Latest / Mini Scroll / The Rise & Anatomy of The Iconic Influencer Apology

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The Rise & Anatomy of The Iconic Influencer Apology · Mini Scroll

• 0:00
  In August 2018. Beauty YouTube.
• 0:02
  Laura Lee. Sat down in front of her couch
• 0:05
  and turned on her camera. Laura wore a white T-shirt with
• 0:08
  her hair pulled back. There was not a stitch of makeup
• 0:11
  on her usual full glam. Face the Creator was here to.
• 0:15
  Address a number of. Racist tweets that Laura had
• 0:18
  posted the years prior. These tweets were discovered by
• 0:21
  a former. Fan and had.
• 0:22
  Resurfaced all over Twitter. Reddit and various blogs.
• 0:26
  I want to talk to you guys in this video.
• 0:29
  It's been so, Laura said. In an octave, we had never.
• 0:35
  Heard the beauty guru hit before.
• 0:37
  Laura cried on camera while talking.
• 0:39
  About how difficult this. Time had been for her.
• 0:41
  She also asked people to stop. Harassing her family, which
• 0:44
  began when the tweets. Resurfaced this. 4 minute and 36
• 0:47
  second video became an instant meme.
• 0:50
  Users mocked her melodramatic apology, calling her a bad
• 0:54
  actress and claiming that she was forcing tears for sympathy.
• 0:57
  This response prompted Laura. To delete the video.
• 0:59
  And upload a new more composed video.
• 1:02
  Where she apologized. For playing victim.
• 1:04
  Though her video was. Certainly not the first time an
• 1:07
  influencer had publicly apologized to their audience, it
• 1:10
  marked a notable shift in the general reception of this
• 1:14
  content. Laura's video.
• 1:15
  Spawned a whole subcategory of influencer apologies videos and
• 1:20
  memes that were made in reaction or in response to them while.
• 1:24
  Laura's apology video. Was one of the biggest scandals
• 1:27
  to come out of 2018. We could have never anticipated
• 1:31
  the avalanche of influencer apology.
• 1:34
  Videos that would succeed it in the.
• 1:36
  Years to come from Centennial World.
• 1:39
  I'm Lauren Meisner and this is Infinite Scroll.
• 1:42
  A podcast about. Internet culture, the creator
• 1:44
  economy, and how social media is shaping Gen.
• 1:47
  Zed. Welcome back to Infinite Scroll
• 1:49
  everyone. Thank you so much for being
• 1:51
  here. Thank you for listening instead
• 1:54
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• 1:56
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  Article about a creator. Trend, news or drama and on
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  chat with other. People who are obsessed.
• 2:48
  With Internet culture and creator drama NT and you can
• 2:51
  chat with me. I'm excited to.
• 2:53
  Bring you guys. This episode I feel like.
• 2:56
  A deep dive into the different types of influencer apologies
• 2:59
  and the evolution of influencer apologies is much needed.
• 3:02
  It's an underrepresented topic in the creator economy and the
• 3:06
  reporting on creator economy. So I'm excited.
• 3:09
  It's a fun topic. I mean, this is not to bring,
• 3:12
  you know, light to some of the very serious things that these.
• 3:15
  Influencers or creators? Have done to you know be
• 3:18
  apologizing for and totally not trying to take away from the
• 3:22
  hurt that. They have caused but I.
• 3:24
  Think there is some levity and some.
• 3:27
  Just also like. Kind of bizarreness to.
• 3:29
  How these creators apologize? And what that like genre, quote
• 3:33
  UN quote of content has become. So let's get into it.
• 3:41
  Over the past few years. Influencer apologies have
• 3:44
  essentially become their own genre of content, the classic
• 3:48
  I'm. Sorry, video is a regular.
• 3:50
  Feature on our feeds. But it wasn't.
• 3:52
  Always this way. As creators gained more
• 3:54
  followers and influence, the expectations around them
• 3:57
  shifted. We went from watching regular
• 3:59
  people. Share their daily.
• 4:00
  Lives and passions to seeing them command audiences of
• 4:03
  hundreds of thousands. With this massive platform comes
• 4:07
  a new level of responsibility. At least, that's how.
• 4:10
  Gen. Z interpreted it.
• 4:11
  At the same time as creators were gaining more mainstream
• 4:14
  appeal, Gen. Z was maturing and beginning.
• 4:17
  To see pop. Culture with a more critical
• 4:18
  eye. This in turn pushed this
• 4:21
  demographic. To hold their favorite
• 4:22
  influencers. To a higher standard.
• 4:24
  Often to a. Standard that they might not
• 4:26
  even hold themselves to, while this might not.
• 4:29
  Always be the case. These expectations have become.
• 4:31
  Normalized partly due to the parasocial relationships.
• 4:34
  That many young Internet. Users have developed.
