Silence, Brand! 🦀 The TikTokification of Natural Disaster
🦀 SPECIAL EDITION DEEP DIVE: GRWM to evacuate + the virality of mutual aid + disaster coverage meets lolcows + "baby, there's no starbucks" + social as a megaphone + bethenny frankel 🦀
🦀 SPECIAL EDITION: Wildfires, TikTok Trends, and the Art of Disaster Branding
half of us who write Silence, Brand! are based in southern california, so the stories and footage coming out of the wildfires hit especially close to home.
but all of us “unhinged brand marketing professionals” are deeply embedded in the internet, watching this tragedy unfold in real-time.
social media isn’t just a tool for updates; it’s become the stage for everything from mutual aid to memes, heartbreak to hustle culture.
this week’s issue breaks it all down:
crisis voyeurism: why we can’t stop scrolling through disaster content and what that says about us
make it go viral: how tragedy gets stitched into trends for likes and shares
reporting on spectacle: when disaster coverage meets lolcows
grwm to prepare to evacuate: creators turning evacuation prep into content
is oat milk okay?: the absurdity of minimum wage workers during a disaster
a soundtrack legal would NOT approve: wild tonal dissonance of TikTok creators
panic buying in the tiktok shop: survival tools as viral products
petfluencers: animals going viral in the midst of chaos
breaking news or breaking character?: disaster reporting reimagined as entertainment
the virality of mutual aid: how social media fuels real support during crises
what we can learn from this: a reflection on the strange intersection of disaster and the internet
we hope this issue captures the unsettling reality of how disasters play out online, but the reality of coping during (another round of) unprecedented times
(if you’re looking for our regularly scheduled crab content scroll ALLLLLLLLLLLLLLL the way to the bottom, my crabby friend 🦀)
Crisis Voyeurism
“fleeting content, eroding empathy”
"Crisis voyeurism" is the act of consuming news or content about disasters not out of genuine concern or the need for information, but for entertainment or morbid curiosity. It’s like watching someone else’s worst day unfold as a spectacle, focusing on dramatic footage, over-the-top moments, or sensationalized visuals rather than the real human impact.
This isn’t about people looking for updates or genuinely caring; it’s about watching chaotic, tragic moments unfold purely for the drama, the shock, the horror.
TikTok is the perfect stage for this emotional whiplash, amplifying raw, emotional footage and turning it into viral content because anyone can be a creator on TikTok.
What starts as a serious moment quickly becomes a spectacle.
Dramatic clips are edited, re-shared, and meme-ified, making the human suffering feel distant, like it’s part of some endless reality show, a guilt-free form of consumption. Crisis voyeurism thrives here, feeding off our curiosity while making tragedies feel like just another piece of content to like, comment on, or move past.
This relentless cycle reduces tragedies to fleeting content, eroding empathy while driving clicks and monetization. Social media doesn’t just capture disasters; it packages them for entertainment, making human pain a lucrative commodity in the digital marketplace.
Crisis voyeurism isn’t just a passing trend—it’s a deeply ingrained byproduct of a platform-driven culture that rewards engagement over humanity. [Dayna Castillo]
Make it Go Viral
“It's giving 'disaster aesthetic’”
Trending audios?
Check.
Pictures of a family home burnt down to the tune of loml by Taylor Swift?
Obviously.
It's giving 'disaster aesthetic,' and while some are documenting survival tips or calling out the need for climate action, others are chasing likes.
These audios are being given a longer lifecycle, but I’m sure not in the way people originally thought. Where doomscrolling meets escapism, and serious events are stitched with trending sounds for virality – it’s equal parts dystopian and genius.
Is it raising awareness?
Sure.
Is a creator declaring that 2025 will be their year, while showing the ashes of their home set to the "My Shayla" audio, making me laugh just to stop myself from crying?
Absolutely.
