Centripetal force like you’ve never seen
Steve Spangler increases your anxiety by spinning coffee in a mug and multiple glasses at once. “Stopping is the hardest part!”
@stevespangler Spinning Cups – Centripetal Force Board! #scienceexperiment #science #learnontiktok #tiktokpartner #edutok ♬ original sound – @stevespangler
Nucleation demonstration
Mrs. B shows us how nucleation can freeze an entire bottle of water in seconds.
@mrs.b.tv This gave me major Elsa vibes ❄️ #instantfreeze #learnontiktok #tiktokpartner #makeitmagical #scienceismagic ♬ original sound – Mrs. B TV
Make instant black water
Or some sort of liquid anyway! Nick Uhas explains.
@nickuhas Watch until the end for the super sized version!! (It was too much for the bathroom 😳🤘🏻🥽) #scienceathome #didyouknow #nickuhas #showandtell ♬ Up Beat (Married Life) – Kenyi
Create a vortex
To empty the bottle the fastest way. Incredible Science shows us more.
@incrediblescience Quickest way to empty a bottle! Create a vortex #MakeItMagical #vortex #scienceexperiments ♬ original sound – Incredible Science
Make fake snow
A fun activity for the holidays, and you can play with it for hours!
@mrs.b.tv ❄️☃️Fake Snow☃️❄️ #learnontiktok #tiktokpartner #stemlife #scienceathome #scienceexperiments ♬ original sound – Mrs. B TV
Turn milk into plastic
Heating it turns it into a polymer.
@itztalgal MILK INTO PLASTIC RESULTS!! #results #explanationvideo #scienceexperiment #fyp #foryoupage #foryou #foryourpage #itztalgal ♬ original sound – Itztalgal💕
How soap works
Bill Nye shows us the importance of washing our hands with soap.
@billnye Friendly reminder to #WashYourHands people(s)! #LearnOnTikTok #TikTokPartner ♬ original sound – Bill Nye
How not to break an egg
Incredible Science shows you that if you hold an egg just right, you won’t break it!
@incrediblescience
Impossible to break an egg this way! #eggchallenge #eggdrop #scienceexperiments #learnontiktok #teachersoftiktok
♬ you broke me first – Tate McRae
Learn to balance
Steve Spangler shows us how to conquer the balancing nail challenge.
@stevespangler The Balancing Nails Challenge! #learnontiktok #tiktokpartner #edutok #foryou #scienceexperiments ♬ original sound – @stevespangler
Learn Bernoulli’s principle
Mrs. B demonstrates this principle with balloons and a straw.
@mrs.b.tv This works with ping pong balls too! #LearnOnTikTok #TikTokPartner #science #bernoulliprinciple #scienceexperiments ♬ original sound – Mrs. B TV
Do you have any cool TikTok science experiments to share? Post in the comments below!
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Perspective | teacher’s social media science experiments reach millions.
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by Jessica Wells, EducationNC July 26, 2021
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Solar systems, skeletons, and stacks of supplies line the walls in Nancy Bullard’s classroom. Bullard — better known as Mrs. B — is the science lab teacher at Huntingtowne Farms Elementary School in Charlotte, North Carolina. Every student from kindergarten through fifth grade comes to her class at least once a week for hands-on science lessons.
“This is the place,” Bullard said, “where you get to blow stuff up and get messy.”
But how do you do that when teaching through a computer screen?
For Mrs. B, the answer was social media.
When classrooms went virtual in March 2020, Bullard and other teachers noticed a drop in attendance. Bullard knew her students were on social media and decided to try posting videos of science experiments on TikTok.
“My hope was that maybe my kids are scrolling through TikTok,” she said, “and my face pops up and they come to class the next day and say, ‘Hey, Mrs. B, I saw you on TikTok!’”
By the end of the school year, she had 1,000 followers on her channel @mrs.b.tv. Today, more than 2.6 million students, teachers, and science enthusiasts follow her for easy experiments they can do at home or in their own classrooms.
