“Let’s Talk”: Influencer Apologies and Genuineness Online
From screenshots of the Apple Notes app to tear-filled videos to the now infamous TwitLonger, apologies from influencers have come in many different forms. As the push for accountability, also labelled cancel culture, has grown more intense over the years, the internet has been flooded with so many apologies that they have become their own genre of content. The quality of response to a callout has become a make-or-break moment for many influencers, with some managing to forge ahead while others fail spectacularly.
What Makes an Apology “Bad”?
Along with every genre of content comes a unique set of clichés. Influencer apologies are not exempt from this. In particular, apology videos have become so consistent in format that most people would be able to write out a script for one after watching just a handful of examples. Visually, most of these videos are titled with something short and simple, such as “I’m Sorry,” and feature a thumbnail showing off the creator in simple clothing and makeup with teary eyes. Beauty YouTuber Laura Lee, who has since deleted her original apology video, is often used as an example of what not to do. She was criticized for releasing a video that was edited to include shots of her crying her way through an apology for past racist tweets, but viewers were unable to see any actual tears on her face or real action taken to remedy the situation.
Another common misstep made by influencers is attempting to deflect blame for whatever offense they committed. Excuses of it being a “different time” or the creator being ignorant of the power they hold and harm they have caused are no longer accepted by many audiences. Attempting to redirect attention to other issues creates even more outrage, as discovered by Jeffree Star in 2020. Star scolded viewers of one of his apology videos for focusing on internet drama while important events involving the Black Lives Matter movement were occurring. This was met with anger that he would use loss of life as a way to make his actions seem less damaging in comparison. While Star tried to use the timing of his apology to help himself, like many others, it ended up having a very negative impact on his image. For other influencers, poor timing often comes in the form of addressing concerns too late. A very recent instance of this is David Dobrik’s current scandal. When it first came to light that Dobrik had enabled sexual assault during this filming of his vlogs, he used his secondary podcast channel to upload a formal video briefly addressing the accusations. While many people found this video unsatisfactory, the most intense backlash didn’t come until Dobrik finally uploaded a more typical type of apology video to his main channel. What made this apology so disliked was that it only was made after David Dobrik’s sponsors abandoned him and his revenue was put at risk. This was quickly noticed by the internet, and Dobrik’s YouTube channel has suffered even more due to how clearly he displayed the power that money holds over his decisions in difficult situations.
Apologies can not only be ruined by poor execution within the actual video, but also due to actions taken in the time after. When accused of using offensive language or engaging in inappropriate behavior, the worst thing a content creator can do is repeat the action that got them in trouble again. James Charles is a clear example of how this can play out. He has recently been exposed for flirting and speaking inappropriately with teenage boys under the age of 18. If this were the first time James had been accused of this type of behavior, he may have been able to resolve the situation effectively. However, his interest in teenage boys has been a topic of discussion and part of some of his previous cancellations. The fact that he has exhibited the same tendencies after already claiming he was going to avoid any questionable relationships before has ruined the internet’s trust in his promises to change. Since the situation is very recent, only time will tell if this repeated behavior will do significant damage to his career and his ability to grow in popularity in the future.
What Makes an Apology “Good”?
Although there are many more examples of bad apologies than good ones, effective strategies can still be found in some cases. The simplest good practice is to do exactly what viewers want from creators being “cancelled,” take accountability for offensive actions and any harm done. There isn’t one perfect way to avoid facing backlash online, so the best way to view a call-out is as an opportunity to grow as a person and a creator. While some explanations may be necessary depending on the situation, viewers often do not want to hear excuses. When an influencer acknowledges their mistakes, and shows clear intention to make amends and improve, audiences are typically more receptive to their apology. A defined plan of action and clear follow through with promised changes can also help save a creator’s reputation in the long run, and even can draw new fans to their content.
Another crucial part of making an apology effective is getting the right timing. It is important not to rush when making a statement, because a sloppy response could do more harm than good. However, addressing accusations when they are first brought up, rather than waiting to see if they draw much attention or result in real consequences, can prevent public opinion from becoming too negative. One content creator who has done exactly that is Jenna Marbles. In 2020, concerns were raised about some of her past videos that included racially insensitive remarks. Jenna responded promptly and took full responsibility for her actions, even going as far as to retreat from the internet to ensure she wasn’t putting content out that would hurt others. The majority of audience responses to her apology were relatively positive. Some viewers used her departure from YouTube as an example of why “cancel culture” is bad, while others appreciated her direct response and encouraged people to continue to hold influencers accountable.
Genuineness Online
In an environment where people have the ability to control what they put out to such a minute degree, such as YouTube, it is difficult to determine what is truly genuine and what is manufactured. However, due to the prevalence of apologies, the internet as a whole has quite a lot of practice discerning what signifies actual remorse. It has become more widely recognized that influencers are at least partially motivated by monetary gain. Audiences value the entertainment that content creators provide, but many do not want that to come at the cost of dismissing the pain and discomfort caused by the influencer’s words or actions. So, to maintain an audience whose attention and revenue they value, creators have a duty to keep people satisfied with their behavior.
In the end, it boils down to the question of if it is acceptable for influencers to apologize and say what they believe their audience wants to hear just to appease them. From a Utilitarian perspective, when trying to achieve the best result for the greatest number of people, as long as the apology soothes the audience’s conscious’, it would be acceptable. While many people likely hope that content creators are driven by a desire to grow from a situation, as long as it satisfies most people, an apology motivated by wanting to pacify people is still functional. Utilizing the “treat others how you wish to be treated” approach is also an interesting way to address the question. This would encourage the influencer to consider the importance of being genuine. In day-to-day life, one would hope that any apologies they are receiving are genuine and aren’t meant to brush aside an offense only for it to be committed once again later on. The same hope applies to the interactions between creators and their fans, an honest apology can show fans that creators do care about them and value their presence. Overall, many apology mistakes can be avoided by being honest and putting words into action.
