# #WhatTheFluffChallenge
The #WhatTheFluffChallenge is a 2018 viral social media game in which dog owners hold up a sheet or blanket, drop it, and dash out of sight before the fabric lands, giving their pet the illusion that their human has vanished into thin air. The hashtag was coined by Instagram user @siberianhusky_jax in June 2018 and quickly became one of the summer's most-shared pet video formats.
## Origin
An early version of the gag was circulating months before the hashtag existed. On March 1st, 2018, the Tumblr page babyanimalgifs posted a clip of the sheet-drop trick captioned "his reaction has me crying," and the post pulled in more than 75,000 notes over the following four months[3].
The challenge itself was named and launched on June 17th, 2018, when Instagram user @siberianhusky_jax posted a video of the trick and asked followers to try it themselves, writing: "What the fluff?! Try this with your pet. Post it, tag me and add #WhatTheFluffChallenge / #WhatTheFluff I'll be sharing my favourite ones"[4]. That post pulled in more than 87,000 likes and 1.5 million views inside a week[3].
- **Platform:** Tumblr (early example) / Instagram (viral spread)
- **Creator:** @siberianhusky_jax (hashtag originator)
- **Date:** 2018
## Overview
The #WhatTheFluffChallenge is essentially a game of peekaboo scaled up for dogs. The owner stands in front of their pet holding a large sheet, towel or blanket at head height, lets the fabric fall, and uses the second it blocks the dog's view to dart out of frame, usually around a corner or through a doorway[1]. From the dog's perspective, their human simply disappears mid-blanket-drop.
The fun of the clips comes from watching the reaction that follows. Many dogs sit frozen in confusion, sniff the fallen sheet, or trot off to search the room until they find their owner hiding nearby, at which point the reunion tends to look genuinely delighted[1]. Some dogs barely react at all, which became its own running joke in the hashtag's compilations[2]. The format is short, requires nothing more than a bedsheet and a doorway, and the payoff is almost always a shareable face.
## Frequently Asked Questions
### What is #WhatTheFluffChallenge?
A social media game where dog owners hold up a sheet, drop it, and hide so their dog thinks they've vanished mid-air[1].
### Where did #WhatTheFluffChallenge come from?
Instagram user @siberianhusky_jax coined the hashtag on June 17th, 2018 and invited followers to film their own attempts[4].
### What does #WhatTheFluffChallenge mean?
The name plays on both the dog's fluffy coat and the mock-exclamation "what the fluff?!" that owners caption their pet's confused reaction with[4].
### How do you use #WhatTheFluffChallenge?
You typically hold a blanket in front of your body near a doorway, drop it, and sprint around the corner so the dog's view is blocked the moment you disappear[1].
### Is #WhatTheFluffChallenge still popular?
It peaked as a summer 2018 trend covered by Metro, The Daily Dot and others[1][3], and is still revisited in dog-video compilations rather than being an active challenge today.
## References
1. [https://metro.co.uk/2018/06/22/whatthefluffchallenge-confusing-heck-lot-canines-7651213/]()
2. [https://www.youtube.com/watch?v=eRCIGJf09Jw]()
3. [https://knowyourmeme.com/memes/whatthefluffchallenge]()
4. [https://www.instagram.com/p/BkIsrC5nfwN/]()
5. [https://twitter.com/AMAZlNGNATURE/status/1008487432222724096]()
6. [https://www.instagram.com/p/BkKsXlzjz6s/]()
7. [https://www.youtube.com/watch?v=QhsueoUJZc4]()
8. [https://twitter.com/i/moments/1009861146659229701]()
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Source: https://meme.com/memes/whatthefluffchallenge
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