• 4:37
  With content creators. We have discussed parasocial
• 4:39
  relationships at. Length on this podcast and we
• 4:42
  have seen how these interactions can both be good and bad.
• 4:46
  These connections can help alleviate loneliness.
• 4:49
  But they're also ripe for abuse. And can sometimes impose unfair
• 4:53
  standards on creators as audiences view them as friend
• 4:56
  like figures. Of course this operates.
• 4:59
  On a different level than mainstream celebrities, while
• 5:01
  many of. US have developed parasocial
• 5:03
  relationships with traditional stars creators are.
• 5:06
  Far more accessible. Influencers like Alex Earl.
• 5:09
  And Emma Chamberlain have long shared intimate thoughts and.
• 5:12
  Details about their lives. Deepening the intensity.
• 5:15
  Of parasocial relationships with this.
• 5:16
  Class of celebrity. Because of this, whenever an
• 5:19
  influencer messes up or behaves. Poorly they're expected to
• 5:22
  address. It and apologize.
• 5:24
  These apologies. Tend to come after Internet
• 5:27
  users discover. A.
• 5:28
  Past or recent transgression the creator will then take to their
• 5:31
  social media platforms to address the situation and of
• 5:34
  course their followers disappointment while these.
• 5:37
  Apologies are often reactive. Some creators have been
• 5:40
  proactive, essentially confessing before their audience
• 5:44
  demands it now being quote UN quote.
• 5:46
  Forced to apologize isn't. Necessarily a bad thing,
• 5:50
  accountability is crucial, especially as many creators have
• 5:53
  become role models for young people.
• 5:56
  But as Bettina Macalental. Writes for Vice YouTube.
• 5:59
  Apologies have. Become just another quote UN
• 6:01
  quote product at this point. Quote with high profile stars.
• 6:04
  Always selling something the apology video is a necessary
• 6:08
  step of damage control. And if the scandal blows up
• 6:10
  enough, the. Apology video can be.
• 6:12
  A way of reeling in new viewers. Too, she writes.
• 6:15
  So the apology video. Has become an opportunity.
• 6:19
  Both as a career saver. And as a.
• 6:22
  Tool to boost. Their likability.
• 6:24
  When a creator makes an apology video, they need to consider
• 6:27
  everything from their audience to platform algorithms to their
• 6:30
  sponsors. Interests to stay.
• 6:32
  Relevant and advance their careers content creators need to
• 6:35
  navigate. All of these factors skillfully
• 6:38
  while. Attempting to keep their
• 6:39
  audience on side. This often results in a.
• 6:42
  Carefully calculated. Performance driven by the desire
• 6:45
  to maintain their public Arizona and the opportunities afforded
• 6:48
  to them having said. That the life cycle of the
• 6:50
  apology video. Doesn't end once it's been
• 6:53
  posted as Macalental adds quote. After the apology video.
• 6:57
  Come the videos analyzing the apology, and then the response
• 7:00
  videos, and then the videos rounding up the best and worst.
• 7:03
  Apologies EG Youtubers, apologies.
• 7:07
  But it's only the BS parts and all the memes EG.
• 7:10
  Apology videos as Zodiac. Signs.
• 7:13
  More often than not, this content becomes more significant
• 7:16
  than the video itself, but that doesn't mean.
• 7:19
  That the original apologies. Fade into obscurity.
• 7:22
  With that in mind, let's break down some of the different
• 7:25
  examples of influencer. Apologies as well as.
• 7:28
  Some of the most iconic examples.
• 7:30
  Like I said. Before this is not to make.
• 7:32
  Light of the hurt. That some of these influencers
• 7:35
  have. Caused.
• 7:35
  Or of the painful moments that these creators experienced when,
• 7:39
  you know, they were relating to the.
• 7:40
  Apology. This is really just a look.
• 7:42
  For interest sake into a very prominent.
• 7:45
  Part of the creator ecosystem. System before the iconic.
• 7:48
  Apology video there. Were notes.
• 7:50
  App apologies these. Text driven apologies involved.
• 7:53
  Creators. Carefully crafting statements in
• 7:55
  the Notes app or on their Instagram stories, then sharing
• 7:58
  them across their social media platforms as editorial assistant
• 8:02
  Arameta D. Operates for Vanity Fair.
• 8:04
  Quote the apologies. Generally come on a solid
• 8:07
  background with contrasting font.
• 8:09
  Usually black and white, the apology is a stare.
• 8:12
  And minimal text driven and doesn't feature any of the usual
• 8:15
  images that fly. These feeds to show that this
• 8:18
  post. Is different, it's set.
• 8:20
  Apart, but still polished. So there's.
• 8:22
  Disruption, but not too much. Some social media users claim
• 8:25
  that the Notes app apology gained traction in 2016.
