"It's become a bit of an inevitability: I'll be scrolling social media at night, as one does, when I stumble upon a drama-filled reel about someone going through a divorce. Then the algorithm does its thing and, before I know it, I'm being served countless #DivorceTok videos. It doesn't matter that I'm happily married - I can't seem to scroll past one of these reels without staying tuned in until the end. Many of my friends report being served (and watching) the same things. Which begs the question: Why are happily married people obsessed with watching breakup content?"
"The DivorceTok trend is so addictive because it is emotionally charged content. It's like reality TV. It's the same type of thing that drives people to watch shows like Love Island. We want to see what's going to happen. Will the couple reconcile?"
"In other words, it's kind of like reality TV in bite-sized form. It's got that cliffhanger quality many of us simply can't resist. And, of course, our algorithms amplify that fascination: Once you watch one, you're pulled into an endless scroll."
DivorceTok attracts viewers through emotionally charged, cliffhanger-style videos that mirror reality TV in bite-sized form. Algorithms amplify engagement by surfacing similar reels once a viewer watches one, creating endless scrolling. Parasocial intimacy develops as creators share intimate feelings, prompting viewers to feel trusted and invested. Many happily married viewers watch out of curiosity, suspense, and a desire for resolution or social comparison. Clinicians link the appeal to psychological impulses for drama and closure, and note that heavy consumption can reflect or influence concerns within viewers' own relationships.
Read at Scary Mommy
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