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The Responsibility of Content Creators in Crisis Situations - 13 Experts Chime In 

Influencer

The Responsibility of Content Creators in Crisis Situations – 13 Experts Chime In 

When automotive content creator Alex Choi’s raw footage of the Pacific Palisades fire and scenes of residents defending their homes garnered 673 million Snapchat views, it highlighted a crucial question facing today’s digital personalities: What responsibilities do creators bear during times of crisis?

The intersection of social media and news consumption has reached a critical juncture. Pew Research Center data indicates that 21% of Americans now regularly receive news from social media creators, with that figure rising to 37% among adults aged 18-29. This shift in news consumption patterns has transformed creators from mere entertainers into de facto journalists during significant moments.

The 2024 election cycle showcased creators’ growing influence on public discourse. When major platforms granted unprecedented access to digital influencers—including over 200 receiving Democratic National Convention credentials—it marked a shift in political communication. High-profile appearances by presidential candidates on podcasts like “Call Her Daddy” and “The Joe Rogan Experience” further cemented creators’ role in shaping political dialogue, with Pew noting 68% of YouTube’s news-related content focusing on U.S. government, politics, or elections.

And it goes beyond public discourse. In many cases, creators’ platforms are being used not just to shape public conversations, but also to initiate action, as in the case of the L.A. wildfire incident when not a few content creators asked for public support. 

This kind of content-for-good scenario also happens elsewhere, not just in America. Across various social media platforms, we witness on an almost daily basis countless acts of good deeds being done not just by content creators themselves, but also by random people whose actions become viral content.

One example emerged during the 2023 Turkey-Syria earthquakes when Turkish celebrity chef CZN Burak, who had 44.8M Instagram followers at the time, transformed his platform into a humanitarian aid channel. His emotional plea for earthquake victims and on-the-ground relief efforts delivering food and supplies to affected areas demonstrated how creators can mobilize their audiences for critical causes—such actions bear testament to social media’s utility and content creation’s potential for the public good.

While the answer to the question we posed may be obvious to some, it is not so for others. So, we gathered insights from several industry experts on the expectations placed on digital creators during disasters, political upheaval, or humanitarian crises, exploring how they navigate the delicate balance between their established content strategies and their potential role as a ‘force for advocacy.’

Ramaa Mosley, CCO & Co-Founder, Adolescent Content

First, creators must maintain awareness of major events affecting their community and audience. This doesn’t mean becoming a news source, but rather understanding the emotional and mental state of their viewers. Second, they should approach content creation with heightened sensitivity during these times. This might mean adjusting scheduling, moderating tone, or acknowledging events when appropriate to their platform and audience relationship. Finally, creators should be intentional about how their content either provides value during difficult times (whether through education, emotional support, or mindful distraction) or potentially detracts from important conversations.

Matt Higgins, Head of Strategy, BlueHour 

The market self-regulates a bit here and will always depend on the creator. Creators’ primary responsibility is to their craft and to the communities they’ve built or participate in – creating engaging content, fostering community, and leaning into what makes them popular. 

Creators – like any individual or brand – should consider the broader context their content lives in. This doesn’t mean they need to become news commentators but pausing to assess tone and potential impact is important.

Enrst Strum, Operations Manager, Runway Influence

At Runway Influence, we recognize that creators and influencers with significant platforms play a crucial role in shaping public discourse during socio-political and humanitarian events. While they aren’t journalists, creators must acknowledge that their content appears alongside global news in millions of feeds, influencing how people understand critical issues.

We encourage creators to balance authenticity with sensitivity during challenging times. This might mean pausing promotional content, amplifying credible information, or fostering unity through meaningful engagement. Creators should perform due diligence to avoid spreading misinformation and consider how their content impacts broader conversations.

Our network emphasizes leading with integrity while maintaining brand identity. Rather than becoming activists, creators should recognize their influence and use it responsibly. This approach not only benefits society but strengthens their brand by demonstrating authenticity, empathy, and leadership—qualities audiences particularly value during uncertain times.

Let’s build something meaningful together.

Alon Shtruzman, Co-CEO, 5X Media

In my opinion, everyone with a broad platform for their voice and content should be held to certain values and standards, much like legacy media outlets. For certain demographics, particularly younger audiences, social media platforms are more influential and impactful than traditional TV channels or news publications. Influencers—true to their title—hold significant sway over their audiences and should therefore commit to providing accurate, fact-checked information or clearly disclose when facts are altered for entertainment purposes. While free speech is vital, it does not legitimize misinformation or hate speech. Influencers should be held accountable for these issues, just like any other media figures, and in the absence of traditional gatekeepers or editors, they must take responsibility for self-moderation.

Michael Curtis, Founder & CEO, Proud Management

Just because a creator has a platform doesn’t mean they’re obligated to say anything (especially if they are not educated on the topic) — however, all creators should still be mindful of what they’re posting during sensitive times. Creators who do want to speak about world events have a unique opportunity to raise awareness through their own lens though. While staying true to their voice, they can inspire meaningful action and amplify the cause — such as supporting charities or sharing other ways to help. It’s also a chance to deepen trust with their audience and offer support when it’s needed most.

Amron Lopez, Director of U.S. Talent, Sixteenth

Creators often exist at the intersection of entertainment and real-time news, with their platforms seamlessly integrated into the daily lives of audiences worldwide. This unique role grants them significant influence, which, knowingly or not, comes with a deep responsibility—especially during socio-political and humanitarian events.

