Another viral influencer scandal has left TikTok in uproar. In a recent video on the app, San Francisco food influencer Karla (@itskarlabb) posted a storytime of an interaction at a local wine bar that raises important questions about brand collaborations and expectations of influencers.
Karla’s video, posted on 23rd July, has reached over 21 million views and 2 million likes. So, what happened, and why does it matter to creators and brands alike?
What happened?
@itskarlabb its a long video and not something i would normally upload but i feel like i had to talk about this experience. i basically ran out of there but i wish i would’ve stood up for myself. if you are a micro influencer i know it’s easy to feel discouraged at times but don’t let anyone make you feel small or unimportant!!
♬ original sound - itskarlabb
Karla, who has become a popular food influencer with a following that grew from 15,000 to over 378,000 in just a few days, recounts how a collaboration at a San Francisco wine bar quickly turned sour.
When she arrived at the venue, Karla overheard a conversation between the restaurant host and a chef, James Beard Award nominee Luke Sung, who seemed to be questioning the value of Karla’s social media presence. According to Karla, Sung criticised her TikTok following and questioned her research on the restaurant.
Karla’s TikTok shares her experience, including a tense conversation with the chef, who allegedly said her content was not at the “level” he wanted his brand associated with. He then apparently suggested that her audience didn’t align with the upscale nature of his restaurant. This interaction took a hostile turn, despite Karla’s excitement and intention to create engaging content about the restaurant.
The aftermath
With over 21 million views on Karla’s video, Kis Cafe needed to acknowledge the situation. In response, they issued an apology and stated that the chef had left the business of his own accord.
“Our chef’s behaviour was unacceptable and he is no longer part of the team as a co-owner, a chef or in any other way. As of this post, he (Luke) has reached out to the creator with a personal apology,” Kis Cafe confirmed in a statement.
Kris Cafe also said that they would be closing for “restructuring” while trying to look out for the livelihoods of the rest of the staff at the restaurant.
Sung also addressed Karla in a separate statement.
"Karla - I am truly sorry for my actions towards you. I was condescending, hurtful, and intimidating. You did not deserve to be made to feel less than or unimportant, nobody does. Regardless, I thank you for teaching me a valuable lesson in kindness and respect," the statement said.
Why does this matter to brands and influencer marketers?
As influencer marketers, it’s crucial to recognise the huge amount of power creators hold when it comes to shaping a brand’s public perception. Karla’s video is a textbook example of how influencer marketing is no longer just about promoting a product, but building a relationship between brands and creators that’s rooted in respect and alignment of values.
The impact of cancel culture
The negative encounter between Karla and the chef highlights a critical misstep on the brand’s part. In the creator economy, influencer marketing isn’t just about a follower count, but about understanding your audience and ensuring alignment between the brand and the creator’s community. Unforgiving cancel culture can ruin your reputation overnight.
What makes this story particularly interesting for influencers and marketers is the immediate backlash and solidarity from the influencer community. Big-name creators, such as Alex Cooper and Tana Mongeau, publicly supported Karla, demonstrating the vast network and influence that digital communities hold. Karla’s followers rallied behind her, and the viral video led to a response from the restaurant.
For better or worse, the viral situation is a reminder that influencers can make or break your brand.
