The toxic social media trend even celebs are guilty of

There are plenty of us that have likely been guilty of the humble brag on social media – whether it’s sharing holiday photos, loved up relationship pics, or work highlights.

But it turns out that a new trend has emerged online that is turning this idea of attention seeking into something a little more toxic.

Sadfishing is when someone uses their emotional problems to hook an audience on the internet, according to Metro UK.

The concept is described as deliberately holding back certain details, in order to entice followers into responding or sometimes making the problem seem bigger than it really is.

The trend was given a name this week in response to Kendell Jenner becoming brand ambassador for Proactive, with an announcement she had initially teased as “raw and personal”.

Even mum Kris Jenner jumped in to say she was “so proud of my darling @KendallJenner for being so brave and vulnerable”.

And while Kendell did say the skin condition has been “debilitating”, and given her anxiety, the way it was teased made people realise it was just for the publicity.

Psychologist Jo Hemmings said sadfishing originated from the idea of the humble brag, but has since developed into something more difficult to ignore.

“We’ve all seen [the humble brag] on social media and we’ve all seen through them,” Jo told The Sun. “So along comes something which is much harder to ignore or criticise.”

Speaking openly and honestly about personal struggles and experiences is important and social media has become a great platform for voicing those.

However Jo warns this new trend will leave people confused about what is genuine and what is just grabbing attention.

“And so the legitimate cries for help, those that are truly reaching out with mental health issues, will just get lost in a toxic maze of those that have jumped on another, short-lived, popularity wagon,” she told the publication.

With more and more influencers, celebs, and even us normal folk probably guilty of complaining about our ‘rough days’ to get a little bit of support online, Jo says there are a few signs of sadfishing.

The posts will be enigmatic and lacking a full explanation. Responses like I’ll PM you are also common.

Got a story tip? Send it to tips@oath.com

Want more lifestyle and celebrity news? Follow Yahoo Lifestyle on Facebook, Twitter and Instagram.

Or sign up to our daily newsletter here.