In today's digital landscape, algorithms and social media trends have replaced the kings and queens of old as the new rulers of our attention. From infants to world leaders, everyone finds themselves caught in the gravitational pull of viral content that spreads across platforms at lightning speed.
The Evolution of Social Media: From Connection to Exclusivity
Social media began its journey in 1997 and gained massive popularity throughout the 2000s. Unlike many technological innovations, it was born from a genuine human need for connection and community. People across geographical boundaries could suddenly communicate, share experiences, and form bonds with like-minded individuals, creating what felt like a global "us."
As platforms like Facebook, X (formerly Twitter), Instagram, and TikTok grew, they developed distinct demographic identities. Facebook became the space for established networks and nostalgia, Reddit attracted theorists and critics, X became home to tech enthusiasts and opinion leaders, while Instagram and TikTok captivated scroll-hungry experimenters seeking constant novelty.
This very familiarity, however, has bred what Roman philosopher Lucius Apuleius noted in the second century CE: "Familiarity breeds contempt, while rarity wins admiration." The overwhelming saturation of social media has created a frustrating boredom among users, sparking a craving for smaller, more exclusive circles.
The Rise of Brain Rot Content
Enter the era of "brain rot" content—trends that gain popularity not through meaning but through exclusivity and the thrill of being "in the know." Two prime examples dominating the digital landscape are the '6-7' trend and 'Group 7' phenomenon.
The '6-7' trend has captured Gen Alpha's imagination precisely because it lacks any inherent meaning. From high school corridors to Broadway, young people proudly dance to the phrase, enjoying that it represents something only their circle understands. The trend originated from Philadelphia rapper Skrilla's 2024 track "Doot Doot (6 7)," featuring the lyric "6-7, I just bipped right on the highway." Even the artist admitted he "never put an actual meaning on it."
The phrase gained momentum through TikTok's hook videos and hit mainstream when paired with sports content, particularly videos of NBA star LaMelo Ball, who stands 6 feet 7 inches tall. Today, understanding '6-7' serves as an inside joke—a badge of honor for those who've scrolled enough or sought explanations online.
Meanwhile, Group 7 emerged from an even more chaotic origin story. In October 2025, musician Sophia James conducted a social experiment to promote her new song "So Unfair" by posting seven identical videos to determine which would attract the largest audience. She described the Group 7 video as a "little science experiment to see what kind of video gets the most reach."
The seventh video went viral, and participants quickly embraced it as their newfound status symbol, labeling it exclusively for "the baddies" and "elite group." Those who saw James's Group 7 video considered themselves members of a "top tier," "lucky," and "blessed" community. The digital trend transcended into physical reality with members organizing meet-ups in London, displaying their superiority badges earned simply by being present at the right algorithmic moment.
The Psychology Behind Meaningless Trends
This shift toward exclusivity-based content signals a deeper human desire for recognition—not merely as part of a crowd, but as part of the right crowd. In our current economy, where social media has become a quick source of income, engagement with such trends becomes understandable, if not predictable.
Users frequently cycle through "life-reset" and "stop doom-scrolling" content, but the wake-up call typically lasts only a day or two before they return to the endless scroll of horizonless content, making mental promises to use platforms more mindfully.
While social media's black hole can yield amazing ideas and experiences for those willing to dig deep, the surface reality has become less enjoyable. Every trend now has a limited shelf life, and once masses latch onto it, early adopters quickly move on to the next exclusive phenomenon.
What we're witnessing isn't random but represents a significant shift in social identity formation—belonging based not on shared meaning but on accessible exclusivity. From high schoolers to adults, people increasingly seek ways to stand out, even if that means associating with meaningless trends.
Perhaps the true antidote lies not in chasing exclusivity but in finding personal meaning and sharing it authentically with others. In a world chasing meaninglessness, originality has once again become the rarest currency worth pursuing.
