For the first time in over 60 years, the actors and Hollywood writers unions have staged a strike simultaneously, demanding higher pay and objecting to the studios’ proposal to use artificial intelligence (AI) tools in production. With more than 175,000 union members currently out of work until an agreement is reached, the impact of the strikes is also being felt by a different group: influencers and digital content creators. This group, which includes non-union influencers, is facing confusion about how to continue making money while their peers in Hollywood are on strike. This guide aims to address some common questions influencers have raised and provide clarity on the situation.
It is essential to understand what work is off-limits for striking workers. The Alliance of Motion Picture and Television Producers (AMPTP), which represents major studios like Disney, Paramount Pictures, Warner Bros., and more, prohibits striking workers from working for the companies involved in negotiations. For actors, this means they cannot engage in obvious forms of work, such as acting, voice acting, singing, and doing stunts. However, they are also barred from behind-the-scenes activities, such as makeup tests, rehearsals, and auditions. Similarly, writers are unable to take meetings, pitch ideas, or polish scripts, among other tasks.
The strikes will continue until both sides reach a deal. The negotiations revolve around critical issues in the industry, including actors’ low residual earnings in the streaming era and studios’ ability to utilize actors’ likeness through generative AI tools. Striking performers and writers are also not allowed to partake in press and publicity activities, such as interviews, podcast appearances, and promoting struck work on social media.
Studios have already started hiring other individuals, including influencers, to promote films and TV shows. Anecdotes from influencers have surfaced, revealing that some have been offered deals to create content on behalf of struck companies. One TikTok creator, @f0r3st.witch, disclosed that they were offered $5,000 to produce content for a prominent movie franchise but chose to ignore the offer. Studios are becoming increasingly desperate to promote their work due to the ongoing strikes and are reaching out to influencers at all levels in an attempt to undermine the strike.
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Non-union influencers and content creators are not obligated to follow any strike-related guidelines. However, apart from the ethical considerations of working for struck companies, adhering to strike rules may be in their best interest. It is no longer uncommon for digital content creators to transition into TV and film later in their careers. In fact, SAG-AFTRA, the union representing artists, includes influencers under a special agreement in addition to traditional performers. If influencers aspire to venture into these industries or secure future opportunities, they may need to join a union or become a member to participate in productions. SAG-AFTRA has explicitly stated that influencers who engage in promoting struck work will be blocked from joining the union. The union has a history of investigating and banning strikebreakers, and its members are encouraged to report any such individuals.
SAG-AFTRA defines “influencer” as a self-defining group that, much like actors, includes individuals who record themselves acting in a role and upload the video to platforms such as Instagram. It is not a prerequisite for influencers to make money solely through online content. Any content creators or influencers who aim to promote projects and draw attention to them fall into the influencer category. SAG-AFTRA appeals to content creators for solidarity, as they share a common interest with actors in protecting creative work and preventing technology from replacing them.
SAG-AFTRA asks influencers not to share unpaid content about struck productions. While actors are typically not paid for promotional work, it is usually included in their contracts. Therefore, if influencers want to maintain the option of joining a union in the future or show solidarity with striking workers, they should refrain from sharing unpaid content related to struck productions. This guidance applies to all types of influencers, including fashion influencers who may want to create get-ready-with-me videos for movie premieres or other events.
It is important to note that reviews and coverage by news organizations are not considered the same as what an influencer might post. Journalists are independent and do not work for studios or producers. They do not accept payment for coverage, and their reviews are not impacted by the strikes.
While influencers cannot engage in work related to struck companies, they can still create self-produced sponsored content for non-struck companies. SAG-AFTRA advises that if a creator already has an existing contract to promote struck work, they should fulfill it. However, they cannot enter into any new deals with struck companies.
If you are a fan and not an influencer, you can still share your enthusiasm for your favorite shows, movies, or any other content on platforms like TikTok or social media. SAG-AFTRA has not called for a boycott, and fans do not need to cancel subscriptions, stop going to theaters, or refrain from expressing their opinions online. As a regular viewer, it is perfectly fine to share your thoughts and discuss the content you enjoy.
In conclusion, the current strikes by actors and Hollywood writers have led to uncertainty and confusion among influencers and content creators. While non-union influencers are not legally required to adhere to strike guidelines, it may be beneficial for their own future prospects to support striking workers and avoid working for struck companies. By understanding the rules and implications of the strikes, influencers and content creators can make informed decisions about their involvement in the entertainment industry during this period of labor protests.
