Influencers thinking about using the SAG-AFTRA strike as a stepping stone should think twice about the bridges they're burning

Palmer Haasch

Mon, July 17, 2023 

Influencers thinking about using the SAG-AFTRA strike as a stepping stone should think twice about the bridges they're burning

Influencers should take note of the SAG-AFTRA guidelines for their profession during the strike.

Influencers who cross the picket line will be barred from future entry in SAG-AFTRA.

That's a door they should leave open, even aside from the reputational hit of scabbing.

As actors joined writers on the picket lines last week, it became apparent that promotional cycles for films were going to look a lot different — and that there was an ongoing opportunity for influencers to make more content. Still, they should probably reconsider before signing any new deals with struck companies.

Striking actors are barred from promoting their films per strike rules, and this week Disney's "The Haunted Mansion" premiere went on without its cast. Instead of stars, it featured prominent Disney characters, including Mickey and Minnie Mouse, as well as a smattering of influencers making TikTok content from the red carpet.

Some of them sustained backlash for covering the premiere during the strike. Per Deadline's reporting, those who worked the premiere were "already in the clear" per SAG-AFTRA rules.

@lyssynoel I attended Disneys Haunted Mansion Premiere 🖤👻 thank you so much @Disney for inviting me! The movie was amazing! #hauntedmansion #disney #hauntedmansionpremiere #disneyland #hauntedmansiondisney ♬ Grim Grinning Ghosts - From "The Haunted Mansion" - The Melomen & Paul Frees & Betty Taylor & Bill Lee & Thurl Ravenscroft

Influencers, now a crucial part of studios' marketing strategies, became eligible to cover brand deals under a contract with Hollywood's largest union in February 2021. And in light of the strike that began on Friday —over demands for better residual pay and the use of AI — the organization released an FAQ for influencers that explicitly states what they can and cannot do during the strike.

Brand deals covered by the SAG-AFTRA Influencer Agreement are still acceptable, as are already-in-effect contracts to promote struck work. But new agreements to promote struck companies or their content are understandably off the table, per the strike. Influencers are also barred from participating in conventions, like this week's San Diego Comic-Con, to promote or on behalf of struck companies.

Actors won't be promoting their work during the strike, but influencers would be wise to think twice before rushing in to replace them on the red carpet. According to guidelines, strike rules apply not only to current SAG-AFTRA members, but also to potential future members, who'll be barred from joining the guild if they cross the picket line. Any influencer, whether or not they're thinking about pursuing a career in acting, would be wise to leave that door open — who knows whether TikTok will even be around in a few years, after all? And anyway, they might want to join the union as a content creator in the future.

Creators should also keep in mind that losing out on future SAG-AFTRA membership isn't the only consequence of crossing the picket line — they'll also risk ostracizing themselves from their peers in the industry.

"Fall on the right side of history. Do the right thing. It's really quite simple," film influencer Reece Feldman (@guywithamoviecamera) said in a TikTok announcing 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."