Online influencers have received backlash recently for their lavish Instagram posts featuring them globetrotting and holidaying as usual, despite a global pandemic. Social media stars, often having risen to fame from reality TV shows or celebrity gossip sites, are used by businesses as advertising for their services or products in the same way as traditional advertising uses famous actors or models. Stars of social media sites like Instagram and TikTok however have been deemed out of touch with the public to be posting jealousy inducing travel porn whilst the majority of us around the world are still existing in various states of lockdown.
Stars such as ‘travelinmysoul’, the TikTok account run by influence account Barbora Ondrackova, has over 176.6 thousand followers on TikTok and over 535 thousand followers on her @fashioninmysoul Instagram. Many of her thousands of fans however were displeased at a post she made at the end of 2020 showing a compilation of places she’d visited that year. The insensitivity of the post and questionable activity of the content enraged many commenters.
Other influencers coming under fire for their choice to continue travel during a time when infections of COVID-19 continue to rise in many places include reality TV star Chloe Ferry. The star, made famous on UK reality show Geordie Shore, featured herself in Dubai partying as usual and making the statement to “Fuck 2020!” Celebrities such as Ferry have clapbacked at the criticisms, claiming the travel was essential for their work online as influencers.
Elsewhere in the USA there have been fears that influencers online taking refuge from the pandemic in more rural areas may encourage a migration by others. As people confined to densely populated urban areas become increasingly frustrated by lockdown measures, there are concerns they will follow their celebrity idols to smaller and middle-town areas currently less affected by the pandemic.