Gabby Petito Story Boosted by Social Media, True-Crime Craze

MIAMI—The disappearance and death of Gabby Petito and the police hunt for her boyfriend have generated a whirlwind online, with a multitude of armchair detectives and others sharing tips, possible sightings, and theories by way of TikTok, Instagram, and YouTube.

Whether the frenzy of attention and internet sleuthing has helped the investigation is not clear, but it has illuminated the intersection between social media and the public’s fascination with true-crime stories.

Months before her disappearance drew more than a half-billion views on TikTok, Petito, 22, and 23-year-old boyfriend Brian Laundrie set out on a cross-country road trip over the summer in a van.

They documented their adventure on video and invited social media users to follow along on the journey, sharing scenes of a seemingly happy couple cartwheeling on a beach, hiking on mountain trails, and camping in the Utah desert.

Gabrielle Petito and Brian Laundrie
Gabrielle Petito, 22, poses for a photo with Brian Laundrie in this undated handout photo. (North Port/Florida Police/Handout via Reuters)

But they quarreled along the way, and Laundrie returned home alone to Florida in the van in September.

Over the weekend, a body believed to be Petito’s was discovered at the edge of Grand Teton National Park in Wyoming. The FBI announced Tuesday that a coroner determined the body was Petito’s and her death was a homicide, but officials didn’t disclose details pending final autopsy results. Investigators are seeking Laundrie as a person of interest in the case, focusing on a swampy Florida preserve where he is believed to have gone with a backpack last week.

search for Brian Laundrie, Petito's boyfriend
A Florida Fish and Wildlife Conservation Commission helicopter flies overhead during a search for Brian Laundrie in the Carlton Reserve, Venice, Fla., on Sept. 21, 2021. (Phelan M. Ebenhack/AP Photo)

Social media users have been fascinated by the case and have been poring over the wealth of online videos and photos for clues.

“A lot of it has to do with the cross-country journey they were documenting, going on social media on this grand adventure,” said Joseph Scott Morgan, a Jacksonville State University professor of forensics and an authority on high-profile murder cases. And he added: “They are young, they are attractive people.”

Another source of fascination: a police bodycam video, released last week, showing the couple after they were pulled over in August in Moab, Utah, where the van was seen speeding and hitting a curb. They had gotten into a fight, and Petito was in tears, with Laundrie saying tension had been building between them because they had been traveling together for months.

Missing Traveler
In this screenshot from a police camera video, Gabrielle “Gabby” Petito talks to a police officer after police pulled over the van she was traveling in with her boyfriend, Brian Laundrie, near the entrance to Arches National Park, Utah, on Aug. 12, 2021. (The Moab Police Department via AP)

Theories and observations picked up steam on Reddit, Instagram, YouTube, Facebook, TikTok, and Twitter.

Users have delved into Petito’s Spotify music playlists, Laundrie’s reading habits, and the couple’s digitally bookmarked trails. A TikTok user reported having picked up Laundrie hitchhiking.

And a couple who document their bus travels on YouTube said they went through some of their video footage from near Grand Teton and spotted what they said was the couple’s white van. They posted an image of it with a big red arrow pointing to it and the words, “We found Gabby Petito’s van.” They said that was what led investigators to the area where the body was found.

The FBI has not specified what led to the discovery or said whether other tips from internet sleuths have helped.

Michael Alcazar, a retired New York City detective and professor at the John Jay College of Criminal Justice, said that Petito’s Instagram account gave investigators places to start and that social media became a rich source of tips.

“Instagram is kind of like the photo on the milk carton, except it reaches so many people quickly,” he said.

Gabrielle "Gabby" Petito
Gabrielle “Gabby” Petito. (Courtesy of FBI Denver via AP)

On the other hand, some users have spread misinformation, reporting potential sightings of Petito and Laundrie that turned out to be wrong.

Hannah Matthews, a TikTok user from Salt Lake City, admitted becoming obsessed with the case, saying she identified with Petito and felt that could have been her. She has made 14 short videos detailing theories of what could have gone wrong and providing updates on the case. One of them suggests Petito did not write one of her Instagram posts. It has gotten nearly 2 million views.

“It just seemed like an odd case from the beginning and after doing more research and (collaborating) with other people on social media, the case just kept growing and having twists and turns,” she said.

As of Tuesday, the hashtag #gabbypetito had received more than 650 million views on TikTok. By way of comparison, #FreeBritney posts about pop star Britney Spears’ bid to end her conservatorship had gotten 1.9 billion views.

“There’s a lot of different complicated reasons that people are drawn to it, and it’s not all sinister or malicious or creepy,” said Kelli Boling, a professor of advertising and public relations at the University of Nebraska-Lincoln who has studied audience reception to true-crime podcasts.

search for Brian Laundrie
Florida Fish and Wildlife Commission officers ride past media stationed at the entrance of the Carlton Reserve during a search for Brian Laundrie, in Venice, Fla., on Sept. 21, 2021. (Phelan M. Ebenhack/AP Photo)
search for Brian Laundrie, Petito's boyfriend
Vehicles from members of the media and curious passersby line a road outside the entrance of the Carlton Reserve during a search for Brian Laundrie, in Venice, Fla., on Sept. 21, 2021. (Phelan M. Ebenhack/AP Photo)

She said those fascinated by such cases are sometimes domestic-violence victims who find that such material can help them deal with their own experiences.

“Some people are really drawn to it from a place of healing, or from a place of wanting to find justice for the young lady,” Boling said.

The case also came at a time when interest in cross-country travel, especially in vans or recreational vehicles, is at a high, perhaps as a reaction to the isolation forced on people by the COVID-19 outbreak. The couple’s plans sounded like something out of a romantic movie gone terribly awry, said Alex Piquero, a criminologist at the University of Miami.

“It has this whole air of intrigue,” he said. “People have a real fantasy about being able to solve crimes.”