Young migrants have been filming themselves cheering at their arrival in the Spanish territory of Ceuta, luring thousands of other youths to join them.
Some videos have racked up millions of views and thousands of comments in what has become a first-of-its-kind social media trend with dire consequences.
More than 60,000 people illegally crossed the Spanish border from Morocco last week - the single largest crossing of its kind in the European Union's history.
Many of them said they had seen viral videos of the migrants entering Spain's North African enclave and decided to join them en masse in hopes of a better life.
Around 100 people are believed to have died while making their journey - including several children and two women - with some swimming for 10 hours before they could make it to shore.
