Black Twitter has the power to ruin your entire life. Yep. You read that right. YOUR LIFE. Alright, that may be an exaggeration, but you definitely don’t want to mess with them. If you are somewhat confused about what I’m talking about, take a look at the video below.
Did you watch it? I sure hope so! It is imperative that you at least know what Black Twitter is before you read any further.
Alright, now that you know what Black Twitter is, you can kind of understand why Black Twitter is so powerful. The black people on Twitter openly discuss things such as politics, religion, and entertainment as they relate to the black perspective and experience in real-time. This has birthed many honest and open conversations whether good or bad, sometimes leading to someone’s untimely social media (sometimes IRL too) demise. Some people refer to this public dragging as cancel culture.
I am not sure if Black Twitter created this notion of cancel culture, but they for sure add fuel to the fire. If Black Twitter cancels someone or something, it may not be widely accepted. Nonetheless, a Black Twitter cancellation holds people and brands accountable for their questionable public social actions and puts the pressure on people to change said behavior. Let’s take the Shea Moisture, the beauty brand, instance into consideration for a second. Black Twitter felt that Shea Moisture failed to represent their core audience members in their 2017 ad. Therefore, the hashtag #sheamoistureiscancelled quickly began to trend. Many users declared that they were no longer going to support the company moving forward. Shea Moisture quickly pulled the ad and gave a public apology. I haven’t found any research supporting that the company lost any money from this scandal, but I would not be surprised if they did. I can make an educated guess that they surely did not get the ROI that they expected from the production of that ad.
That’s the power of Black Twitter in a nutshell. They are trendsetters that help to amplify things, such as cancel culture. They can pressure executives to make tough decisions and make you give up your favorite shampoo all with one viral hashtag.