Are Online Influencers Okay? A Look at the TikTok Drama and Its Impact on Brand Deals

Jul 28

Scrolling through TikTok these days feels a bit like flipping through a high-stakes drama series. Influencers, who once captivated us with creative content, are now embroiled in a never-ending cycle of call-out videos and online feuds. It begs the question: Are online influencers okay?

The landscape of social media, particularly on TikTok, has shifted dramatically. Where once we saw influencers sharing their lives, talents, and passions, we're now seeing an increasing number of them creating content to respond to, and often come for, one another. This trend raises some serious questions about the direction of influencer culture and its impact on their relationships with brands and businesses.

Let’s dive into the heart of the matter. Why are some of our favorite creators not landing those coveted brand deals or NIL partnerships? Could it be that their content and behavior are scaring brands away? It’s a valid concern. Brands are cautious about who they associate with, especially in today’s cancel culture climate. They want influencers who reflect their values and maintain a positive image.

When influencers are constantly embroiled in drama, it doesn’t just tarnish their reputation—it also makes them a risky investment for brands. Think about it: if a creator is known more for their online spats than their content, what message does that send to a potential partner? Brands want stability and reliability, not the unpredictability of the next viral feud.

This brings us to another pressing question: without business and brand deals, what are these influencers actually influencing us to do? The essence of being an influencer is to inspire and lead their audience, whether it’s through lifestyle choices, fashion, or positive behavior. But when the focus shifts to drama and negativity, the influence becomes muddied.

What’s happening now is a sort of self-sabotage. Influencers who could be making impactful, positive content are getting lost in the noise of online disputes. They might be gaining views and followers in the short term, but at what cost? The potential for long-term partnerships and genuine influence diminishes with each contentious post.

It's not all doom and gloom, though. There are plenty of creators out there who are sticking to their roots and staying out of the fray. They’re the ones we see collaborating with brands, landing deals, and continuing to grow their influence in meaningful ways. They’re setting the example that it is possible to thrive without engaging in the negative aspects of social media culture.

So, what’s the takeaway here for influencers and their audiences alike? For influencers, it’s a reminder to stay true to the content that initially attracted their following and to think carefully about how their online behavior might impact their future opportunities. For the audience, it’s a call to support those creators who bring positivity and value to our feeds, rather than contributing to the cycle of drama.

Ultimately, the influencer world is what we make of it. If we collectively shift our focus back to creativity, inspiration, and positivity, we can steer the culture in a direction that benefits everyone. Let’s hope that our favorite creators take this to heart and remember what it truly means to be an influencer—not just someone who garners views, but someone who leads and inspires.