A significant shift is underway in United States immigration, with social media influencers and digital content creators now dominating applications for the prestigious O-1 work visa, once the preserve of Nobel laureates and Hollywood stars.
From Pandemic Hobby to Visa Pathway
The trend highlights how the creator economy is reshaping traditional immigration routes. Recent analysis by the Financial Times reveals a striking 50% increase in O-1 visas granted between 2014 and 2024. This non-immigrant visa category allows individuals of "extraordinary ability" to work temporarily in the US.
Julia Ain, a 25-year-old Canadian, exemplifies this new wave. She began posting on TikTok during the Covid-19 lockdowns while studying at McGill University. "I was bored during the pandemic – like everyone else," she explained. Her relatable content quickly amassed a following, and she now boasts 1.3 million followers across platforms.
After graduating in 2022, Ain secured an O-1B visa, enabling her to pursue content creation full-time. Her primary income stems from Fanfix, a subscription platform, where she now reportedly earns a five-figure sum monthly. "It became really obvious that you could make a lot of money doing this in a short period of time," she noted.
Redefining 'Extraordinary Ability' for the Digital Age
The O-1 visa has two main types: the O-1A for sciences, education, business, or athletics, and the O-1B for the arts or extraordinary achievement. Historically associated with elite artists and athletes, the O-1B's criteria are being reinterpreted.
Influencers must provide evidence meeting at least three of six regulatory criteria, which can include national recognition and a record of commercial success. For this new generation, follower counts and engagement metrics have become key evidence.
"Part of my application was: 'I have 200,000 followers on this app, 300,000 on this app, 10 million people watch me here every month,'" Ain described. "You've got a following now that are not only watching you, but also paying for your content actively month after month."
Immigration attorney Michael Wildes, whose firm has represented figures like Pelé and Sinead O'Connor, confirms the shift. "We started doing [O-1 applications] for kids who are e-sport players and influencers and the OnlyFans crew," he said. "It's the new, sexy medium for people to be a part of."
A Global Scramble for Digital Talent
The phenomenon is attracting creators worldwide. Dina Belenkaya, a Russian-Israeli chess player and content creator, had her O-1B visa approved in December 2023. She cited her substantial followings on Instagram (1.2 million), Twitch, and YouTube in her application and has since relocated to Charlotte, North Carolina.
For others, the process is a costly and uncertain hustle. The music group Boy Throb campaigned relentlessly to reach 1 million TikTok followers specifically to bolster band member Darshan Magdum's visa application from India. The group has spent over $10,000 on legal and processing fees, with no guaranteed outcome.
Luca Mornet, a French creator who studied in New York, felt restricted by his student visa. "I always was so annoyed that I couldn't [work with brands] because I was a student," he said. He successfully applied for an O-1B after graduating.
The rise of influencer visas has sparked debate. Some commentators view it as a sign of cultural decline, while legal professionals like Wildes argue it reflects economic reality. "Influencers are filling a large gap in the retail and commercial interests of the world," he stated. "Immigration has to keep up with this."
Julia Ain defends the legitimacy of her profession against critics. "I don't think [people] realize how much work actually goes into it," she asserted. Reflecting on the evolving concept of success, she concluded: "Maybe 50 years ago, this isn't what people imagined the American dream would look like. But this is what the American dream is now."
