Divorce: who owns the social media accounts?

“Unfortunately, the rumors are true. We are separating.” It is with these words that Kat and Mike Stickler begin a video, published on March 18, 2021 on TikTok, in which they announce their divorce. The two influencers pose in front of the camera, looking somber, while they explain to their numerous subscribers that they have decided to jointly raise their daughter, MK. “[N]”We’re just trying to do everything we can for MK, take care of her and move forward with love,” said Mike Stickler. This post reached 28.6 million views, ranking among Kat Stickler’s most viewed content.

Kat and Mike Stickler’s divorce ended up being more contentious than they thought. The ex-spouses had to turn to American justice, not to discuss custody of their daughter, but to determine who will inherit their accounts on social networks. Since 2019, the former spouses have together managed a TikTok account followed by nearly 4 million subscribers, as well as a YouTube channel, where they shared videos about their daily lives and humorous sketches. Their separation left uncertainty over the fate of these digital assets.

Because the notoriety of an account on social networks is volatile. Internet users may turn away from it if they no longer recognize themselves in its editorial line. An argument that Kat Stickler put forward to keep control of the Tiktok account that she had co-created with her ex-husband. In an episode of the podcast “A Better Way to Money,” the influencer says she explained to the judge that the account would continue to thrive under her management, but would decline without her. American justice ruled in his favor.

And she did well. The account, renamed “KatStickler”, now has 10.4 million subscribers. Her ex-husband, Mike, was put in charge of their old joint YouTube channel. It no longer exists, and the young man has moved into sales, according to the Wall Street Journal.

Two people are better, but also riskier

This case may seem unimportant, but it highlights the obstacles that couples wishing to launch into influence together can encounter. Having a career as a couple on social networks may seem like a good idea, as beautiful love stories often capture the attention of Internet users. But the pressure of statistics and dependence on advertisers can shake the solidity of the couple and, in turn, compromise their sources of income.

Ayumi Lashley paid the price. The young woman launched into social networks in 2017 with her partner, Terry. When they separated in 2023, both tried to make a living from content creation. But Ayumi Lashey had more difficulty than her ex-husband in building her own online notoriety. “Many people have criticized me for not having spoken [de ma séparation sur les réseaux sociaux]”, she declared to the Wall Street Journal. And added: “the career [de mon ex] is doing wonderfully and mine is not at all”. These assertions, however, deserve to be qualified: the American is followed by more than 660,500 people on TikTok, compared to 575,100 subscribers for her former companion.

But then, how can you prevent a breakup from compromising a career in influence? By diversifying its activities. A content creator who shares an account with their partner has every interest in continuing to develop their own personal brand on social networks. It may also be wise to develop other sources of income, as the influence market is unpredictable.

Marriage contracts are another avenue to consider. Gone are the days when the famous “prenuptial agreements”, or “prenups” as they are nicknamed in the United States, were limited to establishing the financial terms of a breakup in advance. Some couples now include a clause relating to custody of their pet so that their “child” suffers as little as possible from their separation. Vivian Tu, a financial influencer with 2.6 million subscribers on TikTok, has protected her digital assets. His social media accounts will remain in his possession in the event of divorce, according to the Wall Street Journal. As the saying goes, prevention is better than cure.

Slide: 10 tips for a successful divorce