Creators are putting “labor over likes” by refusing to cross picket lines during the writers’ strike

As the Writers Guild of America (WGA) and the Screen Actors Guild – American Federation of Television and Radio Artists (SAG-AFTRA) continue their respective strikes, a group of digital content creators is showing solidarity. The youth-oriented nonprofit Gen Z For Change is behind Labor Over Likes, an initiative for creators who refuse to cross picket lines.

Over 115 creators, who collectively reach more than 90 million followers, have signed the Labor Over Likes pledge. Notable signees include comedian Matt Taylor and interior designer Emily Shaw.

To live up to the Labor Over Likes pledge, creators must adhere to the strike guidelines shared by SAG-AFTRA at the onset of the actors’ work stoppage. That means no appearances on red carpets, no sponsorships or unpaid videos that boost struck companies, and no costumes that relate to programming on struck platforms. (Sorry, Geralt of Rivia cosplayers.)

When SAG-AFTRA initially shared those guidelines for digital-oriented members who have joined the guild (it started accepting influencers in 2021) or wish to join in the future. Now, thanks to Labor Over Likes, those stipulations are reaching a broader base of creators.

“As content creators, we produce pretty much all the content we make. We are the writers, we are the talent, we are the producers,” TikToker and Labor Over Likes signee Jonathan Kung told TechCrunch. “Having that understanding of the entire process makes me realize how important every part of that process is.”

Victoria Hammett, the Deputy Executive Director of Gen Z for Change, has spearheaded the effort to sign up creators for Labor Over Likes. Founding Gen Z for Change member Aidan Kohn-Murphy, who represented his cohort on Capitol Hill amid threats of a TikTok ban, has also signed the pledge. Gen Z for Change has made inroads in the Biden Administration, representing young political voices in the process

Though influencers currently lack a central union, the success of Labor Over Likes shows that the online video community has a growing appetite for organized labor. For years, there have been rumblings of collective action in the creator economy. With the WGA and SAG-AFTRA strikes still going strong, we’re starting to see what that collectivization might look like.