Whoever said 2024 was the year of hating didn’t lie. There’s a new TikTok trend gaining momentum, and it’s all about accountability. #BlockOut2024, started earlier this week, encourages users to block celebrities who remain silent about the genocide in Palestine. The idea? No posts, no praise, no profits.
For celebrities and high-profile influencers, the number of followers and their engagement rates significantly affect their potential to earn money from Instagram and TikTok. When users block a celebrity, it can directly impact their follower count and engagement rates, potentially reducing their attractiveness to advertisers and, consequently, their ad revenue. With this in mind, users have started a TikTok series called #BlockOut2024 where they make a list of celebrities to block each week. So far, users of the app have called others to block Jimmy Fallon, Selena Gomez, The Rock, Taylor Swift, and Rihanna, among others.
In addition to raising awareness, this online revolution– which has been dubbed the digital guillotine– is all about hitting where it hurts the most—their wallets. By blocking celebrities who stay silent on critical issues, users effectively deny them ad revenue, which can be quite a powerful statement.
As the movement picks up steam, it’s clear that the reverberations are being felt far and wide. Kim Kardashian, for instance, has reportedly lost over three million followers since the trend gained traction. A significant financial blow to a public figure who leverages such metrics for endorsements and partnerships, this huge dip in followers is a reminder of the power of collective action and the tangible impact it can have.
It’s still too early to gauge the full financial impact just two days into the movement, but there are signs that the message is hitting home. US singer Lizzo, for instance, broke her silence and took to her Instagram to address the situation in Palestine, perhaps signaling that the risk of being blocked is pushing celebrities to speak up.
While many of us have been tired of celebrity culture for a while, the recent Met Gala was a huge tipping point. Often viewed as the epitome of celebrity and excess, this year’s event seemed particularly tone-deaf against the backdrop of the escalating genocide in Gaza and the closure of Rafah’s border, making the #BlockOut2024 trend seem more appealing to those of us who are disillusioned. One video in particular, of TikTok influencer @HaleyyBaylee lip-syncing to a sound saying, “Let them eat cake” while she shows off her extravagant look at the Met Gala (where dozens of pro-Palestine protesters marched outside), can be credited for initially sparking the movement.
What does this say about Gen Z, the primary drivers of this trend? It’s clear that this generation is radically redefining what it means to engage with and respond to celebrity culture. Gone are the days of passive consumption. Today’s youth are actively using their digital savviness (shoutout to the iPad kids) to organize and demand accountability from those with significant cultural influence. This shift is a telling forecast of the fading allure of celebrity worship.
The #BlockOut2024 trend underscores a broader realization. When it comes to affecting change, sometimes the most effective strategy is targeting the financial bottom line. In an era where cancel culture is often criticized for being both pervasive and performative, this movement means business. As celebrities watch their follower counts plummet, the message is clear: in the age of accountability, silence is costly.