This growing phenomenon where the algorithm turns calamity into clicks is storytelling regardless of the matter. Whether it’s animals escaping the wildfires or hurricanes, everything gets a soundtrack—and the result is a surreal blend of tragedy and trend-hopping that feels like watching the world end through a filter. [Dejaih Smith]
Reporting on Spectacle
“i gotta keep it one thow wow”
News stations often boost ratings and social media views by spotlighting LOLCOWs, targets of online ridicule or mockery, when selecting participants for "man on the street" interviews during disasters. A LOLCOW, by design, refers to someone unwittingly turned into a subject of viral jokes or criticism for public amusement. These interviews often highlight people’s eccentricities, framing their stories in ways that fuel online virality.
During the Pacific Palisades evacuations, CBS News stopped an older beatnik gentleman fleeing the Southern California wildfires with a trombone and a Jack Kerouac anthology. His calm and reflective demeanor, reminiscent of "The Dude" from The Big Lebowski, became the focus of commentary. The focus of his story shifted away from his survival amid the disaster to the spectacle of who he is as a person, reducing his experience to a meme-worthy caricature.
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This tactic raises serious ethical questions, as it capitalizes on people’s raw and unguarded moments during crises to chase clicks and engagement, often at the expense of their dignity and the gravity of the disaster.
In some cases, interviewees are able to flip the script, leaning into the virality they genuinely seek. A perfect example is Courtney Barnes, who is currently going viral after being featured in a KTLA News segment. Sporting a yellow beanie and distinctive face tattoos, Barnes was spotted with a bullhorn urging residents to heed evacuation orders. Mid-interview, he took a FaceTime from his cousin, adding a surreal layer to the live broadcast.
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This isn’t Barnes’ first brush with internet fame.
A decade ago, he went viral in Jackson, Mississippi, for a now-iconic local news interview describing a car accident he witnessed. In the clip, Barnes famously recounted how he was on his way to get a "piece of burger from Burger King" when the incident unfolded, coining a line that became a hot hashtag on Twitter (RIP). [Dayna Castillo]
GRWM to Prepare to Evacuate
“welcome to my crib”
“Come over here…we could light a fire. But as you see we already have one here…” Those are the words from @saraandcrew as she gave viewers a tour of her home that burned down due to the wildfires. The replies mirrored much of one commenter’s dark humor: “…love the fireplace in every room.”
It’s not the usual MTV cribs scene in LA but many creators are using different content styles to document their experience. One creator expressed a range of emotions in this video after receiving a citywide evacuation notice which led to a FanCam moment.
Other creators looking out for their friends took the ‘Watching Over My Sims’ format approach, showing how even if they’re far, far away, they will still check in on their friends via the ‘Find My Friend’ app.
I wasn’t expecting dance trends right now, but maybe they were inspired by the lyrics of Dancing Through Life from Wicked.
How about GRWM’s?
Wasn’t expecting those either, but here we are.
Some commenters acknowledged how odd this content format is to post right now considering the severity of the matter:
While others aren’t missing the chance to share a ‘What’s In My Bag’ video featuring their valuables from Chanel bags to Brazilian Jesus. On the bright side, the type b friends are handling this pretty well. [Dejaih Smith]
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Is Oat Milk Okay?
“i heard you want me to evacuate, but i can’t because i have to make iced oat matcha at my job”
Minimum wage workers are sharing their experiences working through the wildfires, mixing humor with frustration to highlight the hazardous conditions and how absurd their situations are. These videos capture both resilience and the absurdity of their situations, offering an unfiltered glimpse into the challenges of being on the clock during natural disasters.
In one video, TikToker @sriracha.d storms into the backroom of her coffee shop, looks straight at the camera, and demands, "Why are y’all here?" before launching into an over-the-top scolding of an imaginary customer, calling them out for not wearing a mask while casually inhaling ash.
