Latest / Mini Scroll / MINI SCROLL: ClearDea influencer gifting situation, Vanity Fair's Unwell exposé + MrBeast makes YouTube history

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MINI SCROLL: ClearDea influencer gifting situation, Vanity Fair's Unwell exposé + MrBeast makes YouTube history · Mini Scroll

• 0:00
  Coming up today on Mini Scroll, the clear DIA influencer dinner
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  controversy, Vanity Fair's unwell expose raises more
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  questions around Alex V Alex, and Mr. Beast makes YouTube
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  history. Hi everyone, welcome to Mini
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  Scroll, the daily Internet culture podcast bringing you the
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  biggest stories from social media, the creator economy and
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  the digital space. Every Monday through Thursday
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  and sometimes Fridays. I'm your host Lauren Meisner,
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  the founder of the Australian youth digital media brand
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  Centennial World. Welcome back to mini scroll
• 0:36
  everyone. We are no longer Manil Scroll.
• 0:39
  I hope you all had a great weekend.
• 0:41
  We had such a crazy weekend. OK, so I put this on a community
• 0:45
  tab on YouTube when we first opened the account, but about 3
• 0:49
  1/2 weeks ago we opened a TikTok account for mini scroll.
• 0:52
  So for the mini scroll podcast and the strategy behind that
• 0:56
  account is I, I post the full stories in vertical format on
• 1:01
  that account. So sometimes the stories are
• 1:03
  like 5 minutes long, sometimes they're 10, sometimes they're 15
• 1:06
  or 20 or 25 minutes long and I'm just posting the entire full
• 1:10
  stories. I don't edit anything else.
• 1:13
  It literally is just like what shows up on mini scroll.
• 1:15
  I just make that vertical so the same visuals and everything pop
• 1:18
  up at the same time. It's just in vertical format.
• 1:20
  OK. The reason why I started doing
• 1:22
  that is because I knew I wanted to have like more TikTok
• 1:25
  presents. We have our main account.
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  It's more of like a brand portfolio.
• 1:29
  It's where we do branded content and stuff like that.
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  But but I wanted something that would help drive more audience
• 1:35
  to our podcast, which is something we used to have a lot.
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  TikTok was a great traffic driver for us in the earlier
• 1:41
  days. And then I think people just got
• 1:43
  over podcast clips on TikTok and we kind of changed our strategy
• 1:46
  a bit. ANYWAYS.
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  And all that to say, I have noticed that recently creators
• 1:50
  are posting increasingly longer videos.
• 1:52
  And when they do that, they actually tell audiences how to
• 1:56
  consume that content. So I've noticed a couple videos
• 1:59
  on my For You page where it's a long video and the creator will
• 2:01
  literally like write on screen, listen to this video like a
• 2:04
  podcast. So when I saw that, I thought,
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  OK, these are videos that are doing well.
• 2:08
  They have lots of views, lots of engagement.
• 2:10
  People are like listening to what the creator is prompting
• 2:13
  them to do. And that makes sense, right?
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  Like there's such little differentiation now between like
• 2:18
  a long form platform and a short form platform at this point.
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  Anyways, So I decided to put these full stories every day on
• 2:25
  the TikTok account, the new mini skull TikTok account.
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  And we reached 5 million views over the weekend.
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  And this is not from like 1 viral video.
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  Like we have tons of videos that have like hundreds of thousands
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  of views. The one that I posted on
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  Saturday, actually, it does have 1.3 million views I think at
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  this point. So that one's gone like pretty
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  viral. But yeah, it's actually been so
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  wild. I think we're going to hit
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  10,000 followers like maybe today or tomorrow.
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  Like it's so crazy. So all of that to say, welcome
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  to all of our new listeners because we've had so many
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  comments, like thousands of comments from people saying that
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  they're so excited they found this podcast and they're going
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  to Spotify to listen to it or to YouTube to listen to it.
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  So we have so many like new mini scroll listeners now just
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  because of this TikTok account that I opened like 3 1/2 weeks
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  ago. So welcome everyone.
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  I'm so excited to have you guys. And for all of the OG listeners,
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  please comment down below. Give them some love, welcome
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  them to the mini scroll community because yeah, it's
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  really exciting. All right, let's get into the
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  stories for today. So the first story that I have
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  for you guys today is I'm going to cover the Michi versus Claire
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  Dia influencer dinner gifting controversy that has been going
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  on over the past few days. OK so Mitchie is a New York City
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  based creator. She has over 160,000 followers
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  on TikTok and she largely posts about her lifestyle routines and
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  also working in tech. So she's not a full time
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  influencer. A few days ago, she attended an
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  influencer dinner with Clear Dia Clear Dia is AK Beauty skin care
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  brand and they are about to launch an Ulta.
