Influencers rode out Hurricane Milton for the content. Why are we watching?

You might have noticed something odd if you were scrolling through social media as Hurricane Milton ravaged Florida: content creators staying in dangerous evacuation zones seemingly for the sake of making videos. One influencer on TikTok claimed it was "the dumbest decision" yet, choosing not to leave a mandatory evacuation zone in Tampa, thereby garnering hundreds of thousands of likes documenting his experience in his apartment during the storm.

Another creator posted a video with her child outside their Sarasota home amid the storm, saying it was a blast and questioning why others evacuated. Additionally, two weeks earlier, a post showed a man kayaking in his Tampa home flooded due to Hurricane Helene.

Historically, people have engaged in risky behavior online, and some creators mentioned other concerns preventing their evacuation. However, this trend highlights how social media can exacerbate dangerous situations, as creators ignored official safety warnings while spreading false claims. This behavior potentially endangers emergency responders who might later assist them.

Despite its potential to disseminate crucial safety information, social media often brings out adverse traits in people. A communication expert stated that influencers feel compelled to share personal experiences for content, partially driven by algorithms prioritizing engaging content. These algorithms often reward viral yet inflammatory posts, encouraging divisive or provocative behavior.

Platforms like TikTok added warnings to some hurricane videos, advising against dangerous activities and refusing to promote content that downplayed hurricane risks. Users searching for Hurricane Milton content were directed to official safety information.

This phenomenon echoes news organizations historically sending reporters into extreme weather, driven by a public increasingly relying on social media for information over traditional news outlets. Social media users play a role, incentivizing such behavior by engaging with content. This sometimes leads to creators receiving monetary 'gifts' from concerned or entertained followers.

There's a dual aspect to this trend: real-time footage provides insight into devastating events, but it raises questions about creators' motivations — whether driven by education or monetization. While it seems unsettling to profit from such catastrophes, it's crucial to recognize how the platform economy pressures influencers into complex decisions regarding content creation during traumatic events.