Catfish Cooley built a large online following through short, loud comedy rant videos shared on social media, where his exaggerated Southern delivery and sudden snorts became part of his act. Clips of his reactions were cut down by fans into isolated sounds for memes and soundboards, and this less than one second snort became a reusable shorthand. Online it is used less as a quote and more as a reaction noise, signalling amusement, disbelief or mock disgust in gaming, comedy edits and short form video.