“I’m just blown away that it has drawn the attention of so many people.”
One of her most popular videos — with 5.6 million likes — is Bullard dipping a spoonful of cocoa powder into a cup of water. As she pulls the spoon out, like magic, the cocoa powder stays dry. Bullard explains that it’s not magic, but that cocoa powder repels water because it’s hydrophobic, a concept usually learned in chemistry.
Bullard started with simple experiments that could be done with items most students had at home. As the school year progressed, teachers made packets of take-home assignments that parents picked up once a month. With the help of nonprofit Classroom Central , Bullard made STEM kits (science, technology, engineering and math) with supplies for experiments they could do together.
Classroom Central provides teachers in the six counties surrounding Charlotte with supplies so they don’t have to spend as much of their own money for their students. Duke Energy is a long-time supporter of the nonprofit. Every year, employees participate in a school supply drive.
In addition to employee donations, Duke Energy Foundation has given more than $150,000 to Classroom Central since 2015. Last school year, Classroom Central gave teachers $5.3 million worth of supplies and established an online store with curbside pickup during the pandemic.
“I think I can speak on behalf of all the teachers who took advantage of Classroom Central — this school year in particular,” Bullard said, “it’s overwhelmingly helpful when you’re not having to spend your own money and your students are well provided for.”
Bullard packed her STEM kits with an assortment of items from hot chocolate to balloons that would help her students learn about energy. When it was time for class, sitting in front of her laptop in an empty classroom, Bullard took supplies out of her kit while her students did the same at their homes. Together, they built a catapult with popsicle sticks, rubber bands, and a plastic spoon to launch marshmallows into hot chocolate — a much more entertaining way to learn about forces of motion than a textbook.
In addition to being fun, it’s effective. Studies show that hands-on lessons improve retention. Bullard said her goal is to make science fun for her students so they’ll have a better understanding of the concepts and maybe develop scientific interests.
TikTok has helped her do that and more by giving millions a glimpse into her classroom.
“The goal of this classroom is to get kids involved in hands-on science,” she said. “That was my goal during the pandemic. That was my goal before the pandemic, and it is still my goal.”
Throughout the pandemic, Duke Energy supported teachers like Mrs. B. as they found new ways to teach and engage students. Duke Energy donated more than $8 million to COVID-relief efforts in the seven states it serves including more than $800,000 to K-12 organizations like Classroom Central in North Carolina.
In Raleigh, $20,000 helped Marbles Kids Museum launch Marbles Learn & Play to provide online learning opportunities for students. The online content gives parents hands-on STEM activities they can do at home with their children.
“Since COVID-19 forced us to close the museum to the public, we’ve had to reduce staff and delay major projects,” said Sally Edwards, CEO of Marbles Kids Museum. “This flexible funding from Duke Energy helped us pivot to connect virtually with our community during closure and implement new sustainability practices to ensure we emerge from this crisis viable and ready to spark imagination, discovery, and learning through play.”
Jessica Wells is a writer for Duke Energy’s illumination website , where she tells stories about the company, its people, and the evolution of the energy industry.
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About The Extreme Diet Coke & Mentos Experiments This is the video that started it all: a backyard experiment became a cultural phenomenon. This is what happens when you combine 200 liters of Diet Coke and over 500 Mentos mints! Click here to read more of the amazing Coke & Mentos story.
How Does This Work? What makes the soda fly out of the bottle? Will you explode if you drink Coke and eat Mentos? Click here to find out !
Try This at Home! Yes, you can try this at home! You can get your own Coke & Mentos Kit , which includes nozzles just like the ones we use, or you can click here to learn how you can do it with stuff from around your house.
Credits The Extreme Diet Coke & Mentos Experiments by Fritz Grobe (the short one) and Stephen Voltz (the tall one). Music by AudioBody . Filmed in Buckfield, Maine, home of the Oddfellow Theater . Production assistance from Mike & Kim Miclon. Thanks to Brian & Nancy Bennett.
