Is viral ‘Italian Brainrot’ damaging kids’ minds? 

A new viral trend called “Italian brainrot” has taken over social media, captivating millions of young children and tweens with its bizarre, AI-generated characters and absurd storylines. While many dismiss it as just another passing meme, experts are raising serious concerns about its impact on kids’ mental development. Could this seemingly innocent trend actually be contributing to mental deterioration in young minds?

What is Italian brainrot?

Italian brainrot, which exploded in popularity in 2025, features nonsensical, surreal characters like “Ballerina Cappuccina” and “Tralalero Tralala,” who perform chaotic, illogical actions in short, fast-paced videos. These videos are designed to be attention-grabbing, often using bright colors, fast transitions, and exaggerated sounds to keep kids hooked. The trend, which has spread like wildfire across platforms like TikTok and Instagram, seems harmless on the surface, but experts are beginning to notice alarming patterns in the way children interact with this content.

The Mental health impact: Deteriorating attention and focus

The biggest concern about Italian brainrot is its potential to negatively affect children’s attention spans. These short, rapid-fire videos are engineered to be as stimulating as possible, constantly shifting between different images and sounds in a way that is designed to grab attention. Dr. Sanam Hafeez, a neuropsychologist, explains, “When children are exposed to this kind of constant, overwhelming stimulation, their brains may become dependent on it for excitement. This can lead to difficulty focusing on slower-paced tasks like reading, studying, or even having a conversation.”

As kids continue to consume high-energy, chaotic content, they may struggle to engage in activities that require patience or sustained concentration. This can directly impact their academic performance, social skills, and overall cognitive development.

The emotional consequences: Impulse control and social development

Beyond the cognitive effects, there are also concerns about the emotional toll of Italian brainrot. The trend encourages impulsive, instant gratification behavior by offering rapid rewards in the form of likes, shares, and comments. This can skew a child’s understanding of how social interactions and real-life relationships work. Kids may begin to expect immediate validation and feel frustrated when things don’t happen quickly or when they’re faced with challenges that don’t offer quick rewards.

“By exposing children to content that rewards instant gratification, we are shaping their emotional responses,” says Dr. Hafeez. “They may struggle with frustration and have difficulty coping with delayed gratification, a crucial skill for emotional maturity.”

Moreover, the bizarre and nonsensical nature of these videos can also foster a detachment from reality. Children may begin to find it harder to differentiate between fantasy and reality, leading to confusion and a weakened sense of focus on real-world issues.

The risk of social isolation and mental deterioration

The addictive nature of Italian brainrot is also concerning for social development. As kids spend more time glued to their screens watching these videos, they may withdraw from face-to-face interactions. Social skills are developed through meaningful, personal interactions, but excessive screen time can prevent kids from learning how to engage with their peers in healthy, real-world ways. This isolation can also contribute to feelings of loneliness and mental deterioration as children miss out on crucial opportunities for social connection and emotional development.

In addition, the meme’s unpredictable nature may cause young minds to feel overwhelmed and mentally fatigued, contributing to a lack of motivation and overall cognitive decline. Excessive exposure can make kids feel mentally drained and disconnected from their academic, social, and personal goals.

What can parents do?

To protect their children from the mental health risks associated with Italian brainrot, parents need to be proactive in managing screen time and the type of content their children consume. Experts suggest setting strict limits on screen time, particularly on platforms like TikTok and Instagram, where this trend thrives. Parents should encourage activities that promote critical thinking, creativity, and emotional development, such as reading, outdoor play, and interactive games that require focus and collaboration.

Additionally, it’s crucial to have open conversations with children about the impact of the media they consume. Parents should explain why certain content might be fun in the moment but harmful in the long run and help their children develop a healthier relationship with technology.