As winds whipped through Florida and Hurricane Milton’s storm surge flooded parts of Tampa, online content creators posted to social media and livestreamed about their experiences to millions of people around the world.
From the time Milton developed into a hurricane until the moments it made landfall, social media users in Florida uploaded content featuring everything from forecasts to preparations to calls for help.
Such videos have been popular on platforms like TikTok, YouTube and Instagram — where viewers have been enthralled by the high-stakes and personal stories of people who decided to ride out the storm. For content creators, that interest translated to views and followers.
Residents in evacuation zones were warned of the storm’s potentially deadly effects by local officials and were told they could die if they chose to stay. Many content creators complained about the cost of evacuating, or simply felt like they had nowhere safe to go.
“I just don’t want to drive back up to Atlanta and leave for each hurricane,” Sam Hunter, a Tampa-based digital marketer, told NBC NEWS. “If I can ride this one out, I’ll be confident to ride the other ones out and become a true Floridian.”
So far, at least 16 deaths have been confirmed in the aftermath of the storm.
The evolution of social media platforms that have made it easy to create videos and livestreams, combined with algorithmic feeds that can quickly push newsy and compelling content to large audiences, have made storm content particularly potent. In 2022, TikTok hosted dozens of livestreams from people in Florida as Hurricane Ian approached.
This time around, TikTok’s ability to generate sudden virality propelled one man to a rare level of notoriety. A Tampa resident — best known as “Lieutenant Dan” — became a national news story and an internet meme when he refused to evacuate his sailboat despite pleas from both local officials and social media followers. In a matter of days,Joseph Malinowski, 54, not only attracted millions of viewers, but received almost $50,000 through a Go-Fund-Me campaign, a $100,000 offer from controversial streamer Adin Ross for a new boat and an offer for a streaming sponsorship deal with Kick.
Though Malinowski survived Hurricane Milton, many commenters disapproved of his newfound fame — and worry broadcasting such behavior rewards dangerous decisions and encourages others to do the same.
Both Meta and TikTok declined to comment on the surge in such hurricane content.
A TikTok spokesperson told NBC News that videos claiming the hurricane was not dangerous or urging residents not to evacuate were made ineligible for the “For You” page and were disqualified from monetization.
For some users, the attention they were receiving online during the hurricane was brand new.
Hunter told NBC News that documenting the storm started as a “social experiment,” testing if posting hurricane content would attract an outsized number of viewers compared to videos about his normal everyday life.
In barely two days, Hunter’s newly launched account grew to nearly 50,000 followers as he posted hourly TikTok updates on the storm’s impacts from a mandatory evacuation zone in Tampa where he has lived for just over two months.
Hurricane Milton was Hunter’s third hurricane, and he was directly in the storm’s path.
Users commented that they were “invested” in the content, regularly checking in on Hunter’s safety, sending prayers and offering advice. Some users provided updates sourced from local media outlets or fellow content creators.
Located in evacuation zone A, Hunter explained that his high-rise apartment complex in Hillsborough County had “strongly urged” residents to evacuate.
Videos on Hunter’s page — which showcase hurricane prep, landfall and aftermath — have amassed millions of views. Recent updates have been flagged by TikTok advising audiences to “verify natural disaster info” and warning them against participating in similar activities.
While his account currently focuses solely on Hurricane Milton, Hunter plans to experiment with new content and see what sticks.
To many local influencers, documenting the storm was just another saga in their already public online lives.
For Jean Bazil and Rayssa Corujo, creators of the family vlogging channel “The Trench Family,” the choice to document the hurricane to their 9.5 million YouTube subscribers came naturally.
“It wasn’t a hard decision because it’s what we do,” Jean Bazil said, adding that the family did not lose power and were able to continue posting updates throughout the storm.
In addition to several TikToks and Instagram reels, the family uploaded two YouTube videos surrounding Milton: “Hurricane is Coming DIRECTLY Towards Us… WE HAVE TO EVACUATE” on Oct. 8 and “Hurricane DESTROYED And FLOODED Our Home” on Oct. 10.
Throughout the videos, the family documents their experience making last-minute preparations for the storm, encountering landfall and surveying the impact on their home.
But the family did not evacuate, noting they were in a “voluntary evacuation zone” in the Claremont, Florida, area.
The couple noted they encouraged Floridians to check in on their loved ones and “stay strong,” adding that their property looks like “a jungle” following the storm.
“Some people take this stuff as a joke,” Corujo told NBC News, noting that many may see the hurricane as an opportunity to gain views. “If you’re in a zone where it’s not safe at all, please leave.”
Dustin Weaver of Cape Coral, Florida, started his profile with less than 1,000 followers and is now broadcasting hurricane do’s and don’ts to an audience of almost 27.6K. Having been through several hurricanes himself, he used TikTok as an outlet to share his tips on how to prepare, such as how to quickly break down a backyard fence.
“That’s kind of what inspired me to record some of it was just to try and help my neighbors, you know, through the preparation phase,” he told NBC News in an interview.
As his content began gaining traction, Weaver continued to post tricks, advice and updates — saying his intent with the account is to shine attention on affected communities.
A TikTok spokesperson said the company is also trying to share credible information with users, linking directly to FEMA in its “verify natural disaster info” warning.
Though “hurricane influencers” have come under scrutiny for rapidly gaining views and followers, Weaver says it’s been a crucial connector for his community, allowing him to provide post-Milton aid to surrounding neighborhoods. Weaver spent Friday afternoon in his boat assisting with search-and-rescue operations, according to his TikTok account.
“To me, it’s asinine not to do what I can, and I’m not afraid of using my voice or my small platform on TikTok To help my community,” he said.
He urged viewers tuning into storm content to turn interest into aid: “For anybody that’s curious about what it’s like to be in a hurricane, please let that curiosity lead to some sort of relief or help.”
The post Hurricane Milton influencers brought in millions of views and a horde of new followers appeared first on NBC News.