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Viral Science Experiments On Tiktok
@nickuhas Worlds Largest Elephant Toothpaste experiment w/@daviddobrik ##winterbreak ##elephanttoothpaste ##scienceexperiments ##nickuhas ##foam ##chemistry ♬ My House - Flo Rida
@_powervision_ Giant Balloons of Coke and Sprite + Mentos = ??? ##cocacola ##mentos ##science ##experiment ♬ FREAK - Tyga & Megan Thee Stallion
@eliestefania0 Here’s an easy food coloring idea for kids ##fyp ##kidsoftiktok ##foodcoloring ##scienceexperiments ♬ Lalala - Y2K & bbno$
@stephymarie578 when dad finds something cool on the internet ##scienceforkids ##scienceexperiments ##lavalamp ##InTheHouseparty @caseybagwell7 ♬ Float on the Sound (Ey) - Tiagz
@chemteacherphil Polymerization of sodium alginate ##chemistry ##hauntedtiktok ##scienceexperiments ##chemteacherphil ##fyp ##spookyseason ##halloween ##faceyourfear ##fypage ♬ original sound - chemteacherphil
@chemteacherphil Not gonna lye, this was a fun experiment! ##learnontiktok ##alwayslearning ##science ##chemistry ##randomthings ♬ Soda Pop - JacobZen
@5.minute.crafts Your safe Non-Newtonian fluid ⚗️ ##WatchMyMagic ##ScienceIsMagic ##science ##nonnewtonianfluid ##ScienceIsFun ##slime ♬ Zero Gravity - Louie Zong
@ronyestech For you🔥❤️ ##heart ##firechallenge ##flame ##sciencemoment ##love ♬ My Heart Will Go On - Claire Sweeney
@alexwaarren science experiments😂 Full video link in bioooo:) ♬ original sound - alexwaarren
If you are searching for the Viral Science Experiments On Tiktok, take a look and see if there is something here for you!
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YouTuber reveals the motivation and victim reactions behind that Social Media Experiment video
Tweeting, Instagramming, Facebooking: It’s become like breathing to us. We upload and geo-tag and post – we’re all basically living out personal Truman Show -esque existences, documenting what we look like, where we go, and what we do. And yesterday, YouTube comedian Jack Vale proved it .
“I use social media every day and all day given the nature of my work as a prankster and comedian, and being aware of the detailed information you can get when reviewing someone’s ‘status’, we wanted to see how hard it would be to get this information from people on the street,” says Vale, explaining his motives for conducting the experiment. Based on the video, there’s clearly enough information on anyone on the Internet, if you know where and how to look for pertinent data.
“One was happy when I revealed it was a joke but the other guy was upset because he claimed I ‘invaded his privacy.'”
Oftentimes, we forget that too much of anything is bad – in this case, it’s sharing personal information online. The experimented conducted by Vale explored just how much information on people can be culled from various social networking sites. If you haven’t seen it (go watch it), Vale does a David Blaine-like imitation, approaching strangers and reading off details about their lives as if he were a mind-reader or prescient. In reality, all he did was scour social networks for geo-tagged posts in his area, find the unsuspecting users, and read to them details they’d posted.
Most of the people who appeared in the video saw the hilarity in Vale’s stunt, and perhaps made a beeline for their own privacy settings. Vale says the most memorable reaction he got from targets came from the two subjects at the end of the video. “One was happy when I revealed it was a joke but the other guy was upset because he claimed I ‘invaded his privacy.’ I’m pretty sure he’s mistaken since what he posted was not private and he posted it for the whole world to see,” he says. The guy in question even left with a threat, saying he’d call the police.
The video’s takeaway lesson certainly hits home: Even the most careful Web savvy among us are susceptible to this type of “security breach.” Sure, it’s just a random guy approaching you who knows your recent life story, but you can see from the victims’ reactions, it’s frightening.
Even Vale went through an eye-opening experience while filming his video. “As a Dad, it did make me think about social media and how we use it a little differently. You need to be careful and a lot of times you need to be careful even when you think your settings are set to private. People can still get your information through posts of your friends, family, [and other contacts].”
