Suppose you’re a social media influencer considering promoting a film or TV series for a studio, but you’re not a SAG-AFTRA member. In that case, it’s essential to reconsider your decision.
SAG-AFTRA has implemented regulations for social media influencers during strikes, stating that even if you’re not currently a member but aspire to join the guild, you will be disqualified from membership if you engage in promotional activities for studios and streaming platforms during a strike.
The SAG-AFTRA Strike website explicitly outlines the dos and don’ts for social media influencers, stating, “Any non-member seeking future membership in SAG-AFTRA who performs covered work or services for a struck company during the strike will not be admitted into membership in SAG-AFTRA.”
This ruling has already become a concern for major studios and streaming companies that rely heavily on TikTokers to generate buzz for their blockbuster projects. For instance, the marketing campaign for Insidious: The Red Door, supported by Sony/Blumhouse, achieved an impressive domestic opening of $33 million, thanks partly to the “What’s Behind the Red Prank” orchestrated by the studio’s marketing team. Social media influencers Brent Rivera and Ben Azelart played a crucial role in this stunt by shooting customized prank videos at the Hollywood location, which they then shared with their combined following of 90 million on TikTok and Instagram.
However, it is worth noting that social media influencers invited as guests to Disney’s world premiere of Haunted Mansion on Saturday were already permitted to participate in the event.
According to the SAG-AFTRA website, if an influencer is contracted to promote struck work, they should fulfill their obligations accordingly.
Furthermore, even if a social media influencer is not being compensated for promoting a studio or streaming platform on social media, it is advised against doing so, even as a fan. The Sagaftrastrike.org website states, “Influencers should refrain from posting on social media at struck work, regardless of whether they are posting organically or in a paid capacity.”
This restriction also extends to events like Comic-Con, which attracts numerous social media influencers. They are prohibited from promoting companies involved in the SAG-AFTRA strike, including “appearances, panels, fan meet and greets, etc. involving struck work.”
However, there is a silver lining for social media influencers as they can still pursue and engage in brand-partnership opportunities.
“The influencers may continue to pursue commercial work, including influencer-generated brand deals covered by the SAG-AFTRA Influencer Aandnt and Influencer Waiver,” the website clarifies.
