THE RECENT case of an Iloilo vlogger suffering third-degree burns after setting himself on fire for content is as disturbing as it is tragic. In his pursuit of viral fame, he bathed himself in gasoline and lit a match — all for the sake of a few more views, likes, and followers. Now, he is nursing severe burns; in fact, he had to be hospitalized.
This is not an isolated incident. Across the world, countless content creators engage in increasingly reckless behavior to chase fleeting online attention. Whether it’s dangerous stunts, eating harmful substances, or defying common sense for shock value, the obsession with social media validation has become a serious problem. What used to be a space for creativity and entertainment has, for some, devolved into a battlefield where personal safety is willingly sacrificed for digital clout.
The need for validation is deeply ingrained in human psychology, but social media has amplified it to extreme levels. The instant gratification of likes and shares can become addictive, triggering the brain’s reward system in ways similar to gambling. The more engagement a post receives, the stronger the urge to up the ante — to do something even more extreme, outrageous, or dangerous to keep the audience hooked.
Beyond individual psychology, there is also a societal factor at play. In an era where being “internet famous” is seen as a legitimate career path, some individuals see risk-taking as a shortcut to success. Platforms incentivize viral content, and when the most shocking or dangerous videos gain the most traction, it sends the wrong message: that risk equals reward. Worse, young audiences, who look up to these influencers, may attempt to replicate such acts without understanding the consequences.
The Iloilo case is a wake-up call. Social media users, especially young aspiring influencers, must recognize that no amount of online fame is worth permanent injury — or worse, death. There must be greater emphasis on responsible content creation, where creativity and originality are valued over recklessness.
Of course, social media platforms must take accountability. While some have made efforts to ban harmful challenges, their algorithms still prioritize engagement over safety. Stricter policies on dangerous content should be enforced, and digital literacy programs must be strengthened to teach young Filipinos the real-world consequences of chasing viral fame.
And yes, parents, educators, and local communities must step in. Conversations about digital responsibility should be as common as discussions on road safety. Content creators who prioritize ethical storytelling should be celebrated more than those who take dangerous shortcuts to internet stardom.
If there is one lesson to take from this Iloilo incident, it is that social media fame is not worth life and limb. The pursuit of online recognition should never come at the cost of personal well-being. After all, a burned-out star — both literally and figuratively — shines for no one.
