Content Creators Miss the Mark

During Naomi Osaka’s match against Anastasia Zakharova at this year’s US Open, a group of influencers armed with ring lights caused enough of a distraction that the umpire had to pause the game and repeatedly ask them to tone it down. Meanwhile, other creators were spotted requesting full-flash photos from US Open staff while the match was in progress.

Last month, the media operations director for the United States Tennis Association (USTA) mentioned that the US Open was nearly doubling the number of content creators it was credentialing. This year, there were close to 100 influencers present, a significant increase from 54 the previous year. However, a USTA spokesperson clarified that the influencers who disrupted Osaka and Zakharova’s match were not officially credentialed. Additionally, two lifestyle influencers, Meg Radice and Audrey Jongens, had their access revoked after they shared images of their credentials on social media. According to the spokesperson, they were improperly submitted for credentials through a food vendor’s staff list, indicating that their social media flexing may have backfired.

While these influencers may not have adhered to proper US Open etiquette, they were there to create content, often with a single-minded focus that can annoy those around them. Their presence aimed to share the event with their followers, and regardless of their official invitation status, they contributed to promoting the tournament to a wider audience.

Influencers have become a vital part of the advertising landscape, with US creator ad spending projected to hit $44 billion by the end of this year. Brands increasingly rely on content creators for marketing, but the situation at the US Open highlights how this reliance can lead to complications. Videos of the disruptions went viral, igniting discussions about whether influencers are suitable guests for exclusive events.

It’s important to note that influencers are typically invited to events like the US Open because brands see value in their presence. While their behavior can be disruptive, companies that hire them need to anticipate such actions. Some brands have even started sending out reminders about proper etiquette to avoid potential backlash.

Before a rule change in 2024, the US Open enforced stricter seating policies, requiring attendees to remain seated during matches. Now, attendees can move around more freely, with designated areas near the courts. Although the influencers at this year’s event weren’t technically breaking any rules, their actions negatively impacted the viewing experience for others. Following the viral videos, the USTA put up new signs asking spectators to refrain from using flash photography or other lighting.

Taking selfies and shooting videos are essential parts of content creation, but brands should clarify that there are times during a tennis tournament when it’s best to simply enjoy the matches. While the influencers were having a good time, many spectators were unable to watch the game in peace. This kind of attention-seeking behavior is often what brands want, as it keeps influencers’ fans engaged. However, companies must recognize that allowing creators to act without restraint isn’t always the best strategy.

Callaway Golf Company faced a similar lesson last month when an ad from the YouTube channel-turned-apparel brand Good Good sparked outrage. The video, a spoof of Curry Barker’s Obsession, featured a cofounder shoving a professional golfer to the ground, which many found distasteful and trivializing violence against women. This led Callaway to apologize and cut ties with Good Good.

In a statement regarding the backlash, Callaway’s CEO acknowledged that mistakes were made and that the company took the matter seriously. He admitted that Callaway had approved the video before it was posted but insisted that it did not reflect the company’s values. Although the ad was quickly taken down, the initial approval raised concerns. Even if the content hadn’t been problematic, it still lacked humor and creativity, suggesting that a more responsible advertising approach could have led to significant revisions.

The video aligned with Good Good’s brand, which targets young men that the golf industry is eager to attract. Similar to how brands sending influencers to the US Open should have provided behavioral guidelines, companies like Callaway need to be cautious about the implications of using “edgy” content creators as representatives. Influencers with established platforms often prefer creative control, but brands must ensure they are not represented by individuals acting irresponsibly.