And while Vale reveals that he personally discovered a multitude of ways to use our social media activity for potential future “experiments,” he says you shouldn’t worry about appearing in one of his stunts anytime soon. “I’m happily married with five kids so I won’t be hiding in a tree in your yard tonight. More than likely.”
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YouTube has implemented various measures over the years to try to ensure such comments stay off its video-sharing platform, or at least get pushed down the list to reduce visibility, but this week it’s launching a new feature aimed at encouraging people to think twice before posting a potentially offensive comment.
YouTube says its service is up and running again after an outage that lasted several hours on Wednesday, November 11.
The problems started at around 4 p.m. PT and lasted until around 6:30 p.m. PT.
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Mom's germ-repelling experiment wows millions in viral video
It's a science lesson, a health lesson and a super-viral video all in one.
On Facebook on Friday, mom of two Kelly Rose Sarno posted a video of her 4-year-old son, Declan, showing how soap repels germs in a simple experiment. It's since been shared 1.4 million times.
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"My husband saw the trick posted on Barstool Sports and said he thought it would be a great experiment to show our 4-year-old when he got home from school," Sarno told "Good Morning America."
The Boston area mom of two said she thought her followers would enjoy the video, bur she never thought it would reach as far as it did.
MORE: Coronavirus school closings: 8 ways to keep the peace while kids are home
"Everyone seems excited to share it with their littles," she said. "And there's lots of tags of teachers so they can try it in their classrooms."
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WELCOME TO THE VIRAL SCIENCE LAB
This website was developed in an effort to give students everywhere a deeper understanding of the science taught in classrooms, by sharing experiments that can be performed at home through student-made videos and handouts. Connections are made to scientific research, where possible, to help students appreciate the value of those basic concepts, and to inspire and empower them to conquer important scientific problems in the future. Thank you for looking at our site. Feel free to look around, and please leave your comments on the content through our survey page.
BE SOCIAL. GO VIRAL.
YouTube: Where you can experiment on humans as much as you like
Alan Martin Alan has been writing about science, tech, games and politics for a decade, with a period in game production in the middle. He has a special soft spot for the Internet of Things, healthcare, psychology and fitness trackers – despite most of them offering the same critique: he’s not fit enough. Alan is also the only person you’ll find in the Venn diagram of “people who’ve written for Nuts ” and “people who’ve written for the New Statesman ”. Read more December 11, 2015
Over the course of human history, some of the most memorable experiments are those that we wouldn’t be allowed to conduct nowadays. As with most things, regulation eventually catches up with dubious real-world practices, and loopholes are closed. The experiments undertaken before the door closed tend to become the stuff of infamy, though: Milgram’s experiment in obedience and the Stanford Prison Experiment are both taught in mainstream psychology courses. Part of their appeal is that they’re now forbidden.
As a quick recap, Milgram’s experiment showed that participants were prepared to deliver painful electric shocks to others when someone in authority told them to do so (although those seemingly in pain were actually actors). As you can see in the video below, despite their best instincts, some of the participants continued administering shocks to what would have been lethal levels.
https://youtube.com/watch?v=vXn2SZfwuSc
The Stanford Prison Experiment, on the other hand, involved a group of participants being randomly divided into guards and prisoners. Within days, the guards were going well beyond their remit in punishment of the dehumanised prisoners, and the experiment had to be cancelled early.
Of course, there are problems with these. In the former, participants are put through emotional stress without knowing the facts of the situation, and in the latter they were placed in actual danger. The catch-22 is that with the facts supplied or the danger removed, there would be no experiment.
But like science, television is regulated, and in any case, television’s influence has been shrinking for years. In its place: the unregulated Wild West of YouTube.
The trouble with YouTube
“It’s no coincidence that the majority of popular social experiment videos resemble candid camera pranks more than serious scientific study.”
