5 things you need to know about why the internet is obsessed with ‘bo’ right now.
- It’s the sound of surprise, a stand-in for “whoa,” and a viral audio snippet. ‘Bo’ has exploded on TikTok and Instagram Reels as a short, sharp sound effect used to punctuate a sudden revelation or a twist in a video. It’s the auditory equivalent of a jump scare.
- A throwback meme got a 2024 glow-up. The term ‘bo’ originates from a 2017 meme featuring a deer freezing in headlights, but creators are now overlaying the word on everything from plot twists in movies to getting a perfect parking spot.
- Bo is a universal reaction that breaks language barriers. Because it’s a simple, involuntary sound, people in Brazil, Japan, and France are all using it under the same viral audio, making it a true global trend.
- Brands are clumsily jumping on board. A few fast-food chains and a soda brand tried to use ‘bo’ in their latest ads, but fans are roasting the attempts as cringe, calling it the new “how do you do, fellow kids” moment.
- It has sparked a sub-genre of “bo edits.” Dedicated creators are now cutting scenes from classic movies like *The Matrix* or *SpongeBob* to end precisely when a character sees something shocking, with the word ‘bo’ slamming in for maximum comedic effect.