The video has now been viewed more than 1.3 million times. Thousands built on her theory in the comments, resulting in Aston posting a second video on Tuesday, which detailed further suspicious elements, such as the unseasonably green grass in the background.

Social media theorists have also analysed grainy paparazzi photos of Catherine published since her procedure, speculating whether the woman in the shots was a body double due to an alleged missing mole.

Dr Brittany Ferdinands, a media researcher at The University of Sydney, says it is unsurprising people have so readily jumped on these conspiracy theories. “These stories hold an irresistible allure, much like Swifties’ fascination with deciphering Easter eggs or the widespread appeal of true-crime content,” she says. “The thrill of unravelling mysteries and piecing together information serves as entertainment in itself.”

This is merely propelled by the ensuing conversations in the comment section, where like-minded people share alternate theories.

However, the theories can quickly go awry. For example, some online users shared more far-fetched ideas, such as that Catherine had a Brazilian butt lift, switched bodies with King Charles, was growing out a bad haircut, or was participating in the viral Willy’s Chocolate Experience in Scotland.

“Theories that lead to negative press can be highly distressing for a celebrity or public persona. Other possible risks include fuelling damaging and hateful commentary, leading to toxic online behaviours, particularly the spreading of fake news, defamation and online bullying.”

This is of particular concern given how easy social media has made it to share any thought instantaneously. Platforms like TikTok have muddied the boundaries between public and private realms, Ferdinands says, making celebrities appear as public property. Once something goes viral, it can be difficult to rein in, even if it is based entirely on rumour.

But #WhereIsKate is far from the first time social media users have taken it upon themselves to solve a celebrity mystery. The #FreeBritney movement, which dates back to 2008, saw Britney Spears fans rally online to petition for the end of the singer’s conservatorship. This protest eventually took to the streets as fans marched for Spears’ freedom. In 2021, the conservatorship was officially terminated.

In 2019, Netflix released the true-crime documentary Don’t F**k with Cats: Hunting an Internet Killer. This followed a group of internet sleuths who helped solve the murder of a young man in Canada in 2012.

Fan-led theories can help trigger change and justice, says Dr Rachel Faleatua, a researcher on gender and celebrity. “The amount of online content becomes so loud that it could force the hand of the PR team to speak up, or at least give a reason or alternative theory.”

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Ferdinands says they can also benefit the fans themselves, fostering feelings of community, allowing people to flex their creativity and encouraging critical thought.

“They facilitate discussions on social issues embedded in the source material. Despite not always yielding definitive solutions, fan theories enrich fan culture, enhancing enjoyment and deepening appreciation for the phenomena they explore.”

Faleatua also notes the parasocial bond some people feel with Catherine, which only intensifies as the media increasingly documents her life. Fans of the Royal family became accustomed to a certain level of detail, all of which they expect to be authentic.

“There is an expectation of limited privacy, so when information seems hidden, this is particularly problematic for users online,” she says.

“In the case of Kate, they might feel that the audience is trying to be manipulated into thinking that everything is fine and happy ... But it’s the act of manipulation rather than necessarily the celebrity herself that has gotten people so invested online.”

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