During Hurricane Milton in Florida, social media creators made headlines for staying in dangerous evacuation zones to create content. One Instagram influencer used the attention to promote her book, while a TikTok creator documented his experience during the storm, gaining hundreds of thousands of likes. Another TikTok creator with a child joked about standing outside during the storm and then decided to go inside when debris started flying. This trend of creators risking their safety for views was not only dangerous but also raised concerns about the influence of social media on people’s behavior during emergencies.
While some creators cited concerns about gas shortages and traffic during evacuations as reasons for staying, the overall trend highlighted how social media can exacerbate dangerous situations. In the lead-up to Hurricane Milton, creators were seen flouting safety guidance and spreading false claims, adding to the chaos surrounding the storm’s impact. The detrimental effects of social media on public safety were evident as emergency responders had to rescue over 1,000 people, homes and businesses were destroyed, and at least 17 people died as a result of the storm.
Despite the potential for social media to be a platform for sharing valuable safety information, the focus on creating content often leads to risky behavior. Creators feel pressure to constantly produce engaging content to keep up with social media algorithms that promote inflammatory and divisive content. Platforms like TikTok have taken some steps to address this issue by labeling dangerous videos and directing users to relevant safety information. However, the broader issue of incentivizing risky behavior for views remains pervasive in the social media landscape.
The phenomenon of creators risking their safety for content can be partly attributed to the structure of social media platforms and the financial incentives they offer. Algorithms that promote divisive content and reward viral posts contribute to the pressure on creators to generate engaging material, even during life-threatening situations. While some creators may be following the traditional news model of covering extreme weather events, the ethical implications of monetizing traumatic events on social media are concerning.
As users continue to engage with and reward creators who document dangerous situations, questions arise about the motivations behind such content creation. While there is value in providing real-time updates and firsthand accounts of events like hurricanes, the ethical considerations of monetizing tragedy cannot be ignored. Influencers operate within a system that prioritizes views and engagement, leading them to make difficult choices about how they interact with sensitive topics. It is essential to acknowledge the broader societal pressures that influence creator behavior and the impact of social media on public perception during crises.