• 8:29
  After Taylor Swift accused. Kanye West and Kim Kardashian of
• 8:32
  quote UN quote character assassination in a note
• 8:35
  statement many celebrities. Have followed.
• 8:37
  Suit from Ariana Grande apologizing for licking a donut
• 8:41
  in 2015 to Logan Paul addressing his video in the Suicide Forest
• 8:45
  in 2018. Quote an iPhone Notes.
• 8:48
  Apology disrupted the feed. It was a look.
• 8:50
  All on its own, even once it became cliche, Diop says of the
• 8:54
  notes. App apology.
• 8:55
  'S popularity, its proliferation online, portrayed the offending
• 8:58
  noted figure as raw, stripped down.
• 9:01
  Just like us, really. By 2019, the New York Times had
• 9:04
  characterized the Notes app apology as the medium for quote.
• 9:07
  How we apologize now, but less than two.
• 9:09
  Years later, Vanity Fair declared that the quote.
• 9:13
  End of the iPhone Notes app apology.
• 9:15
  Era. Was upon us.
• 9:17
  Just as quickly. As a rose to prominence.
• 9:19
  The Notes app apology. Faded away, as Evan Ross Katz
• 9:23
  contends for Paper magazine, this may have come down to an.
• 9:26
  Overexposure of this. Format of apology.
• 9:29
  Where quote the ubiquity. Of the format and the way it's
• 9:32
  associated more with cobbling. Together thoughts hastily.
• 9:35
  Indicates an inherent thoughtlessness.
• 9:37
  But it may also. Have something to do?
• 9:39
  With the rise. Of social media stars.
• 9:42
  This sanitized apology style. Clashed with the more authentic
• 9:45
  content that audiences were consuming and creators were
• 9:48
  posting when influencers were writing passionately.
• 9:50
  About their favorite beauty. Products or new clothing items.
• 9:53
  The Notes app apologies seemed insincere and inadequate.
• 9:57
  That said, many creators still. Use Notes app.
• 10:00
  Apologies. Even though this practice is now
• 10:02
  more common among mainstream celebrities.
• 10:04
  Take Addison Ray, for instance, in July 2020.
• 10:08
  Addison received backlash. When fans found.
• 10:10
  Out that she reposted. A video in 2016 with a woman
• 10:13
  saying Black Lives Matter is a cult and that all lives matter.
• 10:17
  She apologized on social. Media with a statement writing
• 10:20
  quote I owe all. Of you an apology.
• 10:22
  Four years ago, I reposted. A video which included a woman
• 10:25
  sharing her thoughts on Black Lives Matter and All Lives
• 10:27
  Matter that I should not have because of my privilege.
• 10:30
  I didn't understand and wasn't educated enough on the social
• 10:33
  injustices facing the Black community.
• 10:35
  All lives cannot matter until Black.
• 10:37
  Lives do the black. Community was and continues to
• 10:40
  be oppressed and damaged by systemic racism.
• 10:43
  Scrolling through the comments on.
• 10:45
  X it's. Clear that the response was
• 10:47
  mixed, many people thanked Addison for addressing the
• 10:49
  situation and being forthcoming with her mistakes.
• 10:52
  While others felt she didn't. Do enough, especially given the
• 10:55
  dynamics in the US at the time. With many social media users
• 10:59
  feeling like these Notes app apologies just aren't enough, it
• 11:02
  makes sense that many creators would opt for an apology video
• 11:05
  instead. So let's break down the.
• 11:08
  Classic apology video. We have seen many different
• 11:11
  influence. Apologize for a variety of.
• 11:14
  Reasons whether they are apologizing for racist comments.
• 11:17
  And years past or. Hairy.
• 11:19
  Lipsticks. The apologies are.
• 11:21
  Always the same with creators trying their hardest to project
• 11:24
  a feeling of sincerity. Scrolling through the
• 11:26
  subscriptions. Tab on YouTube.
• 11:28
  You are likely to see videos titled.
• 11:30
  My apology or I'm sorry? All typed in lowercase with a
• 11:35
  creator looking serious in the thumbnail.
• 11:37
  When you click on the. Video they're typically.
• 11:39
  Sitting in front of a plain background, looking directly at
• 11:41
  the camera as they seemingly. Bare their.
• 11:44
  Soul to the audience. Sometimes there are tears,
• 11:48
  sometimes there aren't. But one thing is for sure, the
• 11:51
  creator wants you to. Believe that they are genuinely.
• 11:53
  Sorry, and not just addressing the scandal because they're
• 11:57
  getting backlash for it. Cast your mind back to 2020 and
• 12:01
  the. Classic apology.
• 12:02
  Video was in its heyday. As we were all.
