Raising the bar to go viral

From people jumping off cruise ships to wearing a blindfold to do everyday tasks, the stakes are getting higher for these viral stunts. "Nightline" examines how social media platforms are responding.
6:44 | 01/19/19

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Transcript for Raising the bar to go viral
category of we shouldn't have to tell you not to do this. . Reporter: 27-year-old Vancouver, Washington resident, Nick, jumped off the 11th deck of royal caribbean's 238-foot tall symphony of the seas ship while it was docked in the Bahamas after a night of drinking with friends. It was my idea. Everybody turned me on and I just did it. Reporter: The video, which was posted to Instagram last week has since gone viral, wracking up over 200,000 views. It's like the old saying where were your parents would say if your friends jumped off the bridge, would you do it too? Well, they are. Reporter: He was picked up by a small boat nearby. Royal caribbean calls it stupid and reckless behavior. The cruise line has also banned him and his friends from ever sailing with them again and kicked the group off the ship. After I jumped, calculated how high I jumped, then I realized how serious this was. Reporter: Medical experts say falls from seven storeys or higher have a 90% chance of ending in death. He luckily survived his jump from 11 decks up. About six or seven hours after, I was in quite a bit of pain, and it took about three days for that pain to go away. Reporter: His stunt is just the latest example of the extreme lengths people are going to garner attention online. One of the latest crazes to hit the internet is the bird box challenge, inspire the by the new Netflix horror movie "Bird box." Under no circumstance are you allowed to take off your blindfold. Reporter: It sparked this dangerous challenge where people were blindfolding themselves, attempting to do every day tasks. One Utah teen even attempted to drive with her eyes covered. She swerved into another lane and crashed into a car. Netflix posted about doing activities while blindfolded, have to say this, but please do not hurt yourself with this bird box challenge. And YouTube has been trying to crackdown on videos that promote harmful or dangerous activities. Just this week they updated their policy that says challenges that present a risk of death are not allow on YouTube. This past summer, it was the Kiki challenge, which featured people jumping out of moving cars to dance in the middle of the street. Perhaps unsurprisingly, it didn't always work out. Hey, Kiki, do you love me. Reporter: That social media craze took over the internet in part thanks to this guy, shigy, the internet comedian posting this of him dancing to "In my feelings." He #do the shiggy. And it took off. It morphed into what we now call the Kiki challenge which comes from the lyrics in drake's song. More than half a million hash tags have been used on Twitter of people participating. But things got dangerous when people started jumping out of moving vehicles. Some of these videos were down right shocking, like this guy, Jalen Norwood. Don't worry, he's okay. Norwood appeared on Jimmy Kimmel afterwards. How you doing, Jaylin? Pretty good, livin' life. The plan was he was supposed to come slow. And I was going to jump on the hood and continue dancing. Are people recognizing you now? Oh, I'm the most famous guy in Florida. You want to walk on your own? Reporter: But this woman was not so lucky. Last thing I remember was opening my car door. Reporter: This 18-year-old was treated for a skull fracture, blood clots and bleeding in her brain. It may seem fun and may seem easy, but at the same time, they could be so dangerous. I think people are risking life and limb for these social media challenges, because sadly, that's really what is driving our youth. They want to be famous. Reporter: The history of online stunts goes back years like in the early 2000s with the cinnamon challenge, or the kylie Jenner lips challenge. But these amateur attempts are nothing compared to professional thrill seekers whose livelihood often depends on how many clicks they get. And the more daring the stunt the more eyeballs on their posts. When you put money into the equation, fame into the equation people are almost willing to do anything to get those things. Reporter: It's part of new internet adventurers, producing slick videos that they say celebrate life. High on life has more than a million followers on Instagram YouTube. Their job is to go around and travel and have a good time. Isn't that what we all want? Reporter: The group's highlighting hazardous activity, for exam this daring balcony dive. One member posted this video, a dare devil walk down a 300-foot-high abandoned train trestle. Shortly after that, another expedition took a terrible turn. Another high on life member, died after they plunged 100 feet from one of Canada's tallest water falls. And that could have been this man's fate. He now hopes his story will caution others against making the same mistake. I realize how dangerous this is. The height is pretty high. And at that height the water is, I mean, it's almost like cement. I would never do this again. Reporter: For "Nightline," I'm Paula Faris in New York.

This transcript has been automatically generated and may not be 100% accurate.

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