We usually don't notice the temperature of our phones unless it's extremely hot, which is usually a sign that it needs a break or a new battery.
With endless scrolling and constant usage, our phone becomes an extension of our hand that fits neatly in our palms matching our body temperature.
So when something disturbs that temperature, it can be a little unnerving, especially if the only thing changing that is a TikTok video with no actual physical power.
Over 18.8 million people have watched @es_sports123's video - an unbelievable number when you realise it is just a picture of an air conditioning unit with the noise attached.
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There's nothing special about the clip except when you play it your phone will somehow seem to get colder, as if there is actually an air conditioner pushing out cold air through your device.
Other versions of the video have popped up on the app with captions claiming the sound "makes your phone cool down" or it "actually makes your phone cold", which is an astonishing feat for a device with no fan built into the back.
Commenters were shocked, saying they could "feel air touching [their] skin", one person said: "No 'cause why do I feel air coming out my phone."
Of course there was no actual air, just a trick of the mind which hundreds of commenters were quick to call the placebo effect.
A placebo is a dummy pill or other aid often used in medical trials to compare to a new treatment, it holds no actual cure but the mind believes it works.
This video isn't a placebo as Catherine Hallissey, a chartered psychologist, explained: "The placebo effect is traditionally used to describe the phenomenon where a person's mental or physical health appears to improve after taking a placebo treatment.
"Therefore, I would not define this as an example of the placebo effect; rather it is an example of the power of suggestion combined with sensory input designed to simulate the real thing.
"We have grown to associate the feeling of being cold with seeing an air conditioning unit up close while also listening to the sound of it circulating the cool air."
She noted: "The placebo is a well-studied medical phenomenon, not to be confused with an experience like this."
Therefore, the air conditioner video is not a placebo effect but works by using sounds, images, and the power of suggestion to trick your brain into thinking your phone is getting colder.
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