YouTube has no regulation. How could it? More than 300 hours of footage is uploaded to the site every minute , and that means a lot of questionable content is posted – although most vanishes into obscurity. Recently, however, the blurring of “science” (the inverted commas are essential here) and entertainment that was first kicked off by television has been mimicked by YouTube’s prolific stars – with none of the original’s safeguards in place.
Interesting? Sure. Scientific? No. Ethical? Definitely not. Ethical regulations can effectively jettison a social experiment in the serious science world, because should researchers ignore the regulations, then a paper simply won’t be published. No such disincentive exists on YouTube, where ad revenue and fame are the drivers of innovation and progress. It’s the Wild West, and it’s no coincidence that the majority of popular social experiment videos resemble candid camera pranks more than serious scientific study.
On paper these may appear to be interesting pop-science studies, but at best they’re cheerful distractions – and at worst they’re worryingly unethical and misleading. Nothing illustrates this better than the recent case of Adrian Gee, an Australian YouTuber with almost 215,000 subscribers. A viral video of his was labelled as a social experiment, and what it seemed to show was shocking. In the film, Gee poses as a blind man asking for change from a $5 note, but proffering a $50. The film seems to catch several unscrupulous types not telling Gee and pocketing the money themselves.
But then Australia’s Today Tonight show exposed that Gee had hired actors for his “experiment” . In an extra layer of unethical behaviour, one of the actors involved alleges he wasn’t informed of the film’s usage, and has faced harsh judgements from friends and family who recognised his unique scars. To date, the original video has notched up more than two million views.
Ironically, Gee’s reaction to being called up on his fake experiments on Today Tonight provides exactly the kind of car-crash watching these “social experiments” do. He then went on to reveal that four further videos were also “partly staged”, after claiming that he’d had no problem doing media interviews about the staged video because “ most of the stuff they put out to air [is] all lies” anyway.
It was hardly a sensical excuse, but then he didn’t need to have one. Old media may have caught new media out, but so what? There can be no fines, and no bans: just the usual outrage, additional exposure and YouTube ad revenue that keeps the world spinning.
The internet takes the law into its own hands
Amazingly, though, it does seem that you can cross a line – even on the internet. Sam Pepper is a British YouTuber and former Big Brother star with, at the time of writing, 2,326,844 followers. To be fair, his videos don’t claim to be social experiments as such, and are more on the prank end of the spectrum. Last month, he released a video so harrowing that the internet fought back.
“It’s genuinely distressing, but has managed to rack up nearly eight million views – so that’s alright then, eh?”
But it seems Pepper managed to make a powerful enemy in the process: @TheAnonMessage (account since suspended) claimed to speak for hacking group Anonymous and threatened Pepper in a series of tweets to its 170,000 or so followers. The New Statesman records the tweets as reading: “ We’ve been notified of a sick, disturbing video uploaded by @sampepper. Yet again, he uses violent abuse to garner subscribers. This is something that we cannot stand for. This so-called prank should bring shame to the YouTube community for supporting this imbecile. This video must be taken down. @SamPepper you have been warned. You have 24 hours or we will unleash fucking hell on you.”
Could Anonymous be the guardians of regulation in the Wild West of YouTube? Don’t hold your breath:
The video is still live, and “fucking hell” has not been unleashed on Sam Pepper, as far as I can tell.
“Old media’s coverage of science created this monster. How and even if it can be tackled is anybody’s guess.”
You could argue that what a bunch of internet celebrities do on YouTube is pretty much a cultural irrelevance, and that nobody should believe what they watch online. There’s definitely some truth in that, but with a growing audience of impressionable (mostly) teenagers as the target audience, future world views could be distorted over time. Turns out most people won’t rob a blind man asking for change, no matter what the video told you.
Vote with your feet and don’t watch? That’s also wishful thinking: people love being outraged, as certain well-paid newspaper columnists know, and as long as the ad impressions roll in, you’re not going to disincentivise bad practice.
Maybe the best hope is that enough shadiness will be exposed to toss the reputation of social experiments down the drain, but in the case of most of these, the ethical pitfalls are obvious already and people still watch.
