Clout-lighting: pranking your partner for likes is a surefire way to get dumped this April Fools' Day

By Gary Mortimer, Professor of Marketing and Consumer Behaviour, Queensland University of Technology
Louise Grimmer, Senior Lecturer in Retail Marketing, University of Tasmania

What would you do to get more likes or shares on your favourite social media platform this April Fool’s Day?

Would you blast an airhorn in your partner’s ear while they’re sleeping, record and upload their reaction online? Would you put hot chilli in their food, then film and share their distress?

Online prank videos are nothing new, and while many are lighthearted, a concerning sub-genre called “clout-lighting” has been emerging…

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