Milton Tok: The Role of Social Media in Shaping Disaster Narratives

Hurricane Milton has emerged as one of the most widely tracked storms online, drawing significant attention across social media platforms. Its impact, alongside Hurricane Helene, which recently devastated parts of Florida, has intensified the public’s focus on this year’s particularly active hurricane season in the state. While Helene’s destruction made headlines, Milton’s rise to viral status is unprecedented. Social media users have dubbed the phenomenon “Milton Tok,” a term used to describe how TikTok’s algorithm highlights content related to the hurricane, amplifying its visibility. This highlights the growing role of digital platforms in shaping the narrative around natural disasters.

Hurricane Milton has rapidly become one of the most viral topics on social media over the past several days, sparking a mix of genuine concern and sensationalism. Alongside live updates on the storm’s progress, social platforms have seen an influx of conspiracy theories and trending content related to the hurricane. Influencers are promising live broadcasts from within the storm zone, while some users post about refusing to evacuate, despite official warnings. This surge of content, particularly on TikTok, has captivated millions as people consume endless streams of highly emotional and dramatic videos.

Creators are leveraging the massive public interest, riding the wave of viral trends to gain followers and increase engagement. However, this influx of hurricane-related content is not without consequences. While many users turn to social media for real-time updates, the abundance of speculative or misleading content complicates the dissemination of critical information and official guidelines. In such life-threatening situations, the emotional nature of posts often amplifies fear and confusion, making it more difficult for essential data and safety protocols to reach those in need. The social media “fuss” around Hurricane Milton, although gripping, may inadvertently hinder rather than help the public’s ability to navigate the crisis.

Hurricane Milton stands out not only due to its physical impact but also because of the evolving dynamics of the information landscape surrounding it. The storm has highlighted the increasing role misinformation plays during major events, prompting FEMA Chief to label the hurricane-related falsehoods as “the worst that she’s ever seen.” This misinformation has spread rapidly across social media platforms, particularly around both Hurricanes Milton and Helene, creating additional challenges for emergency response efforts.

False narratives circulating include exaggerated claims about the storm’s strength, misleading evacuation advice, and even conspiracy theories about government response. FEMA, tasked with coordinating disaster relief and providing timely updates, is now faced with navigating a dual crisis: addressing the physical impacts of the hurricanes while combating widespread misinformation online. The flood of false information undermines FEMA’s efforts to ensure public safety, as people become increasingly skeptical or confused about what advice to follow.

WNM has previously researched the rise of natural disaster conspiracies, particularly analyzing the scale of misinformation following COP28. This growing trend requires close scrutiny and increased awareness, as it involves life-and-death issues that can have serious consequences.

False narratives on hurricane Milton

One of the most pervasive conspiracy theories surrounding Hurricane Milton is the claim that it is man-made and being used to influence upcoming elections. Proponents of this theory point to the unusual behavior of the storm, suggesting that its timing with key political events is more than just a coincidence. This narrative taps into existing conspiracy theories about weather manipulation, such as cloud seeding and the infamous “chemtrails” and contrails theories, which falsely claim that governments or organizations are controlling the weather through secretive means.

These theories suggest that Hurricane Milton, like other extreme weather events, is artificially engineered to cause chaos, potentially suppress voter turnout or distract from political controversies. The idea is often accompanied by claims that advanced technologies are being used to steer or intensify storms for strategic purposes. While completely unfounded and lacking scientific evidence, the theory has gained traction on social media, where users share videos, articles, and commentary that feed into these fears.

While the theories about storms being man-made haven’t become the most viral or widespread content during the crisis, they have nevertheless contributed to the spread of similar narratives across social media. One notable example is a post that first appeared as a comment under other conspiracy theory posts and later evolved into a paid ad, amassing over 5 million views. In this ad, the author draws parallels between Hurricane Milton and the November 2023 storms in the Black Sea, claiming both are part of a broader effort to use storms as weapons.

TikTok Content

TikTok has quickly become one of the most content-rich platforms for major domestic and international events, including natural disasters. To gauge the scale of content related to Hurricane Milton, we analyzed posts using a viral sound linked primarily to both Hurricane Milton and Hurricane Helene. This single sound alone has been used in over 44,000 posts, while the hashtag #hurricanemilton has surpassed 100,000 posts.

As is typical for TikTok, much of the content focuses on personal experiences, such as preparations for the storm and evacuation efforts. However, a significant portion centers around live streaming from Tampa during the hurricane, with creators encouraging followers to tune in. Another recurring theme is the decision not to evacuate, with users sharing their rationale. These videos, often garnering hundreds of thousands of views and reactions, carry a potentially dangerous influence by downplaying the risks of the storm and encouraging others to take similar actions.

The content also features numerous individuals remaining in areas expected to be directly impacted by the hurricane, often downplaying the severity of the storm. Many users share videos with a casual or dismissive tone, framing their decision to stay as a personal challenge or even an adventure. This rhetoric frequently minimizes the real dangers, with some creators suggesting that the storm is overhyped or that they are prepared to handle it. These posts can be misleading, as they give the impression that riding out the hurricane is manageable or even trivial, potentially influencing others to ignore evacuation warnings and safety guidelines. This trend poses a serious risk, as it undermines public safety efforts during critical moments.

All of this content creates a unique lens through which natural disasters are broadcasted and followed by thousands, if not millions, of people online. It provides a wealth of material to analyze, from assessing the real-time damage to examining the various ways in which the population reacts to crises and copes with them. This content reveals not only the immediate human response to disasters but also the evolving role social media plays in shaping public perception and behavior during emergencies.

While this brief report only scratches the surface of the growing influence of social media during major crises, it underscores the shifting nature of information—how it is disseminated, perceived, and the critical need to combat misinformation. In the digital age, the speed and reach of social media can amplify both helpful information and harmful falsehoods, making it all the more essential to rely on credible sources.

For more detailed analysis or coverage of this subject, feel free to contact the WNM team. Above all, please ensure your safety by following official guidelines and recommendations during any disaster.