The Ultimate Guide to the TikTok Apology Video: What to Do if You Fall Prey to the Big, Bad “Cancel Culture”

Disclaimer: This guide is satire. 

Every day, it seems that a new TikTok influencer is being “canceled.” Whether it's a decade-old racist tweet or a newly resurfaced video depicting the use of a derogatory slur, the exposure of every trending influencer as being inherently bigoted can feel endless. We hear the words “canceled” and “cancel culture” constantly on this platform to discredit countless influencers–but what do these terms actually mean? 

“Cancel culture” is one of the most buzzworthy phrases in this current era of social media popularity, with Wikipedia defining it as when “an individual thought to have acted or spoken in an unacceptable manner is ostracized, boycotted, shunned, fired or assaulted.” This digital ostracization often extends into real life, potentially resulting in lost friendships, expulsion from educational institutions, and general backlash across all aspects of life. This process of revealing an individual’s problematic actions has led to the categorization of these individuals as “canceled,” or socially isolated from the majority. 

So, how do influencers react to this sudden loss of constant attention and praise from their thousands–or even millions–of fans? The apology video. The apology video is something the average TikTok user knows all too well, where the influencer accused of these seemingly irreconcilable actions appeals to the audience’s concerns by profusely apologizing for what they have done. As a chronic TikTok user myself, I encounter a fair amount of these apology videos on my own For You page–and with increasing exposure to these videos, I began feeling deja vu with each new one I saw. I realized that these videos are way too similar to be coincidental, which led me to investigate the techniques used in eight separate TikTok apology videos. During this process I identified three prominent techniques demonstrated within the majority of these videos, of which I will be disclosing in a step-by-step process. Follow along so you can learn how to protect yourself from the big, bad “cancel culture.”

Step 1: Completely shift your opinion to appease your audience. 

One of the most prevalent aspects of the TikTok apology video consists of taking back your previously stated opinions for the sake of retaining your followers. This technique is utilized within the apology video uploaded by @bee.better.company, where the owner of a small business titled “Bee better”–whose name is not disclosed–is apologizing for a previous video he posted regarding his opposition to the Kamala Harris Presidential Campaign. His previous video garnered immense backlash due to the audience’s disdain towards his reference of her campaign as rooted in “identity politics,” along with his claim that she was not working hard. In his apology video, he completely retracts these opinions, claiming that they weren’t factual and contained misogynistic undertones. He attempts to solidify his opposition towards sexism by acknowledging that women, people of color, and women of color are held to higher standards in every situation, and that Harris is most likely “working harder than anybody else on the planet.” However, this was posted at the end of August as the latest video on a page that previously posted on a regular basis, suggesting that this technique is not always completely effective in maintaining your reputation as an influencer. So read on to learn more about the other techniques needed to create a proper TikTok apology video!

Step 2: Acknowledge the fact that your apology might not be accepted or well-received. 

The second step in making the ultimate TikTok apology video is to recognize that the video itself may not be effective at placating your audience. This allows the audience to feel less pressured into accepting an apology–a feeling that may amplify their anger. This technique is portrayed in the apology video posted by @kanyewesther, which was in response to her perpetuation of a racist stereotype on the podcast “Under The Influence.” In her apology video, she addresses the fact that some people don’t want to hear her apology, stating that “trust isn’t easily regained after a mistake like this.” She also makes sure to claim that she genuinely wants to take accountability, even if some people might believe that she is “saying sorry just to say sorry.” This statement reflects a common approach among influencers to declare a desire to take accountability rather than showing it through their actions. 

On the other hand, @alixearle is an influencer who takes a slightly different approach in her apology for her past racist remarks. She argues that while anyone can say “I’m sorry,” you can never know if they’re being completely truthful. Unlike other influencers who desperately try to prove their truthfulness, she subtly suggests that she will prove her genuinity with her future actions. These two separate approaches to the same technique are both feasible models for the TikTok apology video, so keep them both in mind if you are ever in need of a blueprint for your own video.

Step 3: Emphasize that there is no justification for your actions. 

The third and final technique that is vital to the development of the TikTok apology video is taking the utmost accountability by admitting that there are no justifiable excuses for the pain you have caused. @livvvy.louu uses this technique in her apology video that addresses her use of a racist slur in a recently resurfaced video, where she states that there is “no justification” for the word being in her vocabulary and that nothing she experienced excuses her actions. In an almost identical fashion, @onlyjayus stated in their apology video that there are no excuses or justifications for their past use of racist language. They even go on to add “you guys deserve better”–referring to the Black community–which is an attempt to prove that they understand the impact of their actions. Remember to be like these creators by emphasizing just how nonsensical your actions are! 

In all seriousness, calling out creators for prejudiced behavior can serve a beneficial purpose, as it reminds the world that actions have consequences regardless of your power or large social media following. Yet “cancel culture” remains a tricky phenomenon, as influencers are often “canceled” at the height of their fame, calling into question the true intentions behind users who reveal their prejudiced past. Why do social media users wait until an influencer accumulates a significant following to expose their previous racist language? Why is this such a recurring phenomenon among up-and-coming influencers on TikTok? The possible answers to these questions may provide clarity on why the TikTok apology video has become so popular, as well as why they are so similar to one another. But until then, enjoy this guide that pokes fun at the identical–and sometimes ludicrous–techniques portrayed in these videos.