What is brainrot content? And why can't we escape it?
If you spend a decent amount of time online, you've probably heard of brainrot. But you'd be forgiven if it's unclear, really, what that is.
The first thing to understand is that it's everywhere — and has been for a while — and that it's increasingly a central part of the internet, for better or worse. Let's dig into it.
What is brainrot content?
Brainrot, believe it or not, was Oxford's word of the year in 2024. The prestigious university defined it as "the supposed deterioration of a person’s mental or intellectual state, especially viewed as the result of overconsumption of material (now particularly online content) considered to be trivial or unchallenging. Also: something characterized as likely to lead to such deterioration."
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Words change their meaning over time, and in the year that's passed since Oxford's honor, the internet has shifted more toward that second definition. In other words, brainrot is mostly used to describe something that will harm or damage your brain. It's meaningless drivel, often silly, that serves no purpose other than to cook your brain cells.
(Fun fact: Oxford noted the phrase "brain rot" first appeared in Henry David Thoreau's classic book Walden, in which he lamented the demise of complex thinking, writing society "will not any endeavour to cure the brain-rot." Touch grass, etc.)
For another definition, the internet researchers at Know Your Meme wrote:
"Brainrot is a slang term used to describe content that has little to no artistic, educational or substantive value, painting it as having a negative impact on the viewer and thus leading to the degradation and 'rot' of their brain. In relation, the term is used to refer to pieces of 'brain rot content' that a person cannot stop thinking about, leading to further brain rot, such as regularly repeating the Skibidi Toilet song."
Over the last few years, brainrot has proliferated, and the Skibidi Toilet nonsense is a great example. So brainrot content might be a bodyless, disturbing head singing in a toilet. Or it could be kids screaming "6-7" all day long. Or it could be AI-generated, strange animals given nonsensical Italian-sounding names like Tralalero Tralala.
Watch the TikTok embedded below and you'll immediately understand brainrot.
Why is brainrot inescapable?
As with most things in 2025, part of the answer for brainrot's inescapability involves AI. Consider those ridiculous Italian animals — a few years ago, you'd need artistic or Photoshop skills to create that nonsense. Now you need only a few seconds to create that slop.
It's no shock that brainrot's rise has come in tandem with AI slop's popularity — one piece of content can be both, in fact. As I previously wrote for Mashable: "AI slop is everywhere because it's easy to create, and because 'slop' in this context describes content made fast, at scale, with little risk or care." A study by video-editing platform Kapwing found that about half of YouTube Shorts were slop or brainrot.
Brainrot doesn't necessarily always involve AI, but when it does, it's super easy to create. And kids really seem to find the whole idea funny, which probably helps account for brainrot's popularity. If young people find it funny to have their brains rotted — or at least act like it — then it's naturally going to become popular.
With the rise of TikTok, we've all gotten quite used to scrolling mindlessly — brainrot seems to be a natural extension of that inclination. It can be nice to check out and tune in to something entirely mindless.
Brainrot isn't going anywhere — and it's not the end of the world — but maybe mix in a book everywhere once in a while.
Tim Marcin is an Associate Editor on the culture team at Mashable, where he mostly digs into the weird parts of the internet. You'll also see some coverage of memes, tech, sports, trends, and the occasional hot take. You can find him on Bluesky (sometimes), Instagram (infrequently), or eating Buffalo wings (as often as possible).
