Twitch streamers, Instagram influencers and TikTokers just gained a potentially very powerful ally! SAG-AFTRA (The Screen Actors Guild – American Federation of Television and Radio Artists), one of the most powerful unions in Hollywood. Soon, influencers who create branded content will be able to qualify for union benefits.
Speaking to Backstage, a representative for SAG-AFTRA explained that the new deal will officially designate "influencer-generated branded content" as advertising. This means that the influencers who created it will qualify for opportunities to earn union income as well as health and pension benefits.
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Influencers and the SAG-AFTRA union.
Notably, this will only extend to video ads – not static images. However, videos can be as brief as an Instagram story or TikTok. Content must also be posted to the creator's social media channels, so appearing in commercials for a company does not fall under the terms of this agreement! (SAG-AFTRA has a separate contract for commercials).
Previously, SAG-AFTRA extended protections to some YouTube branded businesses, but the new deal will basically cover all platforms! Twitch, Instagram, TikTok, Facebook and so on. In a statement to Backstage, SAG-AFTRA President Gabrielle Carteris said the goal is “to support current SAG- and future AFTRA members in this space and so they can access the benefits of union coverage.”
On the one hand, this represents a huge step towards syndicating content creators, which would be an unequivocally good thing! After all, it's given the exhaustive working schedule platforms subtly putting pressure on them, as do the myriad agencies, firms, and groups that seek to take advantage of them. Imagine the impact, say, a top streamer attack could have on Twitch, which recently seemed determined to make hostile decisions to streamers despite vocal opposition. Oh, and health is good! Everyone should have!
Limited?
On the other hand, some in and around Influence-O-Sphere have already expressed skepticism, noting, among other things, that healthcare support SAG-AFTRA has historically not been very good, and the union also imposes limits on members of production companies, which can be especially problematic for content creators since they operate in a very different space than Hollywood stars.
Some creators are worried about hypothetical situations where, say, they want to collaborate with a specific YouTuber or streamer, only to find out they aren't affiliated with a union, ending the whole deal. And of course, union members have to pay fees, which can be a huge barrier to entry for smaller creators who already work daily to make ends meet.
That said, SAG-AFTRA has not provided exact details on these fronts, meaning most concerns are speculation at this point. The union intends to provide more details “at a future date”.
Anyway, would this be a recognition that influencers deserve? Something good, or bad? After all, everything has pros and cons. But, only time will tell us, and until then, you can check this and much more with us, at News Geek.
