Viral Challenges and the Rise of the Performance Self

In the digital age, even the simplest moments come with an audience. We film our coffee, our workouts and our sunsets; small proofs that we were there. A photo, a caption, a short video; what once felt private now feels unfinished until it is shared. Somewhere along the way, living online became a kind of performance. Every post is a small act, every like a quiet round of applause.

Viral challenges captured that shift before we even realised it was happening. What began as light-hearted fun, planking on pavements, pouring ice water for charity, freezing mid-dance, slowly turned into something bigger: proof of belonging in a world where visibility is its own reward.

The Planking Challenge, which spread globally around 2010, was simple and absurd, with people lying flat in unusual places and posting it online. The Ice Bucket Challenge, in 2014, took that same spirit and added purpose, raising millions for ALS research and turning empathy into engagement. By 2018, The Kiki Challenge had people dancing beside moving cars to Drake’s In My Feelings, showing how quickly participation can tip into risk.

Each of these moments says something about how we live now. We crave connection, community and the small thrill of being part of a shared trend. Yet, in chasing those moments, we also learn to curate ourselves, to stage spontaneity and rehearse authenticity until it feels natural.

But not every performance is empty. Some of these challenges have raised millions for research, inspired collective acts of kindness and reminded us that visibility can be powerful when used well. They show that the same tools that fuel vanity can also drive empathy, creativity and change.

Still, the line between living and performing is thin. The performance never really stops. The best we can do is decide which parts are worth playing.