What's buzzing with Instagram, TikTok's purple profile pics: Here's what we know

If you have noticed the wave of purple profile pictures on Instagram and TikTok, you are not imagining it. Here’s the lowdown on the internet’s purple fever.

Users of Instagram and TikTok may have noticed a wave emerging lately and noticed a wave of purple profile pictures. If so, then you’re not imagining it.

This is part of a poignant digital movement spearheaded by the South African non-profit Women For Change alliance, which is highlighting the rising trend of gender-based violence (GBV) and femicide in the country.

The campaign originated in South Africa and has now penetrated across continents, bringing women and allies under a shared symbol: purple.

The campaign is rallying a global audience to join a worldwide shutdown on November 21, a day before the G20 summit kicks off in South Africa.

The message is loud and clear: femicide in South Africa has surged by over 83% in the past year, with one woman killed every 2.5 hours.

Many users across social media have followed suit, going purple-profile as a sign of visual protest while using hashtag #WomenShutdown on X, TikTok and Instagram.

Like most viral movements online, the purple buzz has not been without backlash.

Some users have labeled it “cosmetic activism," arguing about whether turning a social media profile picture purple truly drives change.

While, however, vouching for it, they respond to the criticism by arguing that awareness is the catalyst for change.

Their premise is that every purple profile helps keep the debate alive, adding another voice to a global call to action on a pressing issue that is often brushed aside.