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  So this is a big PR mom for the brand and that is what this
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  dinner was celebrating. So Mitchie went to this event
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  and then she made this video. She didn't share the brand's
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  name in this video, but she made a story time about how she was
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  the only influencer at this event that did not receive a
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  gift, which was like the goodie bag gift.
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  So when you go to brand events as media or an influencer, you
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  typically leave with a goodie bag.
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  So usually will have like the brand product in it, but
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  sometimes it will also have other things like so sometimes
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  you might get those little like influencer like Tiktok mics or
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  you might get, I don't know, like something a little bit more
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  like elevated to say thank you for coming and like basically,
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  please post about the brand. So the goodie bag gift for this
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  particular brand event was a Louis Vuitton passport holder.
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  And in her video she called the situation an influencer
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  humiliation ritual. She also said she was recording
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  the reveal and then she was asked by a follower on this
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  story time video to upload the footage of her reveal if she had
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  the footage. So she did that.
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  So she posted the story time and then she responded to a
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  commenter and posted a follow up video, which is now deleted.
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  And her story time, by the way, is also deleted.
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  And in the video, you can see her eyes are closed and she's
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  waiting for this like, big reveal.
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  And the brand allegedly asked creators to close their eyes.
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  They were like hyping up this like, luxury gift.
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  They asked influencers to close their eyes and film their
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  reactions to this big reveal. So that's what Michie was doing.
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  And then when she opened her eyes, there was nothing there in
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  front of her. She had a card with her name on
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  it, but there was no gift. And everyone else around her had
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  a gift. So of course, how embarrassing.
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  And like, like I said, I want to emphasize she did not name the
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  brand at this point, OK? However, people obviously
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  figured out what brand it was, what event she was at, and they
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  started spamming the comments. Now, in Michie's original story
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  time, she did say that she flagged the situation with the
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  brand on the evening and that they kind of like brushed her
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  off. They told her not to worry about
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  it and she said she didn't get an apology on that evening.
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  Now the brand left these two comments on her videos quote.
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  Oh no, I think there was a misunderstanding.
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  We were only able to make a reservation for 20 people at the
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  restaurant and there were three of us from the Clear Dia team.
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  We invited 17 guests and prepared exactly 20 gift sets in
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  case anyone brought a guest. Because the three of us were
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  carrying all of the gifts and Clear Dia kits ourselves, some
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  of the items were stored in one of the team members backpack and
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  we simply couldn't find them at the time.
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  We actually discovered them after the event ended, and of
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  course we fully intended to give them to everyone.
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  I'm really sad that it came across the wrong way.
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  I think there may have been a miscommunication yesterday and
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  I'm so sorry for the confusion. We truly prepared them for all
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  our guests and would never intentionally leave anyone out.
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  And then they followed up. This event was especially
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  meaningful to us because Clear DIA was first introduced to the
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  US through influencers last year, and that journey
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  eventually LED us to launching at retail.
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  We've always considered influencers to be our customers
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  as well, which is why we wanted to express our gratitude to
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  those who supported us from the very beginning.
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  The gift was never meant to just be a giveaway.
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  We chose the passport holder because our hope is for Clear
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  Dia to be more than a passing trend, to be a brand that stays
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  with you through different moments of life, accompanying
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  your journey along the way. I'm truly sorry for the
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  misunderstanding. Like I said, Mitchie's two
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  videos, her initial 2 videos have been removed, have been
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  deleted. However, before she deleted
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  those videos, the brand commented these things and then
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  the the brand actually deleted these comments apparently before
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  she even like had privated or deleted her videos.
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  And people online have said that they remove these comments
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  because users were pointing out that they didn't really make a
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  lot of sense. Like they didn't really clarify
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  a lot of Mitchy's points. OK so then a creator named Grace
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  who was at the event made a video defending the brand
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  basically saying that Mitchy was a + 1 and that the brand tried
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  to make it right with her behind the scenes.
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  So Grace is friends or has some type of relationship it seems
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  with the brand owners. She did say she knows them and
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  she also cries in this video, which implies that she has
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  obviously a very personal connection to the brand.
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  So she shared screenshots that show that she was the reason why
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  Michie was invited to the event in the 1st place because she
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  sent the invite to a friend and she said to that friend would
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  you and Michie be down to come? So I think that was her showing
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  or trying to like quote UN quote prove that Michie was like a + 1
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  and then she has deleted this video.
