Back pain has become rife in lockdown. But that's not the only reason chiropractors are being hailed as YouTube influencers â€“ there's a horror movie thrill, tooThe man in a waistcoat and jeans stands over a woman who lies face-down on a vinyl bed. He is all hairy arms, and she a mop of dip-dyed hair. He presses one palm on her back; with the other he cups the side of her head and sharply thrusts. Click, crack: her neck twists in a way that necks don't usually like to be twisted. The woman curses in apparent relief; the man laughs. He is Joseph Cipriano, a chiropractor who is also known as Dr Joe Back Crack or the Y Strap Doc (after his trademark treatment tool) and this video of him adjusting a client with â€œ*EXTREMELY LOUD* chiropractic crackingâ€ has been viewed 19m times.Cipriano, who has 1.6 million subscribers on YouTube and his own range of â€œTeam Y Strapâ€ and â€œMake Your Spine Great Againâ€ sweatshirts, is one of what his fellow chiropractors, Doc Manasseh, calls â€œa new wave of chiropractors globally to have gone viralâ€. In an age of back pain, chiropractors are the new social media influencers. But why do so many people want to watch them? And is the rise about more than a interest in good spine health?