• 12:04
  Locked inside and the Black Lives matter movement was
• 12:07
  gaining traction. Social media users were looking
• 12:09
  to some of their. Favorite influencers to elevate
• 12:11
  the cause? With the conversation on race
• 12:14
  and. The safety afforded to people
• 12:15
  with white privilege viewers, rightfully.
• 12:17
  Came down on creators who had made racist comments in the past
• 12:21
  during this. Era the likes.
• 12:22
  Of Shane Dawson and. Jeffrey Star sat.
• 12:25
  Down and addressed. Their racist past.
• 12:27
  In early 2020. Multiple resurfaced.
• 12:30
  Videos and photos began circulating of Shane engaging.
• 12:33
  In racist jokes, blackface. Sexualizing animals and minors
• 12:37
  and saying the N word he was. Criticized for his close
• 12:40
  relationship with Jeffrey Star. Who had made numerous racist
• 12:43
  comments in previous years and was also.
• 12:45
  Exposed as a key. Player in the attempt to ruin
• 12:48
  James Charles's career during the By Sister saga, Shane
• 12:52
  posted. A video titled Taking.
• 12:53
  Accountability on June 27th 20 20 explaining that his.
• 12:57
  Behavior was largely the result. Of mental.
• 12:59
  Health struggles after. Posting the video, he went
• 13:02
  silent online for almost a. Year his apology video.
• 13:06
  Was not well received, with many viewers feeling as if Shane was
• 13:09
  making excuses and that he only addressed his past.
• 13:12
  Behavior because he got caught. They also criticized the apology
• 13:16
  video itself. Scrolling through the R slash
• 13:18
  Shane Dawson. Subreddit it's clear that.
• 13:20
  Many. Viewers felt like his video
• 13:22
  wasn't. Specific enough and some people
• 13:24
  even claims that he was trying to make.
• 13:26
  Excuses for his behavior. Now, Jeffrey Star has had to
• 13:30
  apologize numerous times. In June 2020, he posted the now
• 13:35
  deleted video Doing What's? Right where he apologized.
• 13:38
  To James Charles and defended Shane Dawson earlier.
• 13:41
  That year, he uploaded another apology video called.
• 13:44
  Responding to the backlash over my cremated palette.
• 13:47
  Before that, in June 2017, he shared a video titled Racism,
• 13:52
  which was a response to multiple instances of past behavior,
• 13:56
  including racist jokes and slurs.
• 13:58
  Most of these videos were not well received, with many viewers
• 14:02
  criticizing Jeffrey for similar reasons to Shane while Jeffrey.
• 14:05
  Did offer a direct. Apology.
• 14:07
  In the 2017 video, viewers were unsure if he was genuine,
• 14:10
  questioning whether he was only apologizing for publicity
• 14:14
  purposes, as Taylor Lorenz writes for The Washington.
• 14:17
  Post quote his. Apology prompted a debate among
• 14:20
  Youtubers and fans about whether Starr deserved forgiveness,
• 14:23
  whether he had changed and what to do with past material from
• 14:26
  YouTube celebrities who grew up in the public eye.
• 14:29
  While Shane and Jeffrey have become the face of the.
• 14:32
  Classic apology video some. Influencers have gotten.
• 14:35
  Creative, for a lack of a better word, with their apologies.
• 14:39
  Take Sienna Mae Gomez for example.
• 14:42
  Back in 2021, the TikTok. Star was accused of.
• 14:45
  Sexually assaulting and verbally abusing her ex-boyfriend.
• 14:48
  Jack Wright after taking. Some time off social media, she
• 14:52
  returned with a video. Titled.
• 14:53
  After a month away. The video concluded with.
• 14:56
  Sienna dancing to Sam Smith's song Young.
• 14:59
  She did not address the allegations of sexual assault
• 15:02
  and verbal abuse directly. Viewers were.
• 15:04
  Extremely disappointed and this response.
• 15:07
  With the lyrics. Quote I've done nothing wrong
• 15:09
  I'm young playing a Sienna danced at the end of the video.
• 15:13
  Many believed that the song choice was the influencers
• 15:16
  attempt at maintaining her innocence.
• 15:18
  Now we can't talk about unconventional apology videos
• 15:23
  without mentioning toxic. Gossip Train.
• 15:27
  By Colin Ballinger I'm sure we all remember exactly where we
• 15:31
  were when this insane video dropped.
• 15:33
  So. We don't need to get into the
• 15:35
  details. Instead of showing any remorse
• 15:38
  after allegedly manipulating and grooming minors, Colleen
• 15:41
  returned to. YouTube to shift.
• 15:43
  The blame? Questioning the honesty of the
• 15:45
  former fans who were bringing forth the accusations to make
• 15:49
  matters. Worse, she did it.
• 15:50
  Through a song a far cry from the.
