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Here’s How #Blockout2024 On TikTok Affects Influencer Marketing


image ofHaley Baylee

In recent weeks, a phenomenon known asTikTok #Blockout2024 has swept across the platform, fundamentally altering the landscape of influencer marketing. This movement sees Gen Zers on TikTok spearheading a digital rebellion against numerous high-profile celebrities and influencers, leaving brands in a state of confusion regarding how to navigate partnerships in an already unpredictable influencer marketing environment.

The #Blockout2024 movement, often referred to as #BlockTok, emerged when tens of thousands of TikTok users decided to “digitally guillotine” celebrities and influencers who, in their view, failed to use their massive social media platforms to address critical issues like the Israel-Hamas war. This social media campaign has focused on urging users to block these influential figures across all social media platforms. The list includes prominent names such as Kim Kardashian, Taylor Swift, Selena Gomez, and James Charles, among others.

“We gave them their platforms,” proclaimed TikTok user @ladyfromtheoutside in a viral video that has garnered over 2.7 million views and nearly 600,000 likes since May 8. “It’s time to take it back—take our views away, our likes, our comments, our money—by blocking them on all social media and digital platforms.”

The catalyst for the #Blockout2024 movement was a now-deleted video of influencer Haley Kalil, who appeared at the Met Gala in a Marie Antoinette-inspired gown while mouthing the infamous quote attributed to the French queen, “Let them eat cake.” This video, seen as insensitive by many TikTok users when juxtaposed with distressing images from the Israel-Hamas conflict and the ongoing cost of living crisis in the U.S., ignited widespread outrage and led to the collective action embodied by #Blockout2024.

Blockout 2024 Celebrities List

The list of celebrities targeted by #Blockout2024 is continually evolving, with new names being added as the movement gains momentum. Initially focused on a few high-profile figures, the list now includes a broad array of celebrities and influencers across various social media platforms. The aim is clear: to hold these figures accountable for their perceived silence or insensitivity regarding significant global issues.

Blockout 2024 Meaning

The essence of #Blockout2024 lies in reclaiming the power that fans and followers have given to influencers and celebrities. By collectively withdrawing support—through actions like blocking and unfollowing—TikTok users aim to demonstrate the impact of their engagement and financial contributions on these public figures’ success.

Influencer Marketing Strategy Amid #Blockout2024

The rise of #Blockout2024 presents a significant challenge for brands relying on influencer marketing. As influencers face backlash and potential loss of followers, brands must rethink their marketing strategies to navigate this volatile environment. Here are some key considerations for brands:

  1. Authenticity and Accountability: Brands should prioritize collaborations with influencers who demonstrate genuine engagement with social issues and authenticity in their content.
  2. Diversified Influencer Partnerships: Relying on a diverse range of influencers can mitigate the risk of any single influencer’s fallout impacting the brand’s reputation.
  3. Transparent Communication: Clear and honest communication about brand values and the reasons behind choosing specific influencers can help build trust with the audience.

Influencer Marketing Amidst Change

The #Blockout2024 movement highlights the shifting dynamics of influencer marketing, where audiences demand more accountability and authenticity from the figures they follow. Brands must adapt by aligning their influencer partnerships with these evolving expectations, ensuring their marketing strategies remain effective and resonant in this new digital landscape. As TikTok and other platforms continue to evolve, staying attuned to these changes will be crucial for successful influencer marketing strategies.

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