Deanna Giulietti’s Decision to Decline $28,000 Offer Highlights Influencer Union Dispute

Background

Deanna Giulietti, a 29-year-old content creator with 1.8 million TikTok followers, made headlines recently for turning down a $28,000 offer to promote the new season of Hulu’s hit show “Only Murders in the Building.” The reason behind her rejection was the ongoing strike by the Screen Actors Guild – American Federation of Television and Radio Artists (SAG-AFTRA), which she hopes to join one day.

Union’s Rule Impacts Influencers

SAG-AFTRA recently issued rules stating that influencers who engage in promotion for the Hollywood studios that the actors are striking against will be ineligible for membership. With Disney being the majority owner of Hulu, Ms. Giulietti had valid reasons to decline the offer from Influential, a marketing agency working with Hulu.

New Era of Labor Disputes

This union rule is part of the aggressive tactics being employed by SAG-AFTRA during the current Hollywood labor dispute. They aim to assert themselves in a new era with a younger wave of creative talent. Ms. Giulietti expressed her support for the writers and actors and their cause, even though it comes at a cost to her own income and career ambitions.

Backlash and Confusion Among Influencers

The union’s message of blocking content creators from membership if they work with struck companies has caused confusion and frustration among influencers. Some influencers have shown support for the union by circulating “scab” lists of influencers who promote new releases or attend related events. However, others feel excluded from the conversation and find it unfair to be asked to turn down lucrative deals.

Influencers Caught in the Crossfire

Influencers have become vital to the entertainment industry, especially during the pandemic, as they generate buzz and promote products. However, their involvement in struck work or struck companies now carries the risk of internet backlash. Some influencers have opted to apologize or backtrack, while others continue posting promotional videos without pulling the content.

Creators’ Dilemma and Dreams

The dilemma creators face is wanting to achieve fame beyond social media platforms while risking blacklisting by the powerful Hollywood union. Many creators, like TikTok comedian Mario Mirante, dream of being in movies or TV shows and therefore support the union’s fight for better rights and livable wages.

Impact on Studios and Influencer Marketing

During the strike, studios may need to pivot away from creators and rely more on traditional display ads placed on platforms like Facebook. Influencer marketing firms like Captiv8 suggest exploring other advertising options to navigate through this dispute.

Stuck in the Middle

Many influencers feel caught in the middle of the labor dispute, but most are choosing to side with the union despite the influx of invitations and deals. It remains a complex and messy situation for influencers trying to navigate their careers while supporting the cause of writers and actors.