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In stark contrast, TikToker @emzskiiii documented her trek on foot to her favorite coffee shop, joking about the lack of a line while overlaying text admitting she’s having a midlife crisis. The video wraps up with a lingering shot of the orangey-grey sky, creating a surreal juxtaposition between her casual coffee run and the wildfire raging in the background.
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While the video is clearly meant as a lighthearted take amid the chaos, it unintentionally highlights the disconnect between those maintaining a sense of normalcy and the workers risking their safety to keep businesses running.
This stark divide between social classes in affluent areas shows how trauma manifests differently. While some grapple with the devastation of losing homes and livelihoods, others face the pressure of working through hazardous conditions to serve wealthier residents who have the means to evacuate or find shelter. [Dayna Castillo]
A Soundtrack Legal Would NOT Approve
“light it up, like we're the stars of the human race”
This whole list stopped me in my tracks and made me go: hey, so this is insane…
Imagine walking into a Target in LA knowing the city is burning and you hear Girl On Fire by Alicia Keys playing while you’re trying to get some last-minute evacuation essentials. (Dystopian is the word that came to mind for me too.)
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It gets to a point where songs like Talking Heads’ Burning Down the House as a timelapse to a fire spreading and Ellie Goulding’s Burn being used in a lip syncing video with the backdrop being firefighters hard at work is veering dangerously into tasteless territory.
Even songs with no clear connection like Defying Gravity from Wicked playing in the background to footage of firefighter helicopters putting out fires are how you turn crisis into a meme to console your audience. The randomness of Vanessa Carlton’s A Thousand Miles was even remixed to fit the current state of LA, with viewers leaving comments like:
This tonal dissonance blurs the line between awareness and absurdity, making it hard to tell if creators are trying to highlight the crisis or simply chasing clicks. Some creators admit dark humor is their coping mechanism, dedicating songs like Disclosure’s When A Fire Starts To Spread to LA and others using Gypsy Woman by Crystal Waters to express their whole home being burned down.
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This kind of tonal whiplash raises important questions: does the humor soften the blow or trivialize the gravity as if the disaster is part of their aesthetic? The line between awareness and insensitivity is thin, and in the rush to go viral, it's too often crossed. [Dejaih Smith]
Panic Buying in the TikTok Shop
“Everyone should have this. Things are too crazy right now.”
TikTok Shop and creators promoting its products are leveraging the wildfires to push survival tools like hand-crank radios that double as flashlights and phone chargers. By capitalizing on fear, they target users already overwhelmed by tragic wildfire content, often amplifying anxiety with videos that include fake AI-generated news reports describing non-specific disasters.
Some ads for these items are from 2024, but the TikTok algorithm is resurfacing them, giving them new relevance and traction. Comments on these older videos reflect renewed attention, as creators double down on exploiting disaster-driven panic for sales where they also receive commission. [Dayna Castillo]
Petfluencers
“TipToe the Tortise stans”
In my social media predictions for 2025, I noted that petfluencers were going to be on the rise since MooDeng stole our hearts, but this is not what I envisioned. However, in the midst of the uncertainty, animals have been trying to find shelter as well.
The land we share is the animals’ too so it only makes sense Solo the Skunk would find refuge in @tvdarryl’s backyard. Solo was likely overwhelmed by the smoke and current air quality in LA like this little raccoon. Those coming in contact with these animals are trying to maintain safety precautions and doing the best they can to save them.
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The story of this Altadena resident trying to save her farm animals was a gripping and emotional moment as she was able to save some, but not all of them as she watched her home become engulfed in flames. While other residents had success like TipToe the Tortoise, getting some airtime on CNN and a new home gifted by his community.
It’s also worth mentioning that animals are doing things outside of their usual behavior patterns. For example, the 60 orcas that were spotted near the San Francisco Bay Area on Jan. 1 (which is rare & hadn’t done this since 2021).
Not to mention the green parrots that have migrated south to Watts, fleeing the areas devastated by wildfires. [Dejaih Smith]
Breaking News or Breaking Character?