For example, imagine a Creator who regularly entertains and informs their audience. When a crisis arises, they face a pivotal choice: continue with their regular content or adapt to the tone and urgency of the moment. The most relatable and compassionate Creators recognize this shift and responsibly modify their content, not just to stay relevant, but also contribute positively to the conversation. They ensure that their content is sensitive to their audience’s emotional state, factually accurate to prevent misinformation, and informative to promote understanding.

At Sixteenth, we see this adaptability as a crucial skillset for a Creator to have in their toolkit. We guide our Creators to think deeply about the impact of their words. It’s about more than sharing content—it’s about sharing with purpose, empathy, and insight. We encourage actions that spread positivity and drive impact far beyond the initial post.

Ultimately, our goal is simple: Creators should use their platforms not just to show the world as it is, but to help shape it into something better. By engaging thoughtfully and forming strategic partnerships, they can inspire, educate, and unite people – turning their influence into a powerful force during challenging times.

Abraham Lieberman, Founder & CEO, Clicks Talent 

I don’t think content creators have any specific responsibility to modify their content during socio-political-humanitarian events. There is always a crisis happening somewhere in the world, and content creators are no more responsible for those events than anyone else. 

Valentine Fourmentin, Account Supervisor, Clark Influence

At Clark Influence, we believe creators have a significant responsibility when it comes to the content they share, especially during times of global crisis. While influencers are not journalists, their platforms have a unique power to shape conversations and influence opinions. Creators must be aware of their role in spreading information—both accurate and false—and avoid contributing to misinformation. During sensitive times, influencers should balance their authenticity with empathy, knowing when to pause promotional content and amplify credible sources or support charitable causes. For example, using their platforms to highlight emergency resources during a crisis like the LA fires or educating audiences on complex topics can make a real impact. Ultimately, influencers have the opportunity to drive positive change while remaining true to their brand, creating a responsible and compassionate digital space for their followers.”

Serenity Griffin, Community Manager, Adolescent Content

Creators have a unique responsibility because their content appears alongside breaking news in people’s feeds. While they don’t have to be journalists, it’s important to stay informed of what is happening in the world and think about how their posts might be perceived. Posting something that feels out of touch during a major event can seem disconnected or insensitive. This doesn’t mean creators have to change who they are or stop being authentic. Even though social media isn’t ‘real,’ creators influence perceptions and conversations—and with influence comes accountability to act responsibly. It’s about finding ways to align their content with the moment.

Kathi Donaczi and Andy Timothy Hochbichler, Co-CEOs, All That Matters Consulting

During crises and socio-political events, social media platforms get flooded with posts concerning that topic. As an example, recently it seemed like Instagram only consisted of content regarding the L.A. fires. The algorithm responds to it accordingly, and will push respective content more, while distributing ‘normal’ lifestyle content less. Creators could tend to use this effect to profit on these events due to producing polarizing content that will be pushed and, therefore, maximizes their reach. Creators that, in fact, chose to stay silent and give space to first responders and other people who are spreading valuable information to people, are the ones truly taking over responsibility. However, these creators tend to get attacked by people more and more, accusing them of caring less, followed by a call of cancelling them entirely, like recently happened to Kim Kardashian for instance. It is a fine line for creators to navigate.

Dan Albert, Founder & CEO, 456 Growth


In today’s tech-fueled world, where social media and content creators drive the 24-hour news cycle, socio-political and humanitarian events are often fragmented into countless perspectives. It’s increasingly rare to see creators approach such topics with an unbiased lens. While creators don’t have a responsibility to alter their content during difficult times, they do hold an obligation to disclose sources, share personal sentiment disclaimers, and approach content creation with a humanistic perspective. Content is powerful, and with that power comes the responsibility to wield it thoughtfully and responsibly.

Marwan Guedamsi, Chief Content Officer, Aidem Agency

Creators have evolved into pivotal players in the modern news and communication mix. They are not just entertainers; they are now trusted sources of information, especially for younger audiences who consume news primarily through social media. Influencers shape public perception and act as opinion leaders, often filling gaps left by traditional media.

Their unique ability to present complex issues in engaging formats makes news more accessible, but this power comes with responsibility. Creators must be aware of the potential for spreading misinformation and should strive for accuracy in their content. As they navigate this landscape, collaboration with ‘traditional’ news outlets can enhance credibility and foster a healthier information ecosystem. Ultimately, the best creators will balance authenticity with ethical considerations, ensuring their influence contributes positively to public discourse.

Maureen Kennedy, Content Creator

I do not necessarily believe that all content creators are obligated to modify their content when major world events are going on; however, especially when a creator and their audience are directly affected by said events, it’s not uncommon (or unreasonable) for communities to expect their favorite creators to make a statement—one way or the other. A creator can do so by either making content directly about the issue at hand, or they can use their platform to amplify voices with reposts and shares. But I also understand the other side of the coin: sometimes creators purely want to continue to be an escape for their communities, rather than incorporate real-world issues into their content. And I cannot blame them for that.

 

Cecilia Carloni, Interview Manager at Influence Weekly and writer for NetInfluencer. Coming from beautiful Argentina, Ceci has spent years chatting with big names in the influencer world, making friends and learning insider info along the way. When she’s not deep in interviews or writing, she's enjoying life with her two daughters. Ceci’s stories give a peek behind the curtain of influencer life, sharing the real and interesting tales from her many conversations with movers and shakers in the space.

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