Latest / Mini Scroll / MINI SCROLL: Evry Jewels influencer collab gone wrong & TikTok to launch Instagram rival photo app

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MINI SCROLL: Evry Jewels influencer collab gone wrong & TikTok to launch Instagram rival photo app · Mini Scroll

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  Hi everyone, Welcome to Mini Scroll, the daily Internet
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  culture podcast bringing you the biggest stories from social
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  media, the creator economy and the digital space.
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  Every Monday through Thursday. I'm your host, Lauren Meisner,
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  the founder of the youth digital media brand Centennial World.
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  Welcome back to Mini Scroll, so I'm going to just jump right
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  into it. I have no updates for you guys
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  today. I have not watched any TV in the
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  last couple days, so let's just get right into it.
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  So the first story that I have for you guys is that the TikTok
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  popular jewelry company, Every Jewels has called out an
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  influencer for allegedly backing out of a collab.
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  So Every Jewels is a popular jewelry brand on TikTok shop
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  that grew to over 1,000,000 followers for selling really
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  trendy pieces that look similar to jewelry that you might find
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  on fast fashion sites like Amazon or Sheehan.
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  At the end of March, the founder of Every Jewels posted a TikTok
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  on the brand account. That said, quote when your
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  jewelry brand signs a contract with an influencer to design a
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  piece together last year and then you order and receive all
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  the inventory and also inform their team about it.
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  But she recently blew up and calls off the collab, so now
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  you're out money and stuck with all the pieces.
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  She went on to post a series of videos on the brand account
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  explaining the situation, saying that the process of
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  manufacturing the jewelry for this collab took longer than
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  expected, but the influencers initials are all over the
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  pieces, so now she can't sell those pieces.
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  She did not name the influencer, but in one comment she said she
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  might drop the name if the video got 1,000,000 views.
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  This tipped people off that the whole story might be slightly
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  off. The main 3 guesses as to who the
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  influencer could have been are Tara Yummy, Alex Earl, and
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  Brianna Chicken Fry. Every Jules did respond to a
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  comment that guessed Brianna saying it wasn't her, but they
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  did also insinuate that Brianna ghosted the brand when they were
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  in the process of working on a collab together.
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  So now a couple weeks on. The brand of course never
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  actually revealed who the influencer was, despite saying
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  they might if the video hit 1,000,000 views and these videos
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  got millions of views. The owner said that she was
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  advised against going public with the name by her legal team
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  and instead will be dealing with the influencer privately, which
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  in my opinion is probably what should have happened from the
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  start. So this has led to speculation
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  that the whole thing was just a hoax for virality basically at
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  the influencers expense. And like I said, we don't know
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  who the influencer was, if there even is an influencer, If this
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  is just all made-up, who knows. But obviously, Tara, Alex and
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  Brianna, I'm sure are getting tons of comments, possibly tons
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  of hate for, you know, this kind of viral moment for this jewelry
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  brand that if it is the truth, if this all did really happen,
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  this absolutely should have been handled behind closed doors.
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  Like taking it to TikTok as a business feels very
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  unprofessional. And I think we see a lot of
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  consumers take to TikTok to call out brands or businesses or
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  corporations when they don't treat them well.
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  And I see that as completely different to a brand taking to
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  TikTok to call out an influencer.
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  I think especially in this situation, she did say contracts
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  were involved. So that leads me to believe that
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  it's possible that this collab has to still come out or, you
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  know, maybe the contract wasn't ironclad enough to kind of
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  protect them, which is, of course another possibility.
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  But this whole whole situation really reminds me of the Marlena
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  Stelle, Jacqueline Hill situation.
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  So Jacqueline was supposed to do a collab with Makeup Geek years
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  ago, and it just never came to fruition.
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  And then years later, Marlena Stelle like basically explained
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  what happened in a video. Jacqueline was a friend and they
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  started production on the makeup, like the palette that
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  they were going to launch together prior to Jacqueline
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  signing the contract. And Jacqueline just kept pushing
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  the contract off and then eventually she had, you know,
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  presumably a better opportunity with Morphe and told Marlena,
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  like, I'm not going forward with this.
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  I'm moving in a different direction.
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  And I think that's probably something similar to what
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  happened here if this whole story is true.
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  But I think that's just business.
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  Like I can tell you guys from the perspective of a business
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  owner, how many times over the last four years we have been
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  like this close to signing huge deals with huge brands and they
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  end up saying last minute, oh we've changed the campaign
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  direction or we've pulled the budget for this and we're
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  allocating it somewhere else like that happens.
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  And so I think influencers, we need to remember that they are
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  businesses as well. It doesn't make it ethical.
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  No, of course. And when you're on the receiving
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  end of that, it's like horrible. You know, there's been one major
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  deal that was a six figure deal that we almost got over the line
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  in our second year and we were literally making plans with what
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  we would do with that money. Thank God we didn't action any
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  of those because it actually just didn't go through.
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  So it's very heartbreaking when that happens.
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  So I imagine from a business owner perspective this whole
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  situation would have been really upsetting.
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  But I think at the end of the day like taking to TikTok as a
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  brand like this, basically it's almost like calling out another
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  business, calling out another brand cause at the end of the
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  day an influencer is another brand like you can't, you can't
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  do that. It's just it's I don't know this
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  whole situation is just really icky and you know everybody
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  calling out the different influencers that they think and
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  tagging them like this is just ended up being this big pile on
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  situation. And now today I saw that the
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  brand every jewel it's got verified on TikTok and you know
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  the founder was celebrating and they made a post about it.
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  So take that how you will, but it's just not sitting right with
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  me or a lot of people. A lot of people are feeling like
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  this whole situation has just been handled really poorly.
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  All right? And the next story that I have
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  for you guys today is that Tiktok is getting ready to
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  launch an Instagram rival app. So over the past few days, some
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  Tiktok users have been getting pop up notifications saying that
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  the company is launching, quote, a new app for photo posts.
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  The app will be called Tiktok Notes and any photos already
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  posted to Tiktok by a user will automatically be shared to
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  Tiktok Notes. You can actually turn this
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  feature off, but if you don't then your photos that you've
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  posted on TikTok will go to TikTok Notes.
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  It's kind of reminding me of what Meta did with threads,
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  where it was like it just transferred all of your
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  followers over and your bio and your verification and all of
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  that. So in relation to this, a TikTok
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  spokesperson told Tech Crunch Quote As part of our continued
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  commitment to innovating the TikTok experience, we're
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  exploring ways to empower our community to create and share
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  their creativity with photos and text in a dedicated space for
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  those formats. I think this is going to be
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  really interesting because young people already think that
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  posting on Instagram is cringe, and I'm interested to see if
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  this app takes off with Gen. Z, Gen.
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  Alpha because it doesn't have that cringe association that
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  Instagram does for them. Like, even though it's kind of,
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  I assume, going to be a very similar platform, it has a more
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  authentic association because it's associated with TikTok.
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  So I think it's a possibility that this could become genuinely
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  A rival brand. Although we saw Bytedance try
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  and launch a rival to Pinterest a few years ago and that just
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  went nowhere. It's called Lemonade and
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  everybody was writing about it and talking about it at 1st, and
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  I actually wrote a story about how it was going to go nowhere.
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  And where is Lemonade now? Nowhere.
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  Anyways guys, that's all the news that I have for you today
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  in an episode that was short and sweet, but the last two were
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  kind of bigger and giving you guys content updates and all of
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  that. But thank you guys so much for
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  listening to Mini Scroll. Please remember to rate, review
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  and subscribe. It means so much to me.
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  I love you guys so much and I will talk to you tomorrow.
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  Bye.