“Disaster reporting reimagined as entertainment”
Newscasters are collecting many bizarre and heartwarming stories and are keeping viewers hooked we doomscroll through updates.
Viewers rejoiced seeing a widow who found her wedding rings preserved in her safe after her house burned down. One newscaster was clocked for using a clothes pin to tighten up his jacket, trying to look more svelte, while another stepped into the role of firefighter, literally extinguishing flames on camera, blurring the line between news anchor and hometown hero.
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Satirical news segments on The Daily Show poke fun at the absurdity of it all, especially from the political landscape of things. It’s disaster reporting reimagined as entertainment. [Dejaih Smith]
The Virality of Mutual Aid
“I know so many of us who are not in California want to figure out ways to help.”
Mutual Aid LA Network is actively maintaining and updating a list of over 250 resources available in Los Angeles County.
In the middle of all the dark humor and crisis content flooding SoCal timelines (because let’s be real, sometimes laughing is all you can do), there’s this other side of social media actually doing some good. Platforms are turning into lifelines for mutual aid, with locals sharing info and offering real, tangible support.
Call it hopecore or whatever, but it’s kind of a vibe. 🫴🦋
Some businesses are genuinely stepping up.
Thousands of them are showing support for their LA community. Take @slowbloomcoffee—they’re serving as a donation drop-off point, sharing supply lists, and donating proceeds to mutual aid groups. Or TikTok user @claaarke, who compiled a list of restaurants offering free meals to evacuees, gathering information from posts, comments, and videos.
Meanwhile, Dine Brands, the parent company of IHOP and Applebee’s (headquartered in Pasadena, CA, near the Eaton Fire), is inviting firefighters and other on-duty first responders to enjoy free meals at participating Los Angeles County IHOP locations. A solid move when every bit of community support counts.
Brands with strong social presences, even those not based in LA, are also stepping up.
Olive oil brand Graza, in addition to making a charitable donation to World Central Kitchen, is sending their olive oil to local organizations providing meals to first responders and those in need. It’s a small but impactful gesture that highlights how companies can go beyond performative posts to offer real, tangible support.
Social media as a megaphone.
Nonprofits with smaller social media followings are teaming up with bigger accounts to amplify relief efforts and reach more people. Take @CleanAirLosAngeles—they’ve partnered with Amoeba Music in Hollywood to distribute free masks and respirators, helping residents protect themselves from the wildfire smoke. Amoeba’s larger platform ensures that way more people see the post and know where to get the resources they need.
This kind of collaboration is the blueprint: businesses using their reach to boost grassroots organizations and help communities get the support they deserve. Community action, powered by social media.
Creators are pitching in too.
Dr. Zachary Rubin on TikTok stitched a DIY guide for building an air purifier, complete with his own tips and resource links. The LA404 Instagram account, known for its youthful, social-media-forward tone, also resurfaced a 2023 tutorial hosted by two puppets named Judeh and Frogwolf, teaching followers how to create a DIY air purifier in a playful, accessible way.
But let’s be real—there’s a big difference between brands that genuinely show up and those that just post to look good. Some are becoming real resources for their communities, while others just feel… hollow.
It’s painfully obvious which is which. [Dayna Castillo + Benton Williams]
what we can learn from this
it’s important to reckon with the fact that we are, yet again, in the midst of yet another natural disaster—some of us watching through our windows, some scrolling endlessly on our phones. the internet has become a chaotic hub of real-time updates, misinformation, and (unfortunately) comedy, allowing millions of viewers worldwide to experience the los angeles wildfires almost as they happen—sometimes even before locals on the ground get the same information.
it’s overwhelming, surreal, and, honestly, a lot to process.
but it’s also revealing some hard truths about how we process disaster in the age of social media.
