The Addiction to Likes and Views or the Desire for Quick Wealth: American Social Media Influencers Heading to Disaster Areas

While millions in Florida were trying to evacuate from Hurricane Milton, Mike Smalls Jr. headed to Tampa, which was under severe storm winds. He had an inflatable mattress, an umbrella, and a pack of ramen noodles with him.

He went out on Wednesday evening while Florida was being battered by the storm, live-streaming the event on the online platform Kick.

He told viewers that if the number of viewers exceeded 10,000, he would take his mattress and wade into the water.

As the live stream’s viewer count reached 10,000, he jumped into the water. But he soon realized the seriousness of the situation. He could be heard on his stream saying, “The wind is picking up, and I can’t swim… so I had to grab onto a tree.”

Local authorities had already issued evacuation orders for the area, advising people to leave their homes for safer locations.

Mike’s one-hour live stream from Tampa Bay garnered over 60,000 views on Kick. Clips of his stream shared on X and other social media platforms have been viewed millions of times.

Live streaming has become popular among content creators looking to make quick money, but in the race for more views and to outdo others, many streamers often take risks.

Hurricane Milton has claimed over a dozen lives.

Many criticized Mike on social media, stating that he was putting his life in danger just for clicks and likes.

This time, he managed to escape the situation safely. Despite all the risks, he said he would be ready to perform such dangerous stunts again “if the price is right.”

When asked about the criticism he faced, Mike acknowledged that what he did was “controversial” and that, in some people’s eyes, he was not only risking his own life but also endangering the lives of those who might have to come to rescue him in a dangerous situation.

However, he stated, “From a content creator’s perspective, people like to watch this kind of dangerous stuff.”

The Tampa Police Department issued a statement saying, “Ignoring mandatory evacuation orders can put lives at risk.” The police emphasized that when people disregard these warning messages, they not only endanger their own lives but also complicate the situation for rescuers.

“Deliberately putting oneself in danger can divert essential resources and delay critical rescue operations for others.”

This year, hurricanes have severely impacted the southeastern coasts of the U.S., resulting in the deaths of hundreds of people.

The category 5 Hurricane Milton, which hit Florida’s coast on Wednesday, forced millions to evacuate.

At least 16 people have died in the storm, and millions are still without power. Rescue crews have had to save thousands as floodwaters inundated homes. Hurricanes Helen and Milton have wreaked significant havoc in the U.S. In less than two weeks, five hurricanes have occurred, a number not uncommon for the entire year in the Atlantic.

Mike is among countless content creators who have been risking their safety by live-streaming during hurricanes on various social media platforms, including Kick and TikTok.

He claims that live streaming is his full-time job.

Previously, he has made videos involving fireworks in his bedroom and interrupting staff at fast-food restaurants.

He stated that his plan for live-streaming Hurricane Milton was to “get some good clips, and if things started to go south, I’d record my return journey in five or ten minutes.”

This wasn’t the first time he had put himself at risk.

Just weeks before Milton struck, he was outside during Hurricane Helen, which targeted Florida. He arrived there with a tent and live-streamed for over five hours.

He was holding his tent in an underpass while live-streaming on his phone, claiming he would “endure this hurricane. Why? To entertain people.”

Inches away from him, storm-tossed waves crashed against the barrier.

Mike says that his job is to provide entertainment and think about creating engaging content for his followers. If people want to imitate him after watching, he respects that wish.

He added that people should assess for themselves and “do things at their own risk.”

Platforms like Kick offer streamers two types of incentives: first, they get paid based on the views their streams receive, and secondly, they also receive donations from viewers during the stream.

Mike Smalls Jr. did not disclose how much he earned from the live stream during Milton, but he mentioned that some streamers can earn between $300 to $400 per hour. He indicated that he made enough from his latest streaming to cover some bills.

Mike insists that while it may seem like he would do anything for views, he takes safety very seriously. Despite not knowing how to swim, he insists that his decision to go into the sea during the storm was made after considering all the risks.

After escaping the storm, he proudly stated, “I stayed here, I didn’t die, and I’m having fun.”

When asked about Mike Smalls Jr. and the responsibilities associated with the platform, Kick stated that their top priority is the content creators. They asserted that they do not influence what content creators choose to stream. “However, if that content violates our service terms or is illegal in any way, we can restrict or suspend it.”

When questioned whether Mike’s content violates their community guidelines, Kick responded, “Safety comes first: prioritize the safety of yourself, your viewers, the public, and anyone involved in the process.”

On the other hand, TikTok told the BBC that any content based on deception, exploiting controversial issues for more views, or taking advantage of the suffering of those in distress is not eligible for monetization.

Mike’s profile and videos created during the hurricane are still available online.

When asked about putting rescue workers’ lives at risk, he stated that he knows what he is doing.

He said, “Don’t come to rescue me. If I go into another hurricane again? Fine. You don’t have to say anything. I don’t want to put your life at risk. Not at all.”