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The video, which got over 14 million views, was largely praised on TikTok— even inspiring Meiz to create a social club in New York that helps people meet new friends.

But as the format continues to grow in popularity, the trend isn’t just turning personal information into mineable content online — it’s slowly carving away privacy in real life.

In Yancy’s case, less than seven days after her video was posted, it had been viewed 1.2 million times and included a comments section full of sleuths desperate to find Sarah.

In her video, which has been viewed 2.3 million times, Kotzur said the gossip went from “tame” to “sinister,” describing the women complaining about their bridesmaids’ dresses, the wedding flowers, and how they were asked to style their hair.

Psychologist Francis McAndrew tells Rolling Stone that gossip itself has been a longstanding part of how people share information and knowledge in social settings, which is why it can be so compelling online even if it centers around strangers.

“Because if the goal of gossip as a societal reinforcement structure is to teach other people how to behave, then what you should be doing is leaning over and asking questions to that table across from you and not posting it on the internet.

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