here’s what’s been catching my eye:
selective empathy through celebrities
fandom is a weirdly efficient delivery system for information. some of the first posts about destroyed homes focused exclusively on A-list families displaced by the fires. while it’s good we’re showing compassion for someone, it does raise a question: can we extend that empathy to people without IMDB pages? maybe we can learn to care just as much about the anonymous families who’ve lost everything. it’s unfortunate that the leading knowledge around burnt-down homes comes from carousels of support for (only) A-List families displaced by fire, but at least we’re feeling compassion for SOMEONE.
navigating a feed full of conspiracy theories
tiktok is in full-blown conspiracy mode. everything from climate change denial to claims that the fires were a cover-up for burning down secret tunnels. some of the theories are so confident, they’d be funny if they weren’t dangerous. media literacy is essential right now—if you’re not hearing the same information from multiple trustworthy sources, it’s probably fake. also, let’s collectively remember that not every disaster is the fault of the “liberal elite.” sometimes, it’s just… nature.
a few of the most bizarre instances of lack of media literacy
apparently, Diddy started the fire to hide evidence, or the elite are trying to trap LA in flames for… reasons?
regular people are pretending to be meteorolgists
things that didn’t burn down (but the internet said they did)
oh, and Bethenny Frankel is still going strong, naturally.
knowing your timing (and your audience)
there’s no shortage of irony online right now, often from people directly impacted by the fires using humor as a coping mechanism. but the internet has a low tolerance for influencers and brands who are clearly unaffected, trying to milk the situation for engagement. this is a big “read the room” moment. (don’t get me wrong though, the internet is very accepting of the discourse about the discourse on this one.)
brands are branding!
(and sometimes... maybe they probably shouldn’t be)
From the charger I once rented at the century city mall?
At least that felt earnest.
All Clad, this could have stayed in the dms. the world didn’t need to know you're gifting Spencer Pratt new cookware.
Perhaps! Don’t obfuscate resources and force people to use your product or service to receive them. risky choice, Flowcode!
Skims! Baby! Not now.
the undeniable comfort of community
this one is twofold and touches on why i love working on the internet. places of rapid user-generated creation like TikTok have become a bonding ground for people afflicted by tragedy. users are, even ironically, coming together over struggles as small as the entire county of LA being sent an evacuation notice… on accident (they acknowledged this btw).
doses of hopecore are delivered through videos of incoming support from other states and countries and civilians doing their best to fight fire themselves. creators are pretty vocal about how uncomfortable they are with anti-community sentiment right now. i’m proud to live in a place that comes together like this when necessary - even when it means apprehending rogue arsonists! [Ryan Benson]
🦀 with all that said, we’re happy to serve you this week’s regularly scheduled friday issue of Silence, Brand! stay safe out there! 🦀
Macaulay Culkin’s Surprise Reveal Got a Huge Pop at WWE 'Monday Night Raw' on Netflix (SI)
Macaulay Culkin made a surprise appearance at the first WWE Netflix event, receiving the biggest reaction of the night from the crowd. The event drew a sellout crowd of over 17,000, with other celebrities like Gabriel Iglesias, Ashton Kutcher, and Michael Che in attendance.
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Welcome to ‘career catfishing’ — Gen Z’s new defiance against endless rounds of interviews and hiring managers who ghost (Yahoo!)
Gen Z job applicants are responding to frustrating hiring processes by ghosting employers, with about a third engaging in "career catfishing" according to a survey. This behavior is attributed to slow responses from employers and a competitive job market, with 74% of employers admitting that ghosting is now part of the hiring landscape.
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'I just do it!': TikTokers are in their hater eras (Daily Dot)
TikTokers are embracing their inner villains with a viral soundbite from “Are You Afraid of the Dark?” The quote, “How did I do it? I’m fast, you’re slow; that’s how I did it,” has sparked countless hater-era edits, showcasing a new wave of witty, unapologetic humor dominating the platform.
