Social Media Fails in Times of Crisis.

As wildfires engulfed Los Angeles County, social media feeds transformed into a stream of disaster content. The TikTok For You page, filled with videos of raging flames and evacuations, became overwhelming. Influencers paused their regular content to share evacuation preparations, while countless accounts posted footage of devastation. Yet, despite the flood of posts, practical information—like evacuation routes, shelter locations, or supply access—remains scarce.

TikTok’s format prioritizes virality over utility. There’s no option to sort content chronologically or share essential links, leaving users scrolling through endless, often distressing clips without actionable updates. This phenomenon mirrors October’s Hurricane Milton, where influencers risked their safety to document the storm for views, creating infotainment from tragedy.

Instagram provides slightly more utility, especially through Stories, where users can share infographics and links. However, its search function is cluttered with recycled images and irrelevant posts. Meanwhile, X (formerly Twitter) has devolved into a hub for misinformation and conspiracy theories, further eroding its former role as a reliable source of breaking news. In contrast, specialized apps like Watch Duty offer clearer, more focused updates.

These platform failures highlight how social media struggles during crises. Instead of providing lifesaving information, platforms are flooded with sensationalist or unhelpful content. With climate change increasing the frequency of extreme events, this issue will only grow.

The cycle is predictable: feeds fill with disaster footage, then return to normal, leaving the destruction forgotten until the next crisis. Social media platforms, as they stand, are not equipped to handle emergencies effectively. We need tools that prioritize clarity and action over clicks and chaos.