The phrase itself is everyday French for it is not funny, and that plainness is part of why the clip travels so well. As a short reaction sound, it is easy to drop into videos, streams and chats without needing translation for viewers who recognise the tone even if they do not speak French. It fits the modern meme habit of answering an unfunny moment with an equally unimpressed response, rather than explaining the joke. That simple, repeatable use keeps it in rotation for creators making comedy, reaction and prank content.