What is 'sadfishing' that social media is hooked to?

Anyone who uses social media has at least one person in their friend list who posts cryptic Instagram stories with quotes about self-worth or vaguely hints at karma targeting someone unseen.

If you have come across this ‘attention-seeking’ behaviour on social media, then you witnessed what is being called by academic researchers as “sadfishing”.

While this term was meant to call out celebrities who deliberately withhold information for their benefit, it is also raising concerns about people who are genuinely seeking help.

What is this social media trend and how to recognise it? Let’s take a closer look

What is Sadfishing?

The term sadfishing, coined in 2019 by journalist Rebecca Reid, involves sharing exaggerated claims about one’s emotional struggles to garner sympathy and attention online.

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Reid got the idea after celebrity Kendall Jenner’s seemingly vulnerable social media post about her acne struggles. The post, which was ultimately revealed to be part of a marketing campaign, underscored the need to criticise “celebrities deliberately withholding information for their own gain”. However, the journalist has expressed concern that “sadfishing,” might now be unintentionally discouraging genuine expressions of vulnerability online.

“Lots of us sadfish sometimes, and that’s okay,” she told The Independent. “Attention seeking is a perfectly legitimate thing. There’s nothing wrong with wanting attention."

The act of manipulating others’ emotions for personal gain is something that sadfishing calls out for. This can lead to a breakdown of trust and create a sense of apathy towards future pleas for help, as people remember the previous manipulation.

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Earlier, Indian model and celebrity Poonam Pandey, was accused of manipulation and deceit by her own audience when she falsely posted the news of her death to only reveal days later, that she did this publicity stunt as a way to raise awareness about cervical cancer.

While this trend is targeting attention-seeking behaviour, it is unknowingly also targeting those seeking genuine help.
‘Sharing feelings online made it worse’

A study by Digital Awareness UK (DAUK) which studied 50,000 children aged 11 to 16, had earlier revealed that kids are being accused of sadfishing when they turn to the internet for genuine support.

As per Sky News report, one student from told researchers that he was having problems at home and shared his feelings on Instagram with his peers, but his attempt to seek support was seen as an emotional bait to catch attention.

“I got a lot of people commenting on and ’liking’ my post but then some people said I was sadfishing the next day at school for attention,” the student said.

The study raised concerns about the number of students bullied for sadfishing—whether through comments on social media, messaging apps, or face-to-face interactions—potentially worsening serious mental health issues.

“We’ve observed that students often feel disappointed by the lack of genuine support they receive online,” the researchers noted.

A 2023 study published in the journal BMC Psychology found that during adolescence, boys are more likely to engage in sadfishing, but this tendency diminishes as they age. Conversely, for girls, the propensity to sadfish increases with age.

Sadfishing or being vulnerable?

There is a distinction between “sadfishing” and genuinely expressing vulnerability online. For instance, “sadfishing” could involve posting a specific quote about heartbreak intended for a recent ex. Conversely, someone sharing a post about their battle with depression might be making a genuine plea for help or trying to connect with others experiencing similar feelings.

When individuals are accused of faking sadness online for personal gain, it becomes more challenging for people to feel comfortable being honest and vulnerable in online spaces.

A 2021 study found that individuals with an anxious attachment style—marked by fear of abandonment, a strong need for reassurance, and codependent tendencies—are more likely to engage in “sadfishing” online.

“Our research showed that those who are anxiously attached tend to seek validation through others and need consistent friend activity and a higher number of online/in-person friendships,” Behavioral specialist and researcher Cara Petrofes explained to the _Huffington Post.
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However, psychotherapist Tess Brigham argued that seeking validation from peers is a natural part of being human. She emphasised that this behaviour doesn’t necessarily indicate an anxious attachment style but reflects how the way we share our feelings with others has evolved over the years.

So if you see anyone repeatedly posting such content online, it is best to take them seriously and respond with kindness and empathy rather than speculating or leaving sympathy comments.

With input from agencies