See what I posted (but don’t look at my actions)?! I am an Ally….

Social media activism is an interesting topic to me. While I understand its role in spreading awareness and sharing information about ongoing movements, I often find it accompanied by platitudes and passive support from those who post. That said, some do use social media for active organizing and meaningful protest—whether for the betterment or detriment of society. We need to consistently reflect on our actions and intentions behind social media activism to ensure we’re not just perpetuating the “keyboard warrior” ideal.

Many of us use the term “ally” positively, to show support for social issues—through posts, reposts, likes, and profile filters. But increasingly, being an ally is criticized as an identity stripped of its true meaning. This performative allyship focuses more on the self-image of the poster than actual support or action. Think of companies that slap a rainbow logo on merchandise (or rainbow washing) during Pride Month without any deeper commitment vs those who support the 2SLGBTQAI+ community year round. Or what is worse, those who supported Pride in the past, and are now concerned with public backlash if they express support. This includes Facebook filters—yes, they raise awareness, but what tangible action follows?

In a world where “struggle is a commodity, allyship is currency“,” silence is often seen as complicity. But this rush to declare a stance has vilified nuance and discouraged thoughtful dialogue. Virtue signaling becomes the norm—you’re a bad person if you don’t know every issue or stay silent until you’ve taken time to become truly informed.

When I say “truly informed,” I mean critically researching and reflecting on sources—not just reading headlines or absorbing clickbait. We’ve seen the consequences of poor information literacy in movements surrounding the COVID-19 vaccine controversy and the genocide in Palestine.

Now, visibility does play a role in driving awareness, and social media has aided in mobilization. But awareness without action is incomplete. Some scholars call this action and awareness being an “Activist” of the social issues being discussed, not merely an “Ally”. This separates the action from the inaction. Activism requires discomfort, ongoing education, and a willingness to confront one’s own complicity—not just likes and shares. However, intention is also essential when reflecting on one’s “activism”. Some activists co-opt and exploit the social issue for financial or societal benefits. They add their voices to the conversation when it is most beneficial for them or create for-profit professional development opportunities.

Others fall into the “saviour” trap, centering themselves instead of listening to the community. The “white saviour” complex is one example—where outsiders dominate spaces meant for marginalized voices. We see this in movements like Truth and Reconciliation and Black Lives Matter.

Another issue: activists sometimes take a heroic stance of “helping victims,” which reduces people to tokens rather than individuals. Often, that motivation is rooted in guilt. As one scholar put it: “Think about what you’re doing before you make another community’s struggle your therapy session.” Tackling guilt and shame requires personal reflection — an activist must have explicit and consensual intentions. But what does that look like?

An accomplice listens to the community. They respect its culture, leadership, and practices. Unlike performative allies or ego-driven activists, an accomplice acts intentionally and without seeking recognition. They don’t just raise awareness—they show up, ready for confrontation and consequence (arrest, violence during protest, etc.). True accomplices know that liberation is collective and must be led by the community. They don’t self-declare the label. “You just are —or you’re not.” Because declaring yourself an accomplice can reproduce the same power dynamics that perpetuate oppression.

In today’s attention economy, suffering becomes content currency. Movements are reduced to hashtags. Allyship becomes a badge of moral superiority instead of a commitment to justice. This shift centers those adjacent to the issue, rather than those directly impacted. Yes, awareness is important—but change comes through meaningful, uncomfortable action.

Activism offers a path to that change. But even activism can become problematic when fueled by guilt, ego, or tokenism. Accomplices, on the other hand, are self-motivated, informed, and deeply committed. They understand this fight isn’t about them—they’re just one voice in a collective struggle against systems that want to box, label, and control.