As TikTok’s popularity continues to soar with over one billion active users, increased light shines on the stars of the app, known as “influencers.” As TikTok influencers achieve levels of stardom akin to celebrities, they gain access to red-carpet events. However, this exclusive access combined with their careers in content creation has led to behaviors eerily similar to paparazzi instead.
Out of the social media app’s one billion users, some have amassed notably high follower counts. As of March 2024, the most-followed account, Khabane Lame, has 161.4 million followers and 2.4 billion likes. Charli D’Amelio has the second-highest following and the most likes across the app, with 152 million followers and 11.5 billion likes. Dixie D’Amelio, Charli’s older sister, has also amassed an impressive following, with 56.4 million followers and 3.3 billion likes.
TikTok influencers largely rely on outside business ventures, such as clothing lines and cosmetics collaborations, and sponsored content to provide their salaries. Between clothing collaborations, music creation, and their own Hulu series, the D’Amelio sisters’ 2022 earnings were a combined $27.5 million. Brands like Amazon, Louis Vuitton and McDonald’s purchase ads in the form of sponsored content from these influencers, each costing upwards of $20,000 to $250,000 per post.
As TikTok influencers amass large followings and create successful advertisements for brands, many go to events called “brand trips.” The purpose of these trips is to create content promoting the brand sponsoring the trip. For example, the cosmetics brand, Tarte, sent influencers on a luxury trip to Bora Bora on Feb. 29, their suites fully stocked with cosmetics and custom products. Invitees like fitness and lifestyle influencers Whitney Simmons and Samantha Jo took to TikTok to showcase the extravagant trip.
Not only have brands caught onto the popularity and stardom of TikTok influencers, but so have high-profile events, such as the People’s Choice Awards and the Grammys. However, as more influencers appear on the red carpet, some of Hollywood’s celebrities are disgruntled. Some TikTokers on the red carpet are eerily similar to paparazzi in three ways.
Some influencers lack the professionalism of trained reporters representing reputable news organizations on the carpet. This is not always the case, as some influencers practice professionalism, and some reporters do not. Celebrities attending these red carpets receive media training to target public appearances, promotion opportunities, and media interactions on the carpet. The professional training both parties receive creates a seamless interaction between reporters and celebrities that influencers throw off.
On the same key as professionalism and media training, the news has flamed influencers creating content at red carpet events for asking celebrities distasteful questions and posting content irresponsibly.
TikTok influencer Juju Green, for example, posted a video at the Film Independent Spirit Awards with the text, “When your therapy card declines so they send in Lily Gladstone to remind you what happened to her and her family in Killers of the Flower Moon.” The text is an insensitive comment on the hardships and violence faced by Indigenous peoples in the U.S. since European colonization. Though he has since removed the video, other TikTok users have responded critically.
The behavior exhibited by TikTok influencers like Green creates a negative reputation for all influencers.
Most reminiscent of paparazzi behavior is the content-for-cash factor of the occupations, where ethical concerns occur. In Green’s case, he irresponsibly utilized a viral TikTok meme to generate traction on his video. Both paparazzi and TikTok influencers rely on content for their livelihoods. Unfortunately for celebrities, the shock factor of paparazzi, and now TikTok influencers, sells to the public.
Ultimately, it is the responsibility of the influencers invited to high-profile events to research the work of celebrities in attendance to inform the questions they ask in interviews. In an accessible digital world, where the lines are blurred between content creation, celebrity and professional media, influencers must be held to high ethical standards on the red carpet.
Taylor Orcutt is a sophomore studying journalism. Please note that the views and opinions of the columnists do not reflect those of The Post. Want to talk more about it? Let Taylor know by tweeting her @TaylorOrcutt.
