Q: When large-scale, terrible events take place, like the recent school shooting, I'm always at a loss for how to handle it from a content creator's perspective. Should I address it? What if I have nothing useful to say? Should I keep posting my usual content?
A: As events unfolded over the past couple weeks, I had a sickening realization:
Having to make decisions about whether to post new content or hold off because there's been yet another mass shooting has become a routine part of my job as a content creator.
For those of you who live outside the United States, it's probably shocking to hear just how frequent these mass murders have become.
As a professional communicator, how do you handle situations like this? Obviously there are no easy answers, but I'm going to share a few thoughts on how to handle this on Instagram specifically.
First, never rush to talk about a developing situation. In the early hours of breaking news, it's not uncommon for the media and public to have a completely erroneous perception of what the actual situation is like on the ground. You don't want to accidentally spread misinformation. It's okay to wait until all the facts come in.
Second, don't just continue with your scheduled content as if it's business as usual. Creators who don't acknowledge national tragedies at all, not even in Instagram stories, and continue posting their usual content as if nothing is wrong in the world will be perceived as callous and out-of-touch. Either address the events first before you continue posting, or just stop posting anything for awhile.
Third, if you don't have anything to say, don't say anything at all. Sometimes events unfold that we just don't feel qualified to opine on. And that's okay. You don't want to have a cringey "
Putin, if I was your mother" moment. But again, that doesn't mean it's ok to continue on with your usual content schedule. Either pause completely, or address it and continue to post.
Fourth, you may wondering: How can you possibly encourage creators to continue posting their usual content, after addressing things briefly on Instagram stories? Because you have to keep in mind that people need a break from the news cycle. As travel creators, we create content that allows people to escape their current surroundings for a few moments and dream of a better future. Those who want to stay glued to the news will do just that. Those who need a break and are scrolling through Instagram for a dose of inspiration or escape will be relieved and grateful to see your travel content.
Fifth, keep in mind that not all criticism is valid. There's a certain type of person who specifically relishes times of crisis because they open up opportunities for them to troll creators while appearing to hold the moral high ground.
Example: One day I was looking at an Instagram post from HypeBae, a media company that covers women's streetwear. The post was totally innocuous - something about the evolution of Cardi B's style. Then I glanced down at the comments and one of them said "Great. Now post something about Ukraine." This commenter didn't actually give a crap about Ukraine. If they did, they'd be seeking out reputable news sources to read about the war. Who on earth is coming to HypeBae for their take on a war? It's just an easy way for this troll to score points. Just like all the folks who were travel-shaming travel creators in 2020 and early 2021.
Sixth, if you do have something to say, then say it. Sometimes creators are afraid of getting "too political" and losing followers. But if people find your point of view so odious that they choose to unfollow you, aren't those exactly the type of followers you don't want anyway? If this opinion is on a matter that's really important to you, and says something fundamental about the way you view the world, then express it!
Lastly, if you have a sponsored post due at a time of crisis, reach out to the brand and ask if it can be postponed. Most of the time they'll ask you to hold off anyway, but sometimes the post is time-sensitive and just can't wait. When that's the case, it's a good idea to explain the situation on your Instagram stories so that people understand why you're posting at this time. Most of your audience will understand. After all, they also had to get up and go to work that day, despite the events that unfolded. This is your version of going to work. It may look different from their job, but they're both work.
In the meantime, here are some organizations that are working on making our world a safer place. If you're looking for a place to donate, please consider these:
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Take care,
Carmen Sognonvi
