This week, a gay influencer duo disclosed their separation online, which involved a “split custody” plan for their social media. The online community swiftly reacted with intrigue.

For several years, New Orleans-based Matt Armato and Beau Ciolino produced lifestyle content under the name Probably This. They crossed paths in 2013 and initiated the brand in 2014. The formerly married pair showcased recipes, home decor, and couple-related content on their Instagram and TikTok profiles.

In mid-August, Armato and Ciolino shared news of their breakup through a video on various platforms, concluding with a fist bump.

“Well, we broke up,” Armato mentioned in the now-removed video. He added, “This is like the silliest video I can imagine. This belongs in my journal, not out there, but I want you to know I’m single.”

Ciolino seemed more positive, flashing a smile in the video and expressing appreciation for their 12-year relationship and a decade of sharing their journey online. “I think that there is so much affection between us, and truly loving someone recognizes when to alter the dynamics of the relationship, and we’ve opted to just be best friends,” he remarked.

Ciolino fist-bumped his former partner. On X, users speculated on the reason behind the breakup and scrutinized their faces:

The men also declared that Armato would now oversee the TikTok account, while Ciolino would take care of the Instagram account. “They actually did social media split custody,” X user @computer_gay commented.

The video was subsequently taken down from both sites, likely due to the reactions it generated. Ciolino’s cheerful attitude led to theories of cheating, prompting Armato to clarify on Instagram stories:

In his remarks, Armato acknowledged that the video “sparked a lot of reactions” and requested commenters not to demonize his ex. “He is not a villain; he is a person, and a really wonderful one at that,” he stated.

“One major point of critique has been the disparity between our apparent moods. Neither of us felt assured addressing this publicly but considering we’ve built our career together as a couple, it seemed essential,” he clarified. “So what you might perceive as someone being carelessly cheerful I interpret as anxious posturing and, sure, a bit of relief. I can’t blame him for that. I too am relieved to be moving on.”

Armato confirmed that he and Ciolino remain very close.

The conversation surrounding the video shifted to couples who base their social media visibility on their relationships, transforming their lives into “content.”

This isn’t the inaugural instance of TikTok-famous couples breaking up. In 2024, Mashable interviewed such former couples regarding the challenges of being a public couple, including internet scrutiny. Last year, another Instagram-famous queer influencer couple declared their breakup with simultaneous posts.

Armato and Ciolino have not replied to Mashable’s request for a statement.