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Supreme Court leans toward upholding law that could ban TikTok (NBC News)
TikTok faces potential shutdown in the U.S. by Jan. 19 unless Supreme Court intervenes in a case involving free speech and national security concerns. Content creators and users await decision that could impact their livelihoods and are considering alternative platforms.
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Good Read: How the US TikTok Ban Would Actually Work (Wired)
RuPaul screaming
TikTokers are using a CapCut template featuring RuPaul to hilariously depict their inner monologue during chaotic or stressful moments.
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Who’s your starting 5?
This audio is trending on TikTok of Kevin Garnett s interview of who would be his ideal starting 5 on a basketball team. TikTokers are using it to describe their top favorite things, people, etc.
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She is my rock
Wait staff at various restaurants are doing this viral dance challenge showing off their balancing skills and how low they can go at the same time.
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Tia Kemp’s Buffalo Wing Recipe
Black TikTok s favorite yuntie is trending again for her expressive commentary to her famous Buffalo wing recipe.
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Bath & Body Works Unveils Unexpected New Collab With Iconic Brand (Parade)
ChatGPT's newest feature lets users assign it traits like 'chatty' and 'Gen Z' (Tech Crunch)
Google searches for deleting Facebook, Instagram explode after Meta ends fact-checking (Tech Crunch)
X/Twitter announces labels for parody accounts (Mashable)
Judge sentences Donald Trump in hush money case but declines to impose any punishment (AP)
Declaration that 'Uptown Girl' brought 'sinister vibes' to the Uber ride has everyone worried about Gen Z (Daily Dot)
Bonnaroo 2025 Lineup Has Olivia Rodrigo, Tyler, The Creator, Hozier, & More (Stereogum)
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Spotify's 2025 Songwriter Of The Year Grammy Party Boycotted By Category Grammy Nominees (Stereogum)
The Weeknd on the ‘Breakdown’ That Inspired His ‘Hurry Up Tomorrow’ Album and Film, and Why He Might Retire the Weeknd (Variety)
Rolling Stone's 250 Greatest Albums of the 21st Century So Far (Rolling Stone)
Former WWE CEO Vince McMahon, SEC reach deal over settlements (ESPN)
Stimulation Clicker is a nightmarish free browser game powered by internet brainrot (Engadget)
Nintendo announces next console made out of Legos (The Verge)
Gen Z craze for sweatpants jeans causes pants to sell out: ‘Run, don’t walk’ (NY Post)
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Y/Project Is Officially Shutting Down (Business of Fashion)
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“Du Cœur à La Main”—Dolce & Gabbana’s Alta Moda Exhibition Opens in Paris (Vogue)
Good Read: The Quiet Luxury Brand That’s Suddenly Very Loud (Vogue)
My Melody, Kuromi Stop-Motion Series Set at Netflix (Variety)
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Enable 3rd party cookies or use another browser‘The White Lotus’ Season 3 Will Be Filmed at This Glamorous Thailand Hotel (Vogue)
Hoda Kotb 'Today' show exit (USA Today)
Not all brands deserve a W, but this one does:
If we can give out W’s, we can hand out L’s too:
Silence, Brand! is an internet culture and marketing newsletter compiled by unhinged brand marketing professionals—an elite army of internet idiots.
Thank you to this installment’s contributors: Ryan Benson, Dayna Castillo, Lenny Leithauser, Dejaih Smith, Benton Williams, and Janine Davis
“Crisis voyeurism” 🫠🫠🫠
Hope you all are doing okay! Thanks for this excellent deep dive!
this was such a great read. i especially find all the parts about dark humor to be interesting. i write about and research grief in media, and i had noticed (and hate lol) when people /do/ talk about grief on tiktok, it's done through a lens of "oh i have dark humor <3" which, sure fine, but then people in the comments who do not share the same loss experience are also making jokes through the lens of dark humor. i'd love to look into how dark humor has evolved from pre-internet times to now. this articulated everything i've been feeling about that phenomenon but haven't known how to explain. i hope you're all staying safe ♥️