Why The Internet Loves ‘Mid’ Content

We’ve all been there: scrolling through TikTok, Instagram Reels, or YouTube Shorts, and suddenly you stop on a video or post that, well, isn’t amazing. It’s not life-changing, it’s not cinematic, it’s not even particularly clever. It’s mid.

And yet somehow it goes viral. Millions of views. Hundreds of thousands of likes. Comments flooding in. Your perfectly polished content? Crickets.

So why does the internet seem to love “mid” content more than the truly spectacular? Let’s dive in.

What Even Is “Mid” Content

“Mid” content is exactly what it sounds like: average, ordinary, or slightly underwhelming. It’s the TikTok with shaky camera angles, the meme that makes you chuckle but not spit out your drink, the blog post that has a few decent tips but won’t win a Pulitzer.

It’s not trying to impress anyone. There’s no jaw-dropping visuals, no expert-level production, and no “life-changing” advice. It doesn’t stop your thumb mid-scroll with a clickbait headline or a viral dance challenge.

And yet somehow, it captures the internet’s heart. Why? Because it’s relatable. It feels human, approachable, and low-stakes like that friend who tells a slightly boring story, but you still enjoy listening. Mid content doesn’t intimidate you, it invites you in. It’s like the online version of comfort food: simple, familiar, and somehow exactly what you didn’t know you needed.

Why “Mid” Content Goes Viral

1. Relatable Over Polished

Perfection is intimidating. Mid content feels human. It’s the online equivalent of, “Yeah, me too.” Shaky filming, casual captions, little mistakes, they make viewers feel like they’re part of something real, not a staged ad.

2. Shareability Is Key

You might not watch a mid video for inspiration, but you’ll share it with a friend for a laugh. Or an eye-roll. It’s low-stakes content that’s easy to engage with, no overthinking required.

3. Algorithms Don’t Care About Perfection

Platforms like TikTok and Instagram reward engagement, not polish. If people watch, comment, or rewatch even a “mid” video can get boosted to millions of feeds. Sometimes, “average” content checks all the algorithm’s boxes better than “perfect” content.

4. Meme Culture Makes “Mid” Memorable

The internet loves irony. Mid content often becomes funny because it’s well underwhelming. It’s oddly charming or absurdly relatable, which makes it perfect meme fuel.

Mid Content Can Be More Impactful Than “Perfect” Content

Believe it or not, mid content often sparks more genuine engagement. People comment more, stitch it, duet it, and share it just because it’s approachable. They don’t feel the pressure to “perform” or “impress” like they might with highly polished, aspirational content.

In a way, mid content is the underdog of virality, quietly winning hearts while the “professional” stuff waits for approval.

What Brands Can Learn From This

Yes, mid content can be a little messy but there’s a lesson here for brands:

1. Relatability to Perfection

   Consumers crave authenticity. Showing your human side often resonates more than overly polished campaigns.

   
   

2. Engage, Don’t Impress

   Create content that sparks conversation, not just admiration. Mid moments often get shared for the interaction, not the spectacle.

   
   

3. Experiment Fearlessly

   Some of your “average” experiments could outperform the campaigns you spent weeks perfecting. Let the algorithm do the work.

In a Nutshell

In a world obsessed with perfection, mid content is a refreshing reminder that sometimes good enough is exactly what we need. It’s relatable, shareable, and algorithm-friendly. And, ironically, it often beats the “amazing” content at its own game.

So next time you hesitate to post because it’s “not perfect.” Remember, mid is powerful. The internet doesn’t just love mid, it thrives on it.

By Esther Namawanda