• 15:52
  Traditional apology. Video In the video, Colleen
• 15:55
  strummed a ukulele and sang her Quote UN quote apology for the
• 15:59
  entire 10 minutes, making a mockery of the.
• 16:01
  Situation while she. Avoided taking accountability
• 16:04
  for the inappropriate. Relationships that she had
• 16:06
  fostered with these. Fans over the years.
• 16:09
  It's no surprise that the response to her video was.
• 16:12
  Overwhelmingly negative with fans and.
• 16:14
  Accusers alike. Saying that the creator was
• 16:16
  making a mockery. Of a very serious.
• 16:18
  Situation and that of. Course it lacked.
• 16:20
  Accountability. That being said.
• 16:23
  Toxic gossip. Train has become Colleen's most.
• 16:27
  Viewed video. At the time of recording, it
• 16:30
  sits at 17,000,000 views. And that brings us to the next.
• 16:35
  Category of apology video. Which is pretty meta apologizing
• 16:40
  for an. Apology.
• 16:41
  Video after the chaos. That was toxic gossip.
• 16:44
  Train Colleen had to apologize again, but this time it wasn't
• 16:48
  really. About the allegations leveled.
• 16:50
  Against her, but rather. It was about her behavior after
• 16:53
  the fact. At the top of the video, titled
• 16:55
  Fall Vlog, Colleen took. A couple of minutes.
• 16:57
  Gets to reflect. On her response to the scandal.
• 17:00
  Obviously the last video that I posted on here, it's really
• 17:05
  embarrassing to say the least. I was being accused of some
• 17:10
  pretty awful things and I just was mad and I should have
• 17:14
  handled that situation with maturity and empathy.
• 17:18
  Instead I just let my ego take over and I'm really disappointed
• 17:21
  in myself. She went on to admit that.
• 17:22
  Over the past. 15 years of her career, there have been times
• 17:26
  when she was, quote, immature and inappropriate with her
• 17:28
  comedy. Colleen also finished the
• 17:30
  statement by saying she plans to put out positive content into
• 17:33
  the world and understands if her audience can't forgive her.
• 17:37
  The Internet was still reluctant to forgive her, showing us just
• 17:40
  how much the initial reaction to a cancellation or a scandal
• 17:43
  matters given the backlash. She received after toxic.
• 17:47
  Gossip train. There was never going to be a
• 17:49
  way. That she could prove.
• 17:50
  That she was genuinely empathetic to the victims.
• 17:53
  David Dobrik. Had a similar experience back in
• 17:56
  2021. David and the Vlog Squad found
• 17:59
  themselves in multiple serious scandals.
• 18:02
  It all started in February 2021 when former Vlog Squad member
• 18:06
  Seth Francois. Accused David of sexual assault
• 18:09
  after the YouTube star allegedly forced.
• 18:11
  Him to kiss 47 year old Jason Nash against.
• 18:14
  His will. For a video.
• 18:16
  Things escalated when Cat 10 Barges Insider article broke in
• 18:19
  March, alleging that David was complicit and Dom Zegliadis's.
• 18:23
  Sexual assault of a college. Student and then the following
• 18:26
  month it was revealed that blog squad member Jeff Whittick quote
• 18:29
  almost died in an excavator stunt gone wrong Davidde
• 18:33
  initial. Apology was a 2.
• 18:35
  Minute and 32nd. Video titled Let's Talk.
• 18:38
  And was posted to his podcast channel Views.
• 18:41
  David started by. Saying he's made over 600.
• 18:43
  Videos over the years. And he prides himself on making
• 18:46
  people happy with his content at the time of.
• 18:48
  His post views. Sat at 1.67 million subscribers.
• 18:52
  David's main channel where the problematic content was posted
• 18:56
  was at nearly 19,000,000 subscribers.
• 18:59
  This decision was not received very well and many social media
• 19:03
  users. Felt as if David.
• 19:05
  Was trying to limit the attention directed towards the
• 19:07
  situation On top of this many. Viewers called it a.
• 19:11
  Non apology, noting that. David refused to take.
• 19:14
  Accountability. For the part, he.
• 19:15
  Played in these allegations. As a result, David tried to
• 19:19
  save. Face again.
• 19:20
  He posted a 7 minute and 16 second.
• 19:22
  Apology video. On his main channel the
• 19:24
  following week in it. He follows the typical.
• 19:27
  Formula of the. Apology for an apology.
• 19:29
  Video acknowledging where he went wrong initially and
• 19:32
  promising to do better, he said he quote.
• 19:35
  Fully believes. The woman who came out against
• 19:37
  Dom and although he originally got consent to.
• 19:40
  Post it he. Should have never done.
• 19:41
  So David also. Addressed his problematic
• 19:44
  content, which included jokes about racism, ableism, sexism
• 19:48
  and sexual assault. And it was cowardly of me to say
• 19:51
  in my last apology that I missed the mark.
