Javier Lacort
Senior WriterI write long-form content at Xataka about the intersection between technology, business and society. I also host the daily Spanish podcast Loop infinito (Infinite Loop), where we analyze Apple news and put it into perspective. LinkedIn
There’s a bitter irony in the fact that millions of people turn to TikTok for emotional solace. The platform, which has significantly contributed to the rise of an attention-deficit generation, is now selling the antidote: videos of family reunions and acts of kindness, often accompanied by melancholy music.
This phenomenon is known as “hopecore,” the latest trend sweeping social media. Like any effective mass cultural product, it follows a simple formula. Users record an emotional moment, add a nostalgic song, and let the algorithm do its work. This is the new genre of viral content.
What makes hopecore particularly interesting isn’t merely its success but what it reveals about us as a digital society. Just as talent shows claim that anyone can be a star, hopecore implies that happiness is just a scroll away.
It represents the industrialization of hope in its purest form.
The mechanics remain consistent. The video typically begins with imagery depicting the toxicity of the Internet (politics, hate, conspiracies), and after a transition effect, it transports viewers to a kinder world. It’s as if switching tabs could provide an escape from the digital dystopia we’ve created.
And it works. Videos tagged with #hopecore have garnered billions of views. They’ve surpassed their predecessor, #corecore, which focused on existential misery. After years of digital cynicism, the pendulum has swung back toward optimism.
However, none of these videos mention that the very existence of this content is a symptom of the problem it aims to address. If you need daily doses of hope, especially while sitting on the toilet or just before going to sleep, perhaps you should reflect on what that reveals about the current state of social media.
Naturally, the market has already recognized this opportunity. Influencers and brands are taking over the hashtag with content that deviates from the movement’s original spirit and focuses instead on hitting KPIs. The industrialization of hope is underway, and TikTok is profiting from every new tear-jerking video of family reunions.
The question is whether this trend represents a genuine shift in online culture or just another temporary escape mechanism. After all, the culture industry is skilled at selling packaged comfort, and we’ve become adept at buying it. Just ask the person who spends half their paycheck on a lottery ticket every Christmas, all while sharing videos about finding joy in life’s little moments.
Hopecore represents the latest version of an age-old promise: A better world is just a click away. Similarly, many enjoyed watching redemption stories unfold on talent shows in the early 2010s. A man with a weird accent would introduce himself to a skeptical jury, the audience would stifle their laughter, and suddenly, an extraordinary voice would fill the auditorium, bringing tears and applause. That collective catharsis was powerful then, just as it is now. The algorithm understands that people are irresistibly drawn to witnessing prejudices be shattered in just two minutes.
The unfortunate reality is that we now require increasing doses of digital optimism to escape the harshness of reality. Much like a powerful drug, hope can lead to a developing tolerance.
Image | Robin Worrall
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