Outrage at Bargain Prices

Reinforced with algorithms!

Why small portions pack a big punch on the internet

Pile-ons are digital waves of outrage that can have a sudden and profound impact on people, companies or organizations. They are often triggered by a single comment or event that rapidly goes viral. The result: in no time at all, the number of critical posts and comments explodes—boosted primarily through sharing on social media. We are talking here about thousands of comments on a single topic. The discussion builds to a climax, shapes public debates and thus overshadows all other topics.

What we don’t notice at first glance: to generate this kind of pile-on, it often takes only a very active minority creating the impression of an enormous crowd. Studies have shown that it is usually only a very few accounts that stir up huge amounts of excitement. Posters often use automated computer programs—bots—or fake profiles to intensify the whole thing further. With the help of counterreactions like “love bombing” or floods of online support—or simply due to growing disinterest—a pile-on usually dies down after a few days. But the effects remain palpable for many people, and they can influence discussions for a long time to come.