It trended heavily as a "troll" link. Users would share it in comments or group chats without warning to startle their friends.
After a few seconds, the footage abruptly cuts to a terrifying image—usually a distorted face or a "jump scare" monster—accompanied by a deafeningly loud, high-pitched scream. mariaheels.mp4
It belongs to a genre of "bait" videos where the thumbnail and title suggest one thing (fashion/lifestyle) to lure in a specific audience. It trended heavily as a "troll" link