Inside the deep, dark world of influencer gossip forums

Many find the lives of influencers captivating. While some view their content as informative and inspirational, for others, it can provoke feelings of envy, curiosity about their financial status, and even resentment. The backlash against certain influencers has reached a level where platforms like Tattle Life have emerged, providing a space for thousands of anonymous users to express disdain toward specific influencers.

Traditionally, celebrity gossip was associated with the early 2000s, where public figures expected a certain level of scrutiny. However, with the rise of influencers, our perception of public figures has evolved. Despite the belief that influencers face only trolling, the reality can be harsher. Platforms like Tattle Life host discussions that often resemble the public cruelty experienced by celebrities like Britney Spears, making it seem like a thing of the past.

Tattle Life, resembling dated interfaces of platforms like MySpace, is a hub for vitriolic content, with threads dedicated to dissecting and judging influencers’ lives. With thousands of users actively participating, discussions range from speculating about their personal lives to making disparaging remarks about their character and online behavior, echoing a bygone era of public scrutiny.

An eye-opening report by The Guardian in 2021 revealed that Tattle Life amassed a staggering 43.2 million visits within six months, primarily from UK users. The platform thrives on perpetuating trolling culture, evident in threads with titles like “She’s so huge that her pronouns are fe/fi/fo/fum” and “Crazy eyes, pregnancy lies,” showcasing the culture of speculation and rumor-mongering that pervades the site.

Research by Dr. Carolina Are highlights the various motivations behind expressing hate toward influencers. Misconceptions about the influencer industry often lead to sentiments of resentment and scorn. Furthermore, the allure of Schadenfreude contributes to the audience’s enjoyment in witnessing the failures and criticisms directed at influencers, offering a sense of relief that material wealth does not equate to a perfect life.

“Another reason for influencer hate is some good old Schadenfreude: audiences love watching major and minor celebrities fail.”

Users like Samantha on Tattle Life find solace in the platform’s freedom of expression, enabling open discussions that may be restricted on mainstream social media. However, the repercussions of such discussions can be harsh for influencers who are the subject of unwarranted hate. Niomi Smart, a seasoned influencer, shares her distress at discovering disparaging threads about herself, emphasizing the detrimental impact on her mental well-being.

Glimpses into the detrimental effects of platforms like Tattle Life shed light on the gendered targeting of women in the influencer industry. The majority of threads tend to focus on women’s personal lives, encouraging harmful stereotypes and perpetuating societal expectations. Even though efforts have been made to shut down platforms like Tattle Life, they continue to operate, impacting influencers’ lives profoundly.

“I’ve felt so strongly for the longest time that it shouldn’t be allowed and it should be taken down.”

The struggle to combat online hate persists, with influencers like Niomi Smart advocating for change to protect individuals from cyberbullying. Despite advancements in online etiquette, platforms like Tattle Life remain a stark reminder of the dark side of digital culture, prompting introspection on the consequences of unchecked online behavior.

Compared to traditional social media sites, Tattle Life operates with minimal moderation, leading to rampant displays of hate speech that would be swiftly banned on more regulated platforms. The lack of oversight raises concerns about the impact of such platforms on individuals’ mental health and online behavior.

Legal expert Yair Cohen emphasizes the existence of laws to combat hateful content online, highlighting the need to address abusive behavior effectively. Despite ongoing efforts to investigate platforms like Tattle Life, the anonymity of the site’s founder complicates regulatory actions, leaving affected individuals in a vulnerable position.

Reflecting on her experience as an influencer, Niomi Smart acknowledges the evolving landscape of online hate and its gradual decline over the years. As the digital landscape evolves, sites like Tattle Life stand as a stark reminder of the darker aspects of digital culture, challenging the notion of consequence-free online behavior.