Reddit’s “Snark Pages” and the Complex Ethics of Influencer Critique

In the digital age, the boundary between influencers’ public and private lives is increasingly blurred, leading to a fascinating development on Reddit: “snark pages.” These online spaces mirror fan pages but with a twist, as they are often filled with critiques rather than praises for the influencers they cover.

Media commentator Jessica Rauchberg explored this phenomenon, highlighting the case of influencer Remi Bader. Bader, known for her candid clothing reviews for plus-size women, shocked her audience by announcing a sudden change in her content focus without explanation. It was later unveiled that she had undergone weight-loss surgery, a detail she had not disclosed to her followers. This omission sparked outrage among Reddit “snarkers,” who viewed it as a breach of trust.

Rauchberg explains that in the eyes of these “snarkers,” influencers transcend being mere individuals. They become brands, and dishonesty from these brands results in a loss of credibility. “We don’t know them as people. We don’t know them as individuals. We know them as brands,” Rauchberg stated during a discussion on The Show. Consequently, Bader’s lack of transparency about her surgery led to intensified scrutiny from the snark community.

Another case discussed by Rauchberg involves Emilie Kiser, a lifestyle influencer from Phoenix, who faced public scrutiny after the tragic drowning of her son. As a parent influencer with millions of followers, this event put her under the microscope. Kiser has since taken legal action against the Maricopa County police department to prevent them from releasing sensitive information to media and the public, highlighting the tension between influencer transparency and personal privacy.

Rauchberg noted that this isn’t solely a “snarker” issue, as Kiser’s fans also contributed to the debate by creating emotional content about her family tragedy. This prompted Reddit moderators to pause her “snark page,” reflecting the complexity and ethical considerations of discussing such personal matters online.

Rauchberg concluded that while “snark” can hold influencers accountable, it remains a delicate balance. “Yes, ‘snarkers’ see it in their own account to try to act like the Better Business Bureau, but again, different ‘snarkers’ have different ideas of what is right and what’s wrong, and so it is still very imperfect,” she explained.