In the last decade, influencers have taken over the digital world, becoming some of the most powerful figures on social media. They have built vast followings, often in the millions, and have used their platforms to promote products, ideas, and even lifestyles. As a result, influencers can shape public opinion, drive trends, and create movements. However, with great power comes great responsibility. In the fast-paced world of social media, influencers are constantly under scrutiny, and even minor missteps can lead to a phenomenon known as “cancel culture.”
The term “cancel culture” refers to the practice of withdrawing support for individuals or brands after they have been deemed to have acted unethically or inappropriately. In the case of influencers, this often manifests in a loss of sponsorships, followers, and career opportunities. But what does it mean for an influencer to be “cancelled,” and how does it affect their career and the wider cultural conversation? In this blog, we will explore the rise of influencer culture, the factors that contribute to influencers being cancelled, and the consequences of this public shaming.
The Rise of Influencer Culture
The concept of influencers is not entirely new. Celebrities, for example, have always held the power to sway public opinion, but social media has allowed everyday individuals to reach celebrity-like status without the traditional gatekeepers of media. Through platforms like Instagram, YouTube, TikTok, and Twitter, ordinary people can create content that resonates with millions. These influencers, often in niche areas like beauty, fitness, gaming, or lifestyle, have become the new faces of marketing.
Brands are keenly aware of the power influencers wield. Partnering with influencers is now a central part of marketing strategies, as their followers tend to trust their opinions more than traditional advertisements. This has led to a booming industry, with influencers earning substantial incomes from sponsored posts, brand collaborations, and even product lines of their own.
However, with the immense power influencers possess comes heightened scrutiny. Their lives, opinions, and actions are under constant observation. In the digital age, a single tweet, video, or Instagram post can quickly spiral into a viral scandal, attracting significant backlash from followers and the public at large. This leads to the rise of cancel culture—a process by which influencers face public shaming, criticism, and a loss of support.
What Does It Mean to Be “Cancelled”?
To be “cancelled” means to face a collective withdrawal of support, typically from followers, brands, and the public, due to some form of controversy or perceived wrongdoing. For influencers, being cancelled is a significant consequence. They rely on their online presence, their brand partnerships, and their fanbase to sustain their careers. A cancellation can result in lost sponsorships, decreased followers, and a tarnished reputation.
The process of being cancelled often begins with an incident, whether it’s a controversial statement, inappropriate behavior, or an accusation of misconduct. This incident is usually shared widely on social media, where it is debated, dissected, and amplified by both fans and critics. Influencers who fail to address the controversy quickly or who respond defensively may find themselves caught in a firestorm of public outrage.
Once the cancellation begins, it can spread rapidly, especially if the influencer has a large following. A mass unfollowing, negative tweets, and calls for brands to cut ties with the influencer are common signs that the cancellation is in full effect. The influencer may lose lucrative brand deals or even face bans from certain platforms. In some cases, influencers may attempt to apologize or mitigate the damage by explaining themselves, but this approach can be risky. Some fans may view an apology as insincere, while others might demand more accountability.
The reasons for cancelling an influencer vary, but common triggers include offensive comments, controversial actions, or past behavior that contradicts their public persona. The speed with which an influencer can go from being celebrated to being cancelled highlights the volatile nature of social media culture.
Common Reasons Influencers Get Cancelled
1. Insensitive or Offensive Remarks
One of the most common reasons for an influencer’s cancellation is making insensitive, racist, or offensive remarks. Given the global reach of social media, influencers are under constant scrutiny, and anything considered offensive can quickly go viral. Whether it’s a racially insensitive joke, homophobic comments, or controversial political statements, such remarks often lead to swift public backlash.
For instance, YouTube star Logan Paul was widely criticized for posting a video in 2017 that featured a suicide victim in Japan’s Aokigahara Forest. Despite initially defending his actions, Paul faced widespread condemnation, including from major brands. The incident led to a temporary suspension of his YouTube ad revenue and damaged his reputation for years. His cancellation was a clear example of how a single misstep can have long-lasting consequences in influencer culture.
2. Exploitation or Scandals
Another common reason for influencer cancellations is allegations of exploitation or unethical behavior. Many influencers have been accused of taking advantage of their followers, especially younger audiences. This might involve promoting products that are harmful or misleading, participating in exploitative business practices, or taking advantage of their followers for personal gain.
