# Jimothy the raccoon reveals the secret to going viral on social media The internet's new obsession with its weird and feral appearance - **Source:** [Business Insider](https://www.businessinsider.com) - **Published:** 2026-07-24 - **Topic:** [Marketing](https://brifing.si/c/marketing) - **Original article:** - **On Brifing:** https://brifing.si/s/e6f9949a-c229-42e5-8be6-fccfdf817399 ## The story of Jimothy A strangely-looking raccoon roaming Seattle streets quickly became the internet's latest phenomenon. Named Jimothy, this creature with potential short spine syndrome gained millions of views and shares through viral videos showcasing its unique appearance. ## Tradition of animal celebrities Jimothy follows in the footsteps of temporary animal internet stars like Punch the Japanese monkey and baby hippo Moo Deng. While these phenomena are typically short-lived, they create quick profit opportunities for brands capitalizing on their popularity. ## Commercialization Jimothy's fame led to merchandise like T-shirts and trinkets being sold on Etsy and Amazon. However, the raccoon itself benefits nothing from these commercial activities, raising ethical questions about monetizing viral animal content. ## Authenticity in the AI era In an age of flawless AI-generated content, the popularity of raw, unfiltered content like Jimothy is noteworthy. Internet users are showing interest in imperfect but genuine content, demonstrating the enduring value of authenticity in digital spaces. ## Formula for virality Jimothy's success proves the importance of being 'weird and memorable' for social media virality. For brands, this serves as a reminder that being authentic and attention-grabbing might be more valuable than striving for perfection. ## Age of temporary phenomena Jimothy's story illustrates how quickly internet celebrities can rise and fall in digital culture. Yet even these fleeting phenomena inspire new marketing strategies by demonstrating unconventional ways to capture online attention. ## Sources covering this story - https://www.businessinsider.com/jimothy-raccoon-weird-internet-star-viral-seattle-2026-7 — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._