No one ever wants to admit that they enjoy drama, but let’s face it: we all do, especially when we aren’t a part of it. Social media has always aided in facilitating drama. From petty Facebook posts to subtweets on Twitter, drama is intertwined with social media. TikTok, however, has taken dramatics to a different level. Drama just doesn’t seem to have as strong of a grip on other social media platforms. So, why is TikTok so full of drama? Why does drama drive TikTok?
Drama Goes Viral
Going viral is an integral part of the TikTok algorithm. And, the app is designed in a way that allows any user to go viral. The TikTok algorithm emphasizes content interaction. The more people that engage with the post, the more will see it.
Drama is an easy way to go viral. People are naturally inclined to be want to know other people’s business. Furthermore, there is an allure to snooping into the drama of strangers. It has absolutely no bearing on you, so you are simply able to enjoy it. It’s reality television without producer setups and editing.
The Key to Remaining Relevant
Are you still relevant if no one is talking about you? The easiest way to stay on the radar is with a little controversy. Stirring the pot and throwing some subtle shade will always get people talking. If influencers want to remain popular they need to have people talking about them.
Take a look at Trisha Paytas, social media veteran and controversy expert. She is no stranger to drama–in fact, it’s her whole brand. She has been canceled countless times but manages to remain relevant by starting beef with any and all popular influencers. This can best be seen through her showdown with the D’Amelio sisters over their rude behavior during a recent video post wherein which a professional chef cooked food for the two girls. She made upwards of 100 TikToks on the subject and still brings it up occasionally.
Most recently, Paytas became the talk of social media after she unexpectedly left Frenemies, a podcast she cohosted with H3’s Ethan Klein. It got messy, to say the least, and what seemed like an unexpected split spiraled into a whole lot of drama.
Drama drives TikTok because it helps its users do two things: go viral and stay relevant. Everyone needs a little controversy in their lives, and let’s face it: we love to sit back and watch it go down.