The influencers are still tired.
They lose patience when new creators suddenly take to the Internet, only to fall flat when their past controversial content resurfaces.
Accountability periods are nothing new on the internet. The era of erasure culture in the late 2010s saw creators rise and fall, most notably with what was dubbed “Karmageddon.”
But in 2024, there was little desire to erase the stars.
It said that if someone gets deleted, take some time, come back with an apology video, and eventually, everyone forgets what happened.
But now, experts say, audiences expect more — and forgiveness can be more difficult.
Fans feel cheated
Over the past few weeks, some of the internet’s biggest stars have come under fire.
Cody Ko, a popular YouTuber who has been on the platform since 2014, has faced new questions about the close relationship he had with Tana Mongeau a few years ago when he was 20 years old and 17 years old.
When Mongeau, now in his 20s, spoke about it openly on his podcast, Ko remained silent.
Mongeau has also been linked to other scandals – his podcast co-host Brooke Schofield is back after several racist tweets he wrote between 2012 and 2016 resurfaced.
Schofield has posted numerous requests for forgiveness on social media. While some fans say they accept his apology and agree that he has moved on from some of the things he said when he was younger, others don’t think he has done enough.
Katya Varbanova, CEO of Viral Marketing Stars, told Business Insider that deleting culture is no longer cool and fans now feel “cheated” by their favorite artists.
He said: “People feel disappointed because the way the influencers have created themselves is contrary to some of the recent revelations.”
For example, MrBeast is the biggest YouTube star, with 311 million subscribers.
Jimmy “MrBeast” Donaldson has built a reputation as an inspirational and generous person, donating money and housing to people in need.
But he is still in hot water over allegations of abuse on his Amazon show, “Beast Games,” and his relationship with Ava Tyson, his childhood friend who he cut ties with when he was accused of sending inappropriate messages to a minor. last month.
Jimmy “MrBeast” Donaldson and his friend Ava Tyson (right). Kevin Mazur/Getty Images
The new allegations contradict the notion that Donaldson is a positive influence, Varbanova said, leaving her audience dismayed.
This feeling of disappointment is reinforced by what Varbanova described as “comparanoia” – the preoccupation with comparing one’s life with someone else’s.
For example, Alix Earle, the darling of TikTok, has been an easy target for critics of the influencer industry, with many taking issue with her level of fame due to a lack of work following the rise of climate change. .
Some of Earle’s old media where he used racial slurs has surfaced, and fans are disappointed that he hasn’t spoken to them.
“It sounds like, oh. Why do people with pasts move on in life?” Varbanova said. “There is this misunderstanding that being a good person is what brings success.”
Reputational and financial consequences
Natacha Rousseau, a PR expert who has worked with influencers for more than a decade, told BI that the scandal highlights a major shift in the way people interact with and perceive influencers.
“Fans are no longer just consumers of content; they are active participants in holding creators accountable for their past and present actions,” he said.
The growing awareness and intolerance of problematic behavior is fueled by social justice movements and strong opinions on issues such as racism, sexism and violence, Rousseau said.
“Traditions that were once ignored or exempt are being re-examined under a very critical lens,” he added. “Influencers, because of their visibility, are not exempt from this scrutiny.”
Rousseau says the effects are twofold, on the influencer’s reputation and finances. Schofield may have lost business after his tweets went viral. Ko stepped down from his podcast company. And while posting videos, Donaldson has taken a big step away from being visible online.
Rousseau says fans are still frustrated by the fall of influencers. This, he said, reflects a “widespread cultural fatigue and a persistent brand of newsmakers who seem genuine only to later bring up the problems of the past.”
As a result, they’re wondering if that kind of impact is sustainable at all “or if it’s setting them up for constant disappointment,” he said.
My Cody. Gilbert Flores/Getty Images
Recovery is a stable measure
Cessie Cerrato, a publicist and marketing expert who founded Cessie C. Communications, told BI that fans are tired of putting up with online celebrities.
But, sometimes, bad attention can lead to big and good things.
For example, Mikayla Nogueira has had many controversies, including accusations that she lied to her audience to advertise mascara – known as the “Mascara Gate” – and a strong disagreement with the manufacturer-‘ partner with him regarding the advertising agreement.
“But still – this year, he managed to make a big deal with Elf as their CEO for the day,” Cerrato said.
Brands seem to understand that controversy or not, eyeballs on their content is what they want, Cerrato added.
Mikayla Nogueira is a beauty content creator on TikTok. Michael Buckner
But an influencer’s value only exists if their audience is there.
Jasmine Bloemhof, who has worked in PR in LA for 20 years, told BI that going forward, how influencers deal with their various challenges will be important because they will be scrutinized more than ever.
Trust can be rebuilt, Bloemhof said, but there’s only so much you can get.
He said: “When an influencer continues without addressing the ‘elephant in the room,’ there is little chance that they will be able to recover and regain the lost trust of their followers. “I slippery slope.”
In general, people crave honesty, and no one expects anyone to be perfect.
“We all know they’re human,” Bloemhof said. But when we feel lost and confused about who we really are and what we stand for, that’s where things get complicated and messy.
Rousseau believed that people are more rational and have a higher need for moral integrity. They are wise to those who are trying to “clear” their careers and know exactly who deserves their attention.
Rousseau said: “There will always be a time of responsibility. “And those who conduct it thoughtfully will succeed in the end.”