South African influencer and content creator Seemah has found herself at the center of a heated public debate after losing her popular TikTok account linked to the controversial Russia Alabuga Start Program. The emotional star broke down in tears while discussing the ordeal in a special episode of Podcast and Chill with MacG, sparking mixed reactions across social media.
Seemah’s Emotional Revelation
In a teaser clip released on Monday, 1 September 2025, Seemah appeared visibly shaken as she recounted the painful experience of losing her TikTok account, which had amassed nearly 2.8 million followers. The account, which she had spent years building, was permanently suspended after she and other influencers promoted the Russia Alabuga campaign, a move that drew public outrage.
Fighting back tears, Seemah explained how the suspension has devastated her livelihood. For her, TikTok was not just a platform for fun but a primary source of income where she secured promotional deals, brand collaborations, and content partnerships. The influencer lamented that the account’s sudden removal left her starting over from scratch in an already competitive industry.
The Russia Alabuga Program Controversy
The Russia Alabuga Start Program has been under fire in South Africa after claims surfaced linking it to exploitative recruitment practices. Concerns mounted that young women were being misled with promises of overseas opportunities, only to face potential risks.
In response, South Africans mobilized online, targeting influencers who advertised the program. Many accounts, including Seemah’s, were reported and subsequently banned. On Podcast and Chill, MacG also engaged Siyabonga Mhlungu, the man allegedly responsible for recruiting influencers, as part of an in-depth discussion to uncover how the controversial campaign unfolded.
https://x.com/by_greatest/status/1962541976433164542?t=d_6918Ca4GmumtC1pmPCWA&s=19
Mixed Reactions From the Public
The teaser showing Seemah in tears quickly circulated on X (formerly Twitter) and Instagram, where public opinion remained divided.
Some users sympathized with her, highlighting that losing a social media account with millions of followers equates to losing a business. One netizen wrote:
“That’s her bread, man. She did most of her promos on that platform. It’s a tough lesson, but due diligence is important when doing business.”
Others, however, showed little empathy, arguing that her struggles could not compare to the real harm caused by the program. A user bluntly asked:
“Does it hurt as much as losing a child to human trafficking?”
Another added:
“She will learn from this. People need to treat themselves like businesses and verify what they endorse before taking deals.”
Other Influencers Speak Out
Seemah is not alone in this controversy. Fellow influencer Munaka Muthambi revealed that she, too, was recruited to advertise the program. In a statement shared on Instagram, Munaka explained that she had sought assurances before signing on and was convinced that the initiative was legitimate. Her confession further fueled debates around accountability and influencer responsibility.
A Teachable Moment for Influencers
While Seemah’s breakdown drew sympathy from some and criticism from others, her experience highlights the risks of influencer marketing in a digital era where public opinion can make or break careers. Many agree that this incident serves as a wake-up call for creators to prioritize transparency, research, and accountability before lending their platforms to potentially harmful campaigns.
As Seemah works to rebuild her digital presence, one thing remains clear: her story is a reminder of both the power and peril of influence in the social media age.
About the Author
