Forget the Bell-to-Bell: Can You Go Viral, Jack?

Professional wrestling has always been a strange mix of athleticism, theater, and spectacle. But in recent years, the conversation has shifted. Instead of debating which matches are “five-star classics,” fans and promoters seem to be more focused on which moments are trending on social media. So, the big question is: has wrestling moved on from quality matches to viral moments?

The Rise of the Viral Moment

In the past, a match was judged on its storytelling, psychology, pacing, and execution. Think of Ric Flair vs. Ricky Steamboat in the late 1980s or Shawn Michaels vs. The Undertaker at WrestleMania 25. These bouts weren’t just about flashy moves—they built narratives that fans could emotionally invest in.

Today, however, the wrestling world is obsessed with the instant replay clip: Logan Paul’s mid-air selfie frog splash at Crown Jewel, Shane McMahon’s countless dives off cages, or Sammy Guevara and Jeff Hardy leaping from ladders in AEW. These moments dominate Twitter, TikTok, and Instagram within minutes, racking up millions of views—often from people who don’t even watch wrestling weekly.

Why the Shift Happened

Several factors explain this evolution:

1. The Social Media Era – Promoters know a GIF-able spot can reach more eyes than a 30-minute technical clinic. It’s free advertising.

2. Short Attention Spans – Wrestling is competing with everything from YouTube shorts to Netflix binges. A viral clip gives casual fans a reason to tune in without requiring them to follow long-term storytelling.

3. Celebrity Influence – WWE’s use of Logan Paul and Bad Bunny highlights how non-wrestlers can create buzz with a single move, while full-time wrestlers struggle to trend unless they attempt something shocking.

   
   

The Risk of “Moments Over Matches”

While these viral stunts are exciting, they also carry risks. If fans only care about the “OMG moment,” then storytelling and match quality may suffer. AEW has received criticism for cramming too many high-risk spots into matches, sometimes without building a logical reason for them. WWE, meanwhile, often relies on nostalgia pops or guest stars rather than letting current stars craft legendary rivalries.

Wrestling historian Jim Cornette frequently laments that modern wrestling “looks like a stunt show,” arguing that the industry is chasing YouTube highlights at the expense of believability. On the other hand, modern fans argue that innovation and big moments are what keep the business alive.

Striking the Balance

The best companies understand that a viral moment is more powerful when it happens within the context of a great match. Take Cody Rhodes’ Hell in a Cell match in 2022 against Seth Rollins. His torn pectoral muscle made for unforgettable images, but the storytelling and psychology behind the match ensured that the moment had substance. Similarly, Kenny Omega vs. Will Ospreay (Wrestle Kingdom 17, 2023) delivered world-class wrestling and viral highlights, proving you don’t need to choose between the two.

Conclusion: Evolution or Decline?

Professional wrestling hasn’t abandoned quality matches entirely, but the industry has definitely recalibrated its priorities. Viral moments are now integral to the business model, particularly in a world where “likes” and “shares” directly correlate with visibility. Still, the wrestlers who achieve lasting greatness are those who combine the jaw-dropping moments with timeless storytelling.

In other words, the viral moment may get fans to click—but the quality match is what keeps them watching.