This brings me back to the genuine experiments of old. Very few people claim we should relax the ethical standards of science, but we still glorify the experiments undertaken before we saw sense. Old media’s coverage of science created this monster. How and even if it can be tackled is anybody’s guess.
READ THIS NEXT: When did science give up on studying ghosts?
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This 3-Ingredient "Experiment" Teaches Your Kids the Importance of Handwashing
My kids have had lots of questions this week, ranging from " why can't we go to the playground ?" to "can we see the coronavirus?" to "why do I have to wash my hands again?!" Although I am still trying to figure out how to explain much of this to my young kids , a quick-and-easy science experiment that has gone viral on Instagram is at least helping me to answer that last query.
Amanda Lorenzo, a preschool teacher in Miami, posted a video of this three-ingredient exercise that demonstrates the importance of handwashing to keep from catching — and spreading — germs.
Here's how it works:
- Fill a plate with water and then shake some pepper flakes on top.
- Put your finger in the water. Notice how it gets covered in pepper flakes!
- Coat another finger in hand soap and then put it in the water. Watch the pepper move away!
"I wish you all could've seen how truly shocked they were that the 'virus' moves away from the soap," she wrote in her caption. "So much fun and very informative!"
I tried it with my 3- and 5-year-old kids, and they both audibly gasped when their soap-coated finger repelled the pepper. Then, they demanded a repeat. Take a look:
Parents stuck at home with kids , this is worth trying. I can guarantee you already have everything you need in your kitchen (remember, it's just water, pepper, and soap), and it took less than two minutes to set up. But the best part? My kids are way more excited to wash their hands than ever before. Between that and their readily available cough pocket , I think we're getting somewhere.
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‘Take That Up with Somebody Else’: Black Woman Stands Her Ground Against Male ‘Karen’ Who Demands to Skip Her In Line for Electric Car Charger Station, Viral Video Shows
A viral TikTok video left numerous viewers baffled by one man’s attempt to talk a young woman out of her place in line for an electric car charging station by alleging that he was in line first but then left and came back.
The video, posted by TikTok user Desi Alexandria, shows the minor dispute between her and a young man that happened in a shopping plaza.
The man approaches Alexandria’s vehicle to try to explain that he was waiting in a line for a charging station in the plaza but left his place to check another charger that he discovered didn’t work.
By that time, Alexandria had driven up to wait in line for the first station.
“Hi, I’ve been waiting for this,” the man states once Alexandria rolls down her driver’s side window.
“I was in line. You weren’t in line?” Alexandria asks.
“I was in line, yes. I went to the charging station over there, and it wasn’t working, so I pulled over here, and I was waiting,” the man responds. “I’ve been waiting ahead of you.”
“You moved your feet, and you lost your seat, sir,” Alexandria plainly retorts. “How was I supposed to know you were in line?”
The other driver tells her where he was waiting and Alexandria replies that she was focused on getting in line for the charger and didn’t see him.
The man is heard claiming that Alexandria is lying and “being difficult.”
“You gotta take that up with somebody else, sorry,” Alexandria says, rolling up her window and effectively ending the discussion.
The brief clip captioned “My first Karen!! The entitlement is crazy,” drew nearly 8 million views on TikTok. Many commenters agreed with Alexandria’s position to reject the man’s request to take her place in line due to the fact he got out of line to check a different charging station.
“Did he just say he went to another pump? He thought he could just come back and be in the same spot in line?” one commenter questioned.
“If you went to another charging station, you weren’t in line,” someone else wrote.
“The fact he thought you was being difficult is wild,” another comment said.
Alexandria clarified to commenters that the shopping plaza had six charging stations. She also posted a second video showing another part of the encounter with the man in the parking lot of the plaza and thanked viewers for their support.
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WELCOME TO THE VIRAL SCIENCE LAB. This website was developed in an effort to give students everywhere a deeper understanding of the science taught in classrooms, by sharing experiments that can be performed at home through student-made videos and handouts. Connections are made to scientific research, where possible, to help students appreciate ...
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