A promotional event intended to mark a milestone for social media creators has instead spiralled into controversy, after influencer Veronica B launched the Australian Influencer ‘Union’ on 30 July.
What was pitched as a bold new initiative to support digital creators (@ausinfluencerunion) quickly became a lightning rod for criticism, with audiences on TikTok and other platforms slamming the group.
Criticism ranged from Veronica’s appearance and messaging to broader frustrations about the perceived self-importance of influencer culture.
Fuel was added to the fire when influencers claimed during the launch that being an influencer was harder than being a doctor or teacher:
“It isn’t easy to get one million views.”
The bold statement drew widespread criticism: “Staying relevant is harder than a doctor saving someone’s life? World’s fried,” one viewer commented. Others mocked the comparison: “Didn’t know you had to study eight years to be an influencer,” and “Saving a life is easier than being a TikTok influencer… literally… wow.”
Another influencer added,
“We work as hard as people who work nine-to-five. It’s not that easy, sweetie.”
However, public sentiment appeared far from sympathetic. One comment read, “These TikTok people have never worked a real job. They think recording yourself for attention is hard?” Another user lashed out, saying, “Influencers? Their work is what most people do in their spare time. Go pick up a book for once.”
Yaz Haddad, another influencer at the launch, took a more aggressive stance, telling critics:
“… keep working your nine-to-five. You’re at home watching Netflix while we’re out here working.”
Although a minority praised the idea of an influencer union as a “beautiful” initiative, the broader online reaction has been overwhelmingly negative.
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