- During the strike, influencers should be aware of the SAG-AFTRA guidelines that apply to their profession.
- Influencers who choose to cross the picket line will be prohibited from future entry in SAG-AFTRA.
- Aside from the reputational damage caused by scabbing, influencers should consider leaving the door open for future opportunities.
As actors joined writers on the picket lines last week, it became evident that the promotional cycles for films would undergo significant changes. This presented an ongoing opportunity for influencers to generate more content. However, before entering into any new deals with struck companies, influencers should reevaluate their decision.
Striking actors are prohibited from promoting their films according to strike rules. For instance, Disney’s “The Haunted Mansion” premiere proceeded without its cast. Instead, prominent Disney characters like Mickey and Minnie Mouse took center stage, supported by influencers who created TikTok content from the red carpet.
Some influencers faced backlash for covering the premiere during the strike. According to Deadline’s reporting, those who worked the premiere were “already in the clear” as per SAG-AFTRA rules.
Influencers, who have become integral to studios’ marketing strategies, became eligible to cover brand deals under a contract with Hollywood’s largest union in February 2021. With the strike commencing over demands for better residual pay and the use of AI, the organization released an FAQ for influencers, clarifying what they can and cannot do during the strike.
Brand deals covered by the SAG-AFTRA Influencer Agreement are still acceptable, as are existing contracts to promote struck work. However, new agreements to promote struck companies or their content are off-limits due to the strike. Additionally, influencers are not allowed to participate in conventions, such as San Diego Comic-Con, on behalf of struck companies.
While actors won’t be promoting their work during the strike, influencers should carefully consider replacing them on the red carpet. Strike rules apply not only to current SAG-AFTRA members but also potential future members, who may be barred from joining the guild if they cross the picket line. Regardless of whether influencers intend to pursue an acting career, it is advisable to keep that door open, as the future of platforms like TikTok remains uncertain. Besides, they may consider joining the union as content creators in the future.
Influencers should also bear in mind that crossing the picket line not only jeopardizes their potential future SAG-AFTRA membership but also risks isolating themselves from their industry peers.
“Fall on the right side of history. Do the right thing. It’s really quite simple,” said film influencer Reece Feldman (@guywithamoviecamera) in a TikTok expressing his solidarity with the SAG-AFTRA and WGA strikes. “Support the works, support the union, support the people that make your favorite shows and movies. That’s it.”
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