In a poignant and unprecedented social media farewell, 30-year-old content creator Tanner Martin announced his own impending death in a video message posted to Instagram on June 25. Martin, who shared his five-year colon cancer journey with millions of followers alongside his wife Shay, chose to record a final message to prepare loved ones and fans for the end of his life. The announcement, and Martin’s extraordinarily candid approach to his mortality, has sparked an outpouring of grief and admiration online—and highlighted a growing trend of young adults using social media to document serious illness and end-of-life preparations.
A Public Battle with Cancer
- Early Diagnosis at 25
In November 2020, Martin first revealed to his @tannerandshay Instagram community that he had been diagnosed with colon cancer at age 25, a condition historically associated with older adults. By openly sharing treatment updates, side effects, and emotional struggles, Martin became a visible advocate for awareness around early-onset colorectal cancer—a disease on the rise among younger populations. - Treatment Timeline
Over the next several years, Martin underwent multiple surgeries and rounds of chemotherapy. In June 2021, he and Shay celebrated the completion of one treatment cycle by ringing the iconic hospital bell. However, in November of that year his cancer recurred, and by February 2023 doctors informed the couple that his disease was terminal.
The Final Video Message
- A Scripted Farewell
The day before he passed, Martin recorded a two-minute video beginning with his trademark introduction, “Hey, it’s me, Tanner.” He addressed friends, family, and followers: “If you’re watching this, I am dead. I decided to make this video announcing my death because I saw someone did that, like, a year or so ago, and I think it’s a good opportunity to get all your thoughts out—and also, you can be thoughtful about what your spouse or your partner might need.” - Words of Gratitude and Advice
In the message, Martin expressed gratitude for the life he led, encouraged viewers to assume good intent in others, and urged kindness. He asked followers to continue supporting Shay and their newborn daughter, AmyLou, whom the couple welcomed in May 2025. “Thanks again for all your support…helping me be comfortable,” he said. “I love you guys. See ya.”
Family Perspective
- Shay Martin’s Account
Shay, who co-hosts the @tannerandshay account, shared the video to their followers, preparing them for the inevitable. She later confirmed to Good Morning America that Tanner passed away on the morning of June 25 in the basement apartment they rented within her parents’ Utah home. - Grandfather’s Remembrance
Shay’s father, Steve Wright, remembered Tanner as both “the funniest guy” and “one of the kindest souls” he ever met. Wright recalled Tanner’s graciousness toward medical staff during treatments: “Even when he was super sick…he was always very gracious with the doctors and nurses and aides.” He said the final video, though grim, was quintessential Tanner—“typical of him to be so real, even in that moment.”
Young Adults and Cancer on Social Media
- A Growing Trend
Martin’s candid documentation reflects a broader movement among young cancer patients who turn to platforms like TikTok and Instagram for community, information, and emotional support. Natasha Allen, a teenager battling rhabdomyosarcoma, and Bella Bradford, who announced her own death after a childhood cancer recurrence, have similarly shared final videos to prepare loved ones and break taboos around discussing mortality. - Benefits and Challenges
Experts note that online sharing can alleviate isolation, raise awareness, and foster empathy—but can also expose vulnerable patients to troll-like commentary and privacy concerns. Mental health professionals emphasize the need for emotional support frameworks alongside digital storytelling.
Rising Tide of Early-Onset Colorectal Cancer
- Epidemiology
A 2024 report by the American Cancer Society found colorectal cancer has become the leading cause of cancer-related death in men under 50 and the second leading cause in women under 50 in the United States. - Possible Drivers
Researchers suggest lifestyle factors—obesity, sedentary behavior, diets high in red and processed meats—and genetic predispositions contribute to this alarming trend. Public health campaigns now target younger demographics for earlier screening and symptom awareness.
Couple’s IVF Journey and New Parenthood
- Building a Family Amid Illness
Amid treatments, Tanner and Shay pursued in vitro fertilization. Their heartfelt announcement of AmyLou’s birth on May 15, 2025, offered a moment of hope. In announcing his death, Martin specifically asked for prayers and support for Shay and their daughter: “Please pray for Shay and our child,” he said. - Legacy for AmyLou
Shay has indicated that Tanner’s final video will serve as a lasting keepsake for their daughter—a message of love and a positive model of courage.
Reactions from the Online Community
- Global Outpouring
Within hours of the video’s release, thousands commented condolences on the @tannerandshay feed. Fans and fellow influencers praised Martin’s humor, honesty, and strength. Hashtags like #RememberTanner and #TannerStrong trended on Twitter and Instagram for two days, as followers shared stories of how his openness helped them confront their own fears. - Tributes from Fellow Creators
Colleagues in the health-influencer space—including holistic nutrition advocate Dr. Shalin Shah and cancer-survivor turned TikTok star CancerSlay—posted videos honoring Martin’s spirit and urging viewers to donate to early screening programs in his memory.
Medical and Ethical Reflections
- End-of-Life Autonomy
Martin’s pre-mortem farewell exemplifies proactive end-of-life communication, offering insights into patient autonomy and digital legacy planning. Ethics scholars note that such videos can help bereaved loved ones anticipate grief, complete conversations left unsaid, and respect the patient’s voice. - Potential Pitfalls
Conversely, healthcare providers caution that not all patients have the psychological bandwidth or support to undertake such a public final act, and that misinterpretation by audiences may occur if context is lacking.
Next Steps for Shay and AmyLou
- Ongoing Support
Shay has announced plans to use their platform to continue Tanner’s advocacy for early-onset colorectal cancer awareness. She will also share regular updates on AmyLou’s growth and the family’s healing journey. - Memorial Fund
In honor of Tanner’s legacy, Shay and Wright are establishing the Tanner Martin Foundation to fund research into young-adult colorectal cancer screening and support services for patients and caregivers navigating social media disclosure.
Conclusion
Tanner Martin’s decision to announce his own death in a direct, unflinching video has resonated far beyond his 2.3 million Instagram followers. His journey—marked by love, humor, and brutal honesty—sheds light on the challenges facing young cancer patients in the digital age and underscores the power of social media to foster community, raise awareness, and confront mortality head-on. As family, friends, and strangers mourn his passing, Martin’s final message—“Be kind…assume good intent…you guys will have a happy life”—offers a lasting testament to a life lived boldly, even to its final breath.
READ MORE: Justin Baldoni Overhauls Legal Approach After $615 Million Defamation Suit Tossed
