The Dark Side of Influence: A Growing Crisis Among Online Personalities
Previously, staying current with online personalities meant observing Charli D’Amelio’s dance routines and Alix Earle’s preparation videos. However, recently, a more troubling aspect of the influencing world has become apparent. In March, TikTok personality Joshua Blackledge tragically ended his life at the age of 16. Then, in June, YouTuber Mikayla Raines from SaveAFox Rescue died by suicide at 29. Sadly, this pattern continues. What is the cause of this situation?
A potential explanation lies in how the definition of “influencer” has changed. It once referred to individuals like Emma Chamberlain and Addison Rae, who amassed large followings and extended their reach beyond their original platforms. Today, the number of people labeled as influencers is significantly higher. “When the category is so expansive, unfortunate events are grouped together, creating the impression of a trend,” explains psychotherapist and Therapy Nation author Jonathan Alpert in an exclusive interview with Us Weekly. “Influencers share so much of their lives publicly that their difficulties and deaths are more noticeable than those of private citizens.”
Following Blackledge’s death, who had 1.2 million followers, at his home in Newport, North Carolina, his family reported that he had “shown alterations in behavior” during the past year. Raines’ husband, Ethan Frankamp, revealed in a heartfelt video that his wife had been coping with “unfounded accusations and rumors” and clarified that Raines – who lived with autism, depression, and borderline personality disorder – felt “as though everyone in the world was against her.”
We are aware that the increased use of social media has negative consequences for mental wellbeing, with studies demonstrating a link between time spent online and feelings of sadness and worry. It appears this is true not only for users but also for creators.
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“People are not equipped to handle constant criticism from strangers on a large scale,” Alpert states. “Ongoing negativity can lead to stress, anxiety, and a skewed self-perception. If someone is already feeling alone or vulnerable, that level of public scrutiny can worsen everything.”
Engaging in risky activities is another element of this complex issue. “There is considerable pressure and competition to achieve the most views and likes, which prompts [influencers] to take greater chances,” psychiatrist Carole Lieberman tells Us. Prior to the death of Hannah Moody, 31, the content creator had approximately 50,000 Instagram followers who enjoyed her hiking content. In May, she embarked on a solo hike in Scottsdale, Arizona, and was later discovered deceased. (The Maricopa County Office of the Medical Examiner determined her death from heat exposure as accidental.) Two months later, influencer Andreas Tonelli, 48, posted a video of himself cycling alone in the Dolomites, but he never returned. He died after a fall of 656 feet, according to Italy’s L’Unione Sarda.
Regardless of whether there is an increase in content creator deaths, the impact of these losses is undeniable. “Followers feel a connection to influencers because they see them regularly and feel invited into their personal lives,” Alpert explains. “Even if the relationship is one-sided, the feeling of closeness is genuine. When an influencer dies, it feels like losing someone they know.”
