An influencer faces a major financial loss after Meta demonetises her account over controversial group chats.
Liv Schmidt is a 23-year-old 'skinny influencer' who earns her income from running the 'Skinni Société' - a community aimed at a weight loss life and encouraging one another to eat as little as possible.
A series of concerning reports were shared from The Cut, and in the aftermath, Schmidt found her Meta account being restricted.
In an era where drugs like Ozempic are trending and YouTubers regularly showcase dramatic weight loss journeys, Schmidt joined the 'skinny' content trend.
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But she was sneaky in how she promoted her content. For example, Schmidt uses language to sound like 'not eating' is empowering and feminist but the content soon blurs into a world of promoting eating disorders.
Schmidt rose to popularity by marketing 'weight loss tips' and personal content through private group chats and exclusive posts on Instagram.
She charged $20 per month for access and, in return, subscribers received 'recipes, workout videos, and diaries of everything she [Schmidt] eats in a day.'
Members were also encouraged to share their progress on the group chats.
However, one source, referred to as 'Emma' told The Cut that many of the group’s members appeared to be underage and that the content and discussions on Skinni Société felt 'cult-like.'
Following the exposé, Meta spokesperson Andy Stone wrote on X: "This account is no longer able to offer subscriptions or use any of our monetization tools. And we restricted it so it’s only visible to people over 18."
Air Mail reported that Schmidt was estimated to be earning up to $130,000 per month from her 6,500 Skinni Société subscribers. Meanwhile, she also had a follower count 600,000 on TikTok where she became known for mocking women’s clothing choices and body types.
Schmidt later hit back on Instagram, accusing the parent company, Meta, of blindsiding and ignoring her. Posting on her story, Schmidt wrote: "The most disturbing part? Meta didn't even come to me. Despite countless support tickets, messages, and outreach attempts, no one was willing to speak with me directly. I was met with silence."
Both TikTok and Meta have implemented policies to limit content that promotes eating disorders.
While search terms like 'skinny' or 'SkinnyTok' trigger warnings and resource links, critics argue that unhealthy content still circulates widely on both platforms.
A spokesperson for Meta claimed the company aims to balance removing dangerous material with allowing space for discussions around recovery.