Veronica B and other influencers form union and threaten to stop posting content

Tired of being treated as a “joke” and demanding respect, a group of influencers in Australia formed a union and threatened to go on strike and stop creating content on social media until they were more valued. Veronica B, who leads the movement, stated that without them, people wouldn’t know where to eat, how to do their makeup, or what to wear if they didn’t write reviews.

Veronica B’s controversy began in December 2024 after an interview at the Sydney TikTok Awards, as she received strong criticism on social media for stating that being an influencer is “hard work.” The TikToker, who arrived at the event in a Rolls Royce, highlighted her activities as thinking about content, editing it, filming it, and staying relevant.

After the wave of criticism she received for her statements, Veronica B took the stage at the AIIMS Creator Hub in Sydney and announced that she would create the “Australian Influencers Union.” The TikToker made her demands known, supported by another group of creators, including threatening to go on strike and stop posting content until they are more appreciated.

Other content creators are already joining Verónica B’s demands, asserting that their work as influencers is even more difficult than that of doctors and teachers. “The truth is, it is. You literally have to stay relevant, constantly create content, film, and do the work behind the scenes,” said Jasmin Mitwali.

Dani Russell, who has nearly one million followers on TikTok, joined her by posting a video questioning what is more difficult: being a mother or being a content creator. The influencers’ demands and statements have already sparked intense debate on social media, with some supporting them and others launching strong criticisms.