In less than a week, a seemingly average, 20-something single man has become TikTok's latest punching bag - with a hashtag of his own, millions of views and scores of videos decrying his name.
In less than a week, a seemingly average, 20-something single man has become TikTok's latest punching bag - with a hashtag of his own, millions of views and scores of videos decrying his name.Subscribe to The Post Most newsletter for the most important and interesting stories from The Washington Post.
Before West Elm Caleb, there was the infamous Couch Guy and Sabrina Prater - people who went viral on the video-sharing app and whose stories were scrutinized by a throng of internet sleuths. Through each iteration of what some experts have deemed "TikTok's witch hunt effect," the people who become a hashtag have been dehumanized into a meme and then left to pick up the pieces after the mob moves on.
"There has to be some sparking event or video moment that gets people who otherwise weren't aware of the situation to be intrigued about some relatively obscure person's life," she said. As views start picking up, a hashtag specific to the video pops up With TikTok's features incentivizing challenges, trends and duets, creators - who might not even be directly related to the situation - will pile up with their content, Richards said. Brands jump in trying to make a profit out of it - for instance, one dating app made a digital billboard with Caleb's dating profile. Hellman's tweeted "West Elm Caleb thinks mayo is spicy.
Unlike Instagram or Twitter, where access to content is largely dictated by the accounts a user follows, TikTok's highly personalized algorithm fuels its "For You" feed and determines which videos appear on a person's screen. Recommendations are based on followed accounts, videos that are liked or shared as well as a person's own content. Trending sounds and hashtags can also generate greater engagement.
For Broderick, this reverse-angry mob underscores not only the next TikTok trend, but the app's capacity for creating a villain - borne out of a melting pot of vigilante justice and consumers steadfast on boosting their numbers.
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