As 2025 begins, a viral TikTok phenomenon has captured global attention: millions of users are engaging in a coordinated effort to unfollow content creator Vexbolts. The “Leave Vexbolts in 2024” campaign highlighted the power of social media mobilization: users logged into his account but unfollowed him at midnight on New Year’s Eve. By the time the new year reached different time zones, nearly two million users had already unfollowed the 19-year-old creator.

Vexbolts first gained notoriety through a viral Fortnite clip in which he coined the phrase “Let him cook!” Since joining TikTok in 2021, he has built a loyal following by producing consistent viral content, reaching 1.5 million followers before this campaign. However, the increase in the number of followers – over seven million – followed by a large number of non-followers has significantly increased his visibility and sparked speculation about the intent of the campaign. Vexbolt lost about a million followers in one second on New Year’s Eve.

This unprecedented attention has led many to question whether the event was a cleverly orchestrated PR stunt. In the competitive creator economy, where engagement and reach are critical, such campaigns can give creators greater exposure. Vexbolts’ recent collaborations with the likes of MrBeast also indicate strategic efforts to cement its reputation as a major online personality.

For advertisers and brands, the campaign highlights the immense potential of highly engaged online activations. Even though Vexbolts is losing a significant portion of his followers, the event has already garnered significant attention, making him a valuable figure for marketing campaigns aimed at younger audiences.

As the campaign unfolds, it illustrates the evolving dynamics of influence in the age of social media. Whether intentional or organic, this mass unfollow event has solidified Vexbolts’ place in the conversation and highlighted new possibilities in the creator economy.