• 19:55
  Because it's fucking gross. Many viewers.
• 19:57
  Acknowledge that this apology. Was better.
• 20:00
  Meanwhile, some noted that he was careful not to implicate
• 20:03
  himself, and others claimed that it was not the.
• 20:06
  Viewer's place to accept his apology.
• 20:08
  But rather the victims. That being said, David.
• 20:11
  Has never been able to fully bounce back from the situation,
• 20:15
  even though he continues to post content mostly on Snapchat, many
• 20:19
  social media users. Can't look past.
• 20:21
  His cancellation and subsequent attempts to rectify the
• 20:24
  situation. Interestingly though, there are
• 20:27
  some creators. Who have been able.
• 20:29
  To work past cancellations and problematic apology videos.
• 20:33
  One example is Tana Mojo. Tana has had to issue countless.
• 20:38
  Apologies throughout her career. In 2020, however.
• 20:41
  She posted a video titled. A long overdue apology in which
• 20:45
  she talked about the many mistakes she's made and her
• 20:47
  prior lack of accountability. I want to apologize from the
• 20:50
  bottom of my heart for being such a big part of canceled
• 20:53
  culture for the entirety of my career.
• 20:55
  I don't deserve a platform if I continue to act in such a
• 20:58
  gaslighting and irresponsible manner, and I'm so sorry for how
• 21:01
  long I've done that. In the video, she specifically
• 21:04
  apologized. For attending a party.
• 21:05
  That broke social. Distancing rules and she
• 21:08
  responded to accusations of racist microaggressions by.
• 21:11
  Youtubers Colin. Barry and simply Nessa.
• 21:14
  Hoping to showcase her. Commitment to changing her.
• 21:16
  Behavior, she also. Said that she planned to donate
• 21:19
  to the N double. ACP.
• 21:20
  Feeding America and pandemic of love Tana did receive.
• 21:24
  Backlash for the apology. Some users claimed that her.
• 21:27
  Delivery was robotic. And the whole.
• 21:29
  Video was over edited. That being said, she has managed
• 21:32
  to move past it unlike Colleen. David, this could be.
• 21:36
  Put down to the nature of the scandal itself, where Tana's
• 21:39
  situation was way less publicized than Colleen and.
• 21:41
  David's controversies. But there is something to be
• 21:44
  said about Tana's brand. There is no denying that Tana's
• 21:47
  career has been marked by conflict and cancellations.
• 21:51
  Ranging from Tana Con, her controversial reality show, and
• 21:54
  several friendship feuds. Her problematic persona has come
• 21:58
  to define her brand so much. So that her podcast is literally
• 22:02
  called cancelled. This has Hey Tana, a polarizing
• 22:06
  figure in the digital world. Ironically, this very persona
• 22:09
  has. Helped her through.
• 22:10
  Various missteps throughout her career, whether facing
• 22:13
  cancellation or posting a questionable apology video.
• 22:17
  Due to her. Reputation Internet users didn't
• 22:20
  hold her to the same high standards as more unproblematic
• 22:23
  figures like David and Colleen, making her missteps seem less
• 22:27
  severe. The same applies to creators
• 22:30
  like Shane Dawson, who experienced a much more dramatic
• 22:33
  fall from grace than long time controversial.
• 22:35
  Figures like Jeffrey Star. And finally we come to the non.
• 22:40
  Apology. Apology video.
• 22:42
  This is exactly what it sounds like when a creator chooses not
• 22:46
  to take a scandal seriously and instead makes light of the
• 22:49
  situation occasionally. This approach is acceptable, but
• 22:53
  of course this. Depends on the nature of the
• 22:55
  controversy, however, considering how much influencers
• 22:58
  rely on on audience. Support.
• 23:00
  It's quite bold. Of them to take this approach
• 23:02
  Michaela. Naguera is the perfect.
• 23:04
  Example of this situation after Lashgate when Michaela angered
• 23:08
  fans with a shady. Review of the L'Oreal
• 23:10
  telescopic. Lift washable mascara.
• 23:13
  The TikTok star. Returned to the platform without
• 23:15
  addressing the situation. Instead of apologizing, Michaela
• 23:19
  posted a Valentine's Day makeup. Tutorial I'm.
• 23:22
  Sure, we all know. Why?
• 23:24
  We've all gathered. Here today.
• 23:29
  The TikTok star. Went on to share a step by step
• 23:32
  makeup look. Mikayla's lack of response has
• 23:34
  received a mixed reception from her followers, with some
• 23:37
  praising. The TikTok star.
• 23:39
  For refusing to give into the drama, Others were disappointed
• 23:42
  in Mikayla for not taking the situation seriously.
• 23:44
  As misleading sponsorships are technically against the law,
• 23:48
  it's not entirely surprising that Mikayla didn't apologize
• 23:52
  since it. Was a paid.
