Attention social media influencers! If you’re considering promoting a film or TV series for a studio but you’re not a SAG-AFTRA member, you might want to think twice. SAG-AFTRA has issued some rules during the strike specifically for social media influencers. And here’s the kicker: even if you’re not a member of the guild right now, but you plan on joining in the future, you’ll be barred from doing so if you take on promotional work for the studios and streamers during the strike. It’s right there on the SAG-AFTRA Strike website for social media influencers, under the “Dos and Don’ts” section. It explicitly states, “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.”
But wait, there’s more! This ruling is already causing headaches for major studio and streaming companies. They rely on TikTokers to create buzz for their movies, and now they’re facing some challenges. Take Sony/Blumhouse, for example. They used social media influencers Brent Rivera and Ben Azelart to promote “Insidious: The Red Door” with a clever stunt called “What’s Behind the Red Prank.” It helped the movie achieve a fantastic domestic opening of $33M. But now, with these new rules, studios and streamers will have to find alternative ways to generate that kind of excitement.
And here’s another thing to keep in mind: even if you’re not getting paid to promote a studio or streamer on social media, it’s still best to avoid doing so, even as a fan. The SAG-AFTRA site advises influencers to refrain from posting about any struck work, whether it’s organic or paid. So, if you’re planning on attending Comic-Con, for example, you won’t be able to promote any companies that SAG-AFTRA is striking against. This includes appearances, panels, fan meet and greets, and anything else related to struck work.
But don’t worry, it’s not all bad news. Social media influencers can still pursue and hold brand partnership jobs. The site states that influencers can continue to pursue commercial work, including influencer-generated brand deals covered by the SAG-AFTRA Influencer Agreement and/or Influencer Waiver.
So, influencers, be aware of these rules and make sure you’re making informed decisions about the work you take on during the strike. Your future membership in SAG-AFTRA could depend on it.
