You know the Aura Farming phenomenon that's been trending lately, right? Many people have been creating content about this trend on social media.

Aura farming can be described as someone who can build an aura, such as charisma or charm, so that they appear as the main character in a story or situation. This phenomenon went viral on social media, especially TikTok, after a video of a young child dancing on a boat during Pacu Jalur spread widely. His distinctive dance moves, accompanied by the song ‘Young Black & Rich,’ exuded strong confidence and captured the attention of many people. The ‘aura farming’ trend was then imitated by many people who followed the dance moves, making it widespread on social media. Many artists and influencers also joined in on the trend. 

So we know that, with the power of social media to make content go viral, everything can change quickly. The virality of this trend brought positive effects. Many  people have become more aware of Pacu Jalur, which originated from Kuantan Singingi Regency (Kuansing), Riau, Indonesia. Dika, the boy who went viral because of his dance, has also become known to many people and has had the opportunity to collaborate with many famous people. Meanwhile, the background music used has also become popular and is listened to by many people.

Content may go viral on social media when a large number of people view, comment on, or engage with it, leading to widespread exposure. This rapid diffusion often happens organically and can be unpredictable, as certain elements, whether it's humour, relatability, or novelty, resonate strongly with a broad audience. Regularly, content that goes viral garners a lot of attention quickly.

The virality of social media has two sides. It can serve as  a tool for social justice or positive change, but it can also violate privacy and incite hatred. In this digital age, it is important for us to use the power of virality wisely. By improving digital literacy and spreading positive content, we can create a healthy media ecosystem and encourage future generations to use technology responsibly. Ignoring negative content and not giving space for the spread of hatred is the first step in transforming the culture of virality into something more beneficial.