When the “Perfect Shot” Hurts: How Social Media Is Endangering Wildlife—Especially Sharks

In the age of TikTok and Instagram, chasing viral fame has come at a devastating cost for both people and animals. Scientists are sounding the alarm that social media influencers are fueling an increase in shark bites, as risky stunts with wild animals become more common online.

Recent studies have found that many shark bites occur not because sharks are aggressive hunters, but because they’re reacting defensively. In fact, when people try to touch, ride, or bait sharks for dramatic videos, it stresses these wild animals out and prompts defensive behaviors, including bites. What’s often labeled a “shark attack” in sensational headlines is frequently a result of human interference, not predation.

A 15-year analysis of shark bites in French Polynesia showed that a significant number of incidents were defensive, not predatory. Across the globe, researchers identified more than 300 similar cases—all linked to reckless human behavior, often encouraged by the desire for a few likes and follows.

Eric Clua, the lead author of this study, told Newsweek:

“Many influencers are spreading around a wrong message by posting photos in which they are grazing the dorsal fin of a shark just to [show that] they are nice animals and should be protected. This is a wrong message as sharks are always potentially dangerous and should be respected as such.”

Sharks Are Struggling—and We’re Making It Worse

It’s critical to remember: sharks are not villains. They’re vital to ocean health. Yet today, more than one-third of all shark species are threatened with extinction due to human-driven threats like overfishing and habitat loss.

When viral videos dramatize every defensive shark bite as a “shark attack,” they fuel fear-based responses that lead to culling through “shark fishing tournaments” and persecution of sharks—further endangering these incredible animals. These misconceptions are deadly, not just for sharks, but for the balance of entire marine ecosystems.

How Influencers Posting Interactions with Wildlife Can Become “Trends”

When influencers post videos of themselves interacting with wild animals—whether it’s a “shark selfie,” swimming with a dolphin, or riding an elephant—they often start trends that encourage others to follow suit. These trends can quickly escalate, with influencers competing to create increasingly outrageous content to capture attention. However, this behavior puts both the animals and people involved at risk.

For example, after videos of influencers swimming with sharks went viral, more and more tourists began to imitate these actions. As a result, sharks were provoked into defensive behavior, leading to an increase in shark bites, some of which resulted in injuries or fatalities. These “viral” moments can create a domino effect where reckless behavior becomes normalized, further endangering wildlife and people.

As we’ve seen with the rise of “shark bite” incidents, these influencer-driven trends have a real impact on the safety of both animals and humans. Sharks, like all wild animals, should be respected from a distance—not treated as props for our social media feeds.

The Link to Captive Wildlife Encounters

Much of the normalization of getting too close to wild animals stems from the captive wildlife tourism industry, where people are encouraged to pet tigers, swim with captive dolphins, or feed caged sharks. These interactions blur the lines between respect and exploitation, creating dangerous expectations for behavior in the wild.

When we treat wildlife like props for entertainment, we send the harmful message that wild animals exist for our amusement. But sharks—and all wild animals—deserve so much more than that.

Incidents of People Being Hurt by Wild Animals

Getting too close to wild animals for the sake of a photo or an unforgettable experience can also be dangerous. In recent years, there have been numerous incidents of people being hurt by wild animals when they failed to respect their space.

• Bison Attacks in National Parks: In Yellowstone National Park, tourists have been injured after attempting to approach bison, which can weigh up to 2,000 pounds. These animals are known to charge when they feel threatened, resulting in serious injuries.
• Dolphin Bites: Dolphins, although often considered friendly, are wild animals with sharp teeth and powerful tails. Tourists have been bitten while attempting to touch or swim too closely with them, often resulting in painful and serious injuries.
• Tiger Attacks at Captive Facilities: In some cases, people have been attacked by tigers in captivity while posing for pictures or attempting to feed them. These large predators are highly dangerous, and when provoked or startled, they can react aggressively.
• Elephant Tragedies: Tourists who fail to recognize the power and unpredictability of elephants have been injured in cases where they approached or tried to ride them. Elephants, even in captivity, have been known to lash out when they feel cornered or agitated by the presence of humans.

Shark Conservation Starts With Respect

The safest, most responsible way to appreciate sharks is from a respectful distance. Whether they’re a reef shark gliding through coral or a great white shark patrolling deeper waters, these animals deserve our awe—not our intrusion.

Clua told The Independent about shark interactions:

“Just look at [them]. Enjoy [their] beauty, but remember they are wild animals, predators that can act as predators. It is not only a matter of safety, but also of respect.”

Every time we choose not to interfere, every time we admire from afar, we protect both ourselves and the future of these critically important creatures.

For more information, see World Animal Protection’s wildlife-friendly travel hub on how to ensure you’re enjoying your vacation and protecting animals at the same time.