It’s the ultimate modern problem. You didn’t just build a relationship. You built a brand. Maybe you were the “Couple Goals” on TikTok, the viral foodie duo on Instagram, or the power couple behind a booming YouTube channel. Now, the relationship is over. The followers, brand deals, and shared income are all still very much alive, however. This is where divorce gets far more complicated as our Chicago, IL property division lawyer can attest who has worked with over 5,500 clients.
Who Gets The Social Media Accounts?
In 2025, attention is currency, so how do you divide your social media accounts with hundreds of thousands (or even millions) of followers?
Some couples try to agree privately, while others let the courts get involved, which can lead to arguments about who created more content, who “owns” the audience, who is the face of the brand, etc.
To make matters worse, if neither party wants to back down, you could both end up destroying the platform you worked so hard to build. Unfollowing sprees and bitter online feuds are common when these disputes play out in public. These accounts can act as business property depending on how you have structured them which adds another layer of complication.
The Sponsorship Mess
You might still be contractually obligated to work together even amid divorce.
If you signed brand deals as a couple, you may be legally required to finish campaigns, show up to shoots, or even go on press tours after you’ve decided to split.
Imagine faking love for a Valentine’s Day campaign while secretly dividing up assets behind the scenes. Brands don’t want drama, but if you took the money, you may not have much choice.
Some sponsorships also involve non-compete clauses. This means that you may not even be able to start fresh with your own solo brand until the dust settles legally.
Shared Businesses = Shared Problems
The social accounts may only be a part of it. Many influencer couples eventually create other businesses together like courses, e-books, coaching programs, clothing lines, you name it.
And just like any other business, ownership can become a nightmare during a divorce.
- Who gets the LLC?
- Who controls the financial accounts?
- What if you don’t even want to work together, but neither of you wants to walk away from the money?
Worse yet, many couples don’t have contracts outlining how to handle these situations. When you’re in love and making money, you don’t exactly expect to be future opponents in court. This mistake leaves countless influencers stuck fighting for control over assets they never properly formalized.
The Audience Is Watching
There can be a great emotional toll of having your divorce play out in front of thousands or millions of people.
Your audience will notice. They’ll comment and pick sides. Some will unfollow. Others will dig for details you never wanted to share.
Even if you wanted to keep it professional, you may be forced into addressing it, especially if your brand’s whole identity was based on being a power couple.
For many influencers, the public scrutiny is more draining than the legal battle. And it can add confusion which might make you think you can turn to a DIY divorce solution which will only worsen matters.
The Bottom Line
Divorcing as a public couple is a personal breakup, but it also can be a business breakup, a PR crisis, and a legal headache all rolled into one.
If you have built a business and a relationship, make sure you know what happens if one falls apart. Contact an attorney at Merel Family Law for help; we have been in business for over fifteen years.
