'Let Them Eat Cake'

You’re reading Billion Dollar Influence, a biweekly installment where we dive deep into social trends and phenomena bubbling under in the creator economy. Brought to you by BDB’s team of creator marketing experts, read all about the stories and news making waves in the industry.

Why are audiences blocking celebrities and creators with large followers en masse?

If you’ve been following the coverage around last week’s Met Gala, you might have heard of the controversy around creator Haleyy Baylee.

In case you missed it: Haleyy wore a Marie Antoinette-esque outfit to create content around the Met Gala (she did not attend the actual event). She posted the now-deleted TikTok video lip syncing the line “Let them eat cake,” the audio of which is from Sofia Coppola’s 2006 film.

Outrage ensued, bringing about the movement titled #blockout2024. Basically, people are blocking celebrities and large creators on social media who either attended the gala or are perceived as not using their large platforms to drive change or address injustices.

Large influencers rely on their following for revenue, and audiences believe that large-scale blocking is the only way to impact the size and availability of future brand deals.

Why is this hitting a nerve?

It’s a people’s revolution on social media.

In the midst of the cost of living crisis, global conflicts, economic uncertainty and overall shift to not idolizing excess and overspending (think trends like loud budgeting), people are rebelling against celebrities and creators portraying unattainable lifestyles, not unlike The French Revolution. (Albeit much less dramatic, we hope!).

The parallels to Antoinette’s time don’t stop at Haleyy; some TikTokers have even named the act of blocking “the digitine” to rally people against certain large personalities that should be blocklisted in their opinion.

While this is a developing story, the message from the masses is clear: Out with glamorizing riches, in with being in touch with the reality of your community.

Insights by: Christine G??s, Senior Director of Marketing at Billion Dollar Boy

What's Trending

Hit Song of the Summer

The earworm of the warm months has arrived. Looking for a man in finance has become an instant hit on TikTok and what’s more, the format is extremely replicable for various themes and topics. Expect a lot of remixes this summer, that’s all we’re saying. ?

Niche Languages

Raise your hand if you still use a secret language or inside sayings with your siblings. The early renditions of the language trend included sisters quizzing each other on their made up terminology, but now brands like BEIS are giving their spin on it.

Hell ‘N’ Back Is Back

It’s unanimous. The BDBers love this song, and we were pleased to see another remix of Hell ‘n’ Back?making the rounds on social. Pair it with a #romanticizeyourlife video and watch the views roll in.

Creator Moves in a Minute

We just love ventures that support creators (that’s why we launched FiveTwoNine!).

Actor Issa Rae introduces Ensemble, a creator hub that connects corporations with rising digital talent who consider themselves multicultural. With 40% of US consumers identifying as such, there’s no excuse not to include diverse talent in creator programs.

Brought to You by BDB

Billion Dollar Boy is a global creator company that builds brands at scale. Curious for more?insights into the creator economy? Connect with us on social!