In the beauty industry, for example, influencers who promote products that are later revealed to be subpar, harmful, or misleading can face a backlash. The “Fyre Festival” debacle in 2017, in which influencers promoted a disastrous music festival on social media, serves as an example of how influencers can become embroiled in scandal due to associations with unethical business ventures.
3. Past Behavior
In today’s digital landscape, people’s past actions—especially those shared online—are often brought into question. Old tweets, videos, or posts that are considered offensive or problematic can come back to haunt influencers, leading to cancellation. Cancel culture can sometimes be seen as a form of accountability, as it pushes individuals to reckon with their past behavior. However, the question of whether people should be judged solely by their past is a complicated one.
For instance, in 2020, beauty influencer James Charles faced allegations of inappropriate behavior involving underage fans, which led to a temporary loss of followers and public support. Though he apologized and eventually regained a portion of his fanbase, the controversy remained a reminder of how past mistakes can have a long-lasting impact in the influencer world.
4. Political Stances
In recent years, influencers who publicly express political stances—whether through posts, endorsements, or direct actions—have faced heightened scrutiny. Cancel culture often intersects with politics, and influencers who are perceived as supporting certain political ideologies or controversial figures can quickly become divisive figures.
For example, when influencers like YouTuber Jenna Marbles and makeup mogul Jeffree Star were involved in controversies related to their political views or past actions, their careers suffered. Followers and brands may not always appreciate an influencer’s political stances, which can result in cancelled deals and a significant decline in their public image.
The Consequences of Being Cancelled
The consequences of being cancelled are multi-faceted and can extend far beyond a loss of followers. While some influencers manage to weather the storm and continue their careers after a cancellation, others find their careers permanently affected.
1. Loss of Sponsorships and Brand Deals
Influencers rely heavily on brand partnerships and sponsorships for income. When they are cancelled, these brands often sever ties, especially if the influencer’s controversy contradicts the brand’s values or image. This can have a significant financial impact. Influencers who once had lucrative partnerships can see their income sources dry up overnight.
2. Declining Followers and Engagement
Social media followers are central to an influencer’s identity and business. A cancellation often results in a significant drop in followers, especially if the influencer fails to recover from the controversy. Additionally, engagement on posts—likes, comments, and shares—tends to decline as the influencer becomes a polarizing figure.
3. Personal and Mental Health Effects
Being cancelled is a deeply personal experience, and it can take a toll on an influencer’s mental health. The intense public scrutiny, online harassment, and loss of career opportunities can lead to anxiety, depression, and stress. Many influencers have openly discussed the mental health challenges they face during a cancellation, emphasizing the emotional weight of being rejected by their community.
4. Public Reputation and Future Opportunities
An influencer’s reputation is everything, and once it’s damaged, it can be hard to rebuild. A cancelled influencer may find it difficult to gain new sponsorships, collaborations, or opportunities within the influencer industry. Even if they manage to make a comeback, their reputation may forever be tainted by their past mistakes.
The Ethics of Cancel Culture in the Context of Influencers
While cancel culture is often seen as a way to hold influencers accountable for their actions, it also raises ethical questions. One major concern is whether cancel culture allows for redemption and growth. Is it possible for an influencer to learn from their mistakes and come back stronger, or is their career permanently damaged by a single misstep? Critics argue that cancel culture can be overly harsh, leaving little room for personal growth and forgiveness.
On the other hand, proponents of cancel culture argue that influencers—who hold significant influence over their audiences—must be held accountable for their actions, especially if they have a history of harmful behavior. In this view, cancel culture serves as a mechanism for social justice, shining a light on unethical behavior and forcing individuals to take responsibility for their actions.
Conclusion
The phenomenon of influencers being cancelled highlights the complexities of modern celebrity culture, the power of social media, and the growing influence of online communities. Influencers, once seen as untouchable figures, are now increasingly held to account for their actions. Whether through insensitive remarks, past behavior, or scandals, influencers are reminded that their digital presence is a double-edged sword—offering fame and fortune but also exposing them to intense scrutiny.
While cancel culture has undeniable consequences for influencers, it also serves as a reminder of the power of online communities in shaping public discourse. As social media continues to evolve, the dynamics of influencer culture and the practice of cancelling will likely continue to be an important topic of discussion.
