“Unfortunately, the rumours are true: we are separating.”
With these words, Kat and Mike Stickler announced their divorce on TikTok in 2021. The influencers can be seen talking stony-faced into the camera as they explain to their many, many followers that they’ve decided to jointly raise their daughter, MK, despite going their separate ways.
The post reached 28.6 million views, making it one of Kat Stickler’s most viewed pieces of content.
Their divorce turned out to be more contentious than imagined: the ex-spouses had to turn to the courts – not to discuss custody of their daughter, but to determine who would get to keep their social media accounts.
Since 2019, the former spouses had jointly managed a TikTok account followed by nearly four million users, as well as a YouTube channel, where they shared videos about their daily lives and humorous sketches. Their separation left the fate of these digital assets uncertain.
The popularity of an account on social networks is volatile, and internet users can turn away if they no longer recognise themselves in its content. This was an argument Kat put forward in order to keep control of the TikTok account she had co-created with her ex-husband.
In a podcast, the influencer said she explained to the judge that the account would continue to prosper under her management, but would decline without her. The US courts agreed.
The account, renamed “KatStickler”, now has 10.4 million followers. Her ex-husband, Mike, was put in charge of their former joint YouTube channel. It no longer exists, and he is now working in sales, reports the Wall Street Journal.
This case may seem trivial but it highlights the difficulties that can arise for couples who become influencers together. Making a career for two on social networks may seem like a good idea, as love stories often captivate internet users – but the pressure of statistics and dependence on advertisers can undermine a couple’s solidity and, in turn, their sources of income.
Ayumi Lashley started making social media videos in 2017 with her partner, Terry. When they separated in 2023, each tried to make a living from content creation. But Ayumi found it harder than her ex-husband to build her own online following.
“A lot of people were upset with me for not talking about the divorce,” she told the Wall Street Journal. “His career is doing amazing and mine is not.”
Despite these claims, she is followed by over 666,000 people on TikTok, compared with 575,000 users for her former partner.
So, how can you prevent a break-up from jeopardising your career as an influencer? One way is to diversify your activities. A content creator who shares an account with their partner is well advised to continue developing their own personal brand on social networks.
It may also be prudent to develop other sources of income, as the influencer market is unpredictable.
Marriage contracts are another area to consider. Long gone are the days when prenuptial agreements were limited to setting out the financial terms of a breakup in advance. Some couples now include a custody clause for their pet, so their furry companion suffers as little as possible from their separation.
Then there’s Vivian Tu, a financial influencer with 2.6 million followers on TikTok, who has opted to protect her digital assets. Her social network accounts will remain in her possession in the event of divorce, according to the Wall Street Journal – proving that sometimes, it’s better to plan ahead.