• 23:53
  Opportunity. She probably couldn't address
• 23:55
  the situation without violating her contract.
• 23:58
  Moreover, considering the fast-paced nature of Internet
• 24:00
  culture, influencers often anticipate that another scandal
• 24:04
  will soon emerge, diverting attention away from them.
• 24:07
  All in all, it's clear that influencer apologies don't
• 24:11
  usually. Go over well, but this begs the.
• 24:14
  Question. Does a perfect apology actually.
• 24:17
  Exist and what makes? For a successful apology video,
• 24:21
  we can look to. Three separate examples.
• 24:23
  Of well received apology videos. To draw some conclusions, one
• 24:28
  video that garnered widespread acclaim was Jenna marbles
• 24:31
  apology video in 2020. In this video, titled a message,
• 24:35
  she announced her decision to take a break from her popular
• 24:38
  YouTube channel amid questions surrounding racially insensitive
• 24:41
  content in her past videos. While many creators have found
• 24:45
  themselves in similar situations to Jenna Seth Cohen for.
• 24:48
  For Forbes highlights. What set Jenna's apology apart?
• 24:51
  Quote Marbles didn't just issue an.
• 24:53
  Apology. Her brief video also addressed
• 24:55
  specific. Videos and explains why the
• 24:57
  videos demand an apology. In doing so, she did what many
• 25:00
  others failed to do, own her mistakes.
• 25:03
  While Internet users had concerns about Jenna's past
• 25:06
  content, she didn't face nearly as much backlash as figures like
• 25:10
  Shane Dawson and. Jeffrey star, however, her.
• 25:13
  Decision to take more proactive measures helped her appear more
• 25:16
  genuine and apologetic. Another apology.
• 25:19
  That had a. Fairly positive reception was.
• 25:21
  Joshua, David. Evans when he.
• 25:23
  Appeared as part of. Swoop's documentary covering the
• 25:26
  allegations against Colleen Ballinger.
• 25:28
  Last year, Joshua sat. Down for a lengthy interview to
• 25:31
  address. The part he.
• 25:32
  Played in his ex wife's problematic.
• 25:34
  Career history. He was extremely forthcoming
• 25:37
  with Swoop as he spoke about his experience with Colleen and how
• 25:40
  he enabled her toxic and inappropriate relationship with
• 25:43
  fans in. Addressing the part that.
• 25:45
  He played in creating and enabling Colleen's inappropriate
• 25:48
  content. Which is geared towards.
• 25:49
  Audiences aged 13 to 21, Joshua claimed he would quote, chime in
• 25:54
  every now and then with his opinion and ask Colleen if she
• 25:57
  was sure she wanted to post. Certain videos, Joshua.
• 26:00
  Went on to explain how Colleen manipulated him into being quote
• 26:04
  very complicit. Over the.
• 26:06
  Course of their relationship, he also admitted that he.
• 26:08
  Agreed to participate. In inappropriate videos because
• 26:11
  he knew it would help his own. Career as a creator.
• 26:14
  When pressed by. Swoop about why Joshua felt it
• 26:17
  was OK to foster close relationships with Colleen.
• 26:20
  'S young fans primarily via messaging apps, he said.
• 26:23
  Quote It felt innocent at the time and that he had normalized
• 26:26
  these interactions in his mind because he believed he was
• 26:29
  simply going along for the ride. Quote.
• 26:31
  Looking back on it I would say what the hell were you doing
• 26:34
  though? Internet users did have.
• 26:36
  Problems with the way he characterized the situation.
• 26:39
  They were proud of him for speaking out and believed this
• 26:42
  interview displayed true accountability.
• 26:44
  While many influencers have tried to be transparent about
• 26:47
  their mistakes, not all have been received.
• 26:49
  Positively what set Joshua apart from other creators?
• 26:53
  Was that his actions didn't seem career driven or like an attempt
• 26:57
  to exploit the situation. Joshua hasn't posted on YouTube
• 27:00
  in two years, so his response felt more like an effort to
• 27:04
  clear his name and validate the victims.
• 27:07
  Finally, another notable example.
• 27:09
  Of a well regarded. Apology video was James
• 27:12
  Charles's No More lies during the by sister scandal.
• 27:15
  In May 2019, James uploaded a follow up to his original video.
• 27:19
  Tati this new 42 minute. Video addressed every.
• 27:23
  Claim made by Tati and Jeffrey Star against him ranging from
• 27:27
  the sugar. Bear hair.
• 27:28
  Situation Two allegations of manipulating a straight man's.
• 27:31
  Sexuality despite facing. Many allegations since then.
• 27:36
  His video was well received due to the level of.
• 27:38
  Detail that James provided and the evidence he presented
• 27:42
  indicating a genuine concern for the situation, even though it of
• 27:46
  course did seem a little bit driven by.
