Midnight might have been the witching hour when we were growing up, but the latest trend to take YouTube by storm has YouTubers staying up to 3am to create ghostly content that’s going viral.
3am videos involve challenges, such as playing computer games, making slime, baking, pranking family members, that shouldn’t be done at the late hour for fear of paranormal activity.
But it seems audiences cannot get enough of the new trend, with search interest continually on the up.
Here’s one example of a 3am video that’s gone viral, gaining more than 4.5 million views in six days (at the time of writing).
As YouTuber Guava Juice explains, 3am is the devil’s hour when ghostly and paranormal activity can be witnessed.
A suitably scary craze for the recently begun summer school holidays.
Search interest according to Google Trends was fairly level until the beginning of June when the videos started to take off.
Since then the trend has been on the up and looks set to continue for a while longer yet, and will most likely make a reappearance for Halloween in October.
The trend is biggest in the US, but creators in other English speaking countries are carrying it on with their efforts appearing on the first search page of YouTube.
The most popular related searches ‘3am Slime’, ‘3am challenge’ and ‘Siri 3am’.
While not quite climbing to the dizzying heights of ‘The Floor Is Lava Challenge’ at its peak yet, 3am looks to be trend set in for the summer with huge growth potential.
(Red = Floor is Lava Blue = 3am)