• 27:49
  His desire for clouds. Nevertheless, the video helped
• 27:52
  restore James's reputation, at least at that time.
• 27:55
  All of this being said, it's worth noting that the. 3
• 27:58
  creators we've discussed are all white, while their apologies
• 28:01
  were well received. It's important to recognize that
• 28:04
  black. Creators, especially black.
• 28:06
  Women are often held to higher standards.
• 28:08
  They often. Have to work twice as hard to
• 28:11
  receive. Half as much appreciation and
• 28:13
  acceptance when they find themselves at the center of a
• 28:16
  scandal. So all of this leaves us with a
• 28:19
  couple of. Questions in the.
• 28:21
  Era of cancel culture. Can influencers effectively
• 28:24
  apologize? And can an influencer?
• 28:27
  Apology ever actually be. Sincere when so much is on the
• 28:31
  line for them. I think a common misconception
• 28:34
  about Internet users, especially Gen.
• 28:36
  Z is that they never. Forgive but this.
• 28:39
  Is not the truth. The Internet loves when someone
• 28:42
  gives an effective apology and subsequently changes for the
• 28:46
  better. But where so many creators go
• 28:48
  wrong? Is step.
• 28:50
  One the effective apology to make.
• 28:52
  An effective apology. I'm going to quote something
• 28:54
  from Z feed. Quote a good apology.
• 28:57
  Has four important elements and they are non negotiables. 1
• 29:00
  Acknowledge. What hurts or harm?
• 29:02
  Caused. Two, take responsibility for the
• 29:05
  harm. Causing actions 3.
• 29:07
  Express regret or remorse. And four, offer to make amends
• 29:11
  in a tangible way for public. Apologies, be specific about.
• 29:15
  Who has been harmed by what you've said or done?
• 29:18
  And address it to them. Directly it shows.
• 29:20
  More ownership and feels more meaningful than making a blanket
• 29:24
  story statement. The thing is, we.
• 29:26
  As followers of creators, we like to feel heard.
• 29:29
  So if we feel like we've. Helped make change in a person
• 29:33
  that. We follow that will go over well
• 29:35
  for a creator, but where a lot of creators.
• 29:37
  Go wrong is quite. Literally.
• 29:39
  Step one. They don't properly address.
• 29:41
  What they did wrong and they don't properly explain why it
• 29:45
  was wrong and who they hurt and that.
• 29:47
  Could partly be. Because they actually don't want
• 29:49
  to be apologizing and they don't really think that they did
• 29:52
  anything wrong and they don't really understand why everyone
• 29:55
  is so mad at them. On that note, can influencer?
• 29:57
  Apologies ever really be. Sincere when they have so much
• 30:01
  on the line. I would say in in most
• 30:03
  instances. Both, yes.
• 30:05
  And no, I think we as audiences. We need to be OK with the fact
• 30:10
  that if we get a good influencer apology, that also.
• 30:15
  Will have. Benefits to the.
• 30:16
  Creator and their career. Two things can be true.
• 30:19
  Right. A creator.
• 30:20
  Can be genuinely sorry while also trying to save face and
• 30:24
  save their career. So in that case I don't know if
• 30:28
  the comments about influencers just trying to save.
• 30:30
  Their careers, you know, or the. Backlash around and apology
• 30:34
  videos in general. Is always fair, but again,
• 30:38
  apologies. And accepting apologies.
• 30:40
  That's all so subjective. Where I think we need to be.
• 30:43
  Careful. And I think Internet.
• 30:45
  Users are very good at this is. Identifying when somebody has a
• 30:49
  repeated pattern of behavior. Like Jeffrey Star.
• 30:52
  And then comes on camera every few years and.
• 30:54
  Apologizes for that behavior. And then keeps repeating it.
• 30:57
  I think that's safe to say that they are not sorry.
• 31:00
  So for all its flaws. One of the best things to come
• 31:04
  out of cancel culture is influencer apologies.
• 31:07
  Though attempting to hold creators accountable certainly
• 31:10
  can go overboard at times, the intention behind these attempts
• 31:13
  is rooted in good Whether we want to believe that they're
• 31:16
  sincere or not, it's important that the people that we platform
• 31:20
  the people. That we give power to the
• 31:23
  people. That we pay millions of dollars
• 31:25
  to. It's important that they have
• 31:27
  someone to answer to. Infinite.
• 31:30
  Scroll is a podcast. Written, produced and presented
• 31:33
  by I'm Me, Lauren Meisner for Centennial World.
• 31:36
  Additional research and reporting is by Annabelle Ben
• 31:38
  David editing is by Danny Fennick.
• 31:41
  Thank you so much for listening. I love you guys and I will talk
• 31:44
  to you next week. Bye.