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  But here are some of the snippets that I could still
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  find. I know some people are asking.
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  Why have they not made a public statement like her silence is so
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  loud Language barrier. They are trying their best.
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  They have been using chat for a few of the responses just
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  because English is not their first language.
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  And that's why they're deleting it because they start to realize
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  like, oh, this message was not good enough.
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  And you know, whatever they say, they're gonna still get hate.
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  Like I most likely will get a lot of negative comments on my
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  video, which is OK because I'm just speaking from my experience
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  as well from all my conversations with them.
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  Like they were planning to reach out to her.
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  They feel very apologetic and it was a genuine mistake.
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  It was not intentional and they weren't trying to steal their
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  own gifts. Some people are coming out here
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  saying that employees wanted to keep the gifts for themselves.
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  Like it's just, and from all my conversations with them, they
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  were honestly just trying to prioritize privately, make it up
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  to her. Those efforts were sufficient.
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  I still think context is very very important here because some
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  of the people who are in the comments and DMS are saying you
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  didn't do anything to make it right to her, but the brand did
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  try. I'm getting into the part that
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  really concerned me and the reason why I wanted to speak out
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  on this. I think there's a difference
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  between holding a brand accountable and then also
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  assuming a malicious intent. Based on everything I witnessed
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  as an attendee and also knowing the team behind Clear DIA, there
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  was no malicious intent or calculation or the desire to
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  exclude anyone. There already were some people
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  who were like Mitchie was putting this brand and on blast
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  like being a mean girl vibes. But then with Grace's video,
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  that narrative flipped a little bit.
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  Like there still are. This is a very divided topic.
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  I would say it's still a very like divided story but people
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  felt like OK maybe Mitchie was like leaving things out of her
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  story to get views and clout. But then Gray started posting
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  certain things in her comment section that made users like
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  side eye why she would get involved.
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  So she posted a screenshot in her comment section of the
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  definition of public humiliation as a way to discredit Michie for
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  saying she felt publicly humiliated.
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  And then she responded to somebody saying this is exactly
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  my point. Your frustration is so valid
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  based on the info that Michie shared.
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  But because Michie also didn't give some additional context,
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  you are also missing context. I have so many screenshots ready
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  to go that unfortunately patiently hold Mitchy
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  accountable as well. But it's exhausting and I do not
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  want to go that route. And then Grace apparently went
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  on TikTok live after this and was like going after Mitchy is
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  what people in the comments have said.
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  I couldn't find any recordings of that.
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  So that is very much like hearsay.
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  But apparently she did make a TikTok live according to, I
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  don't know, users who are in the comments.
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  Hi guys. Another pick up.
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  I saw that the brand issued an Instagram story about this
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  situation and they essentially explained in this Instagram
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  story that it was due to internal miscommunication and
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  poor execution on our part. Now Michi has made a couple
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  follow up videos. She explained the brand has
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  since reached out and apologized and offered to send her the
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  gift, but she declined. Long-awaited update.
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  Now that I'm done with work, I have so much ground to cover so
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  I'm going to try to talk really fast.
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  Top of the agenda that I really want to emphasize.
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  Please do not blame my friends at the table.
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  They are completely blameless. I'm seeing a lot of comments
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  asking why they didn't stand up for me and when the chaos and
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  all the excitement of the unboxing wore down and more of
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  my table start to realize what had happened that I didn't
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  receive the gift, they were just as confused as I was.
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  One of the girls at the table also insisted that I take her
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  gift, which really speaks to her heart and her character.
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  So please please please do not use as an opportunity to witch
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  hunt and leave mean comments. They deserve to enjoy the gift.
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  It was very intentional in my part to not mention what the
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  brand was like. This was never meant to be a
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  dogpile on the brand. I feel so much love and support.
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  Honestly. Like overwhelmed and shocked at
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  how hard you guys are riding for me.
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  But please don't think that you have to leave mean comments on
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  the brand's pages in order for me to feel your love and
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  support. I also want to say they did send
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  me an apology today and they did offer to send me the gift to
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  make it right. I know a lot of you guys want to
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  see me receive the gift, and I hope you understand where I'm
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  coming from when I say that I kindly turn them down on that
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  offer. OK.
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  And then clearing up the like plus one thing somebody asked
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  her in the comment section of one of her follow up videos,
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  wait, it's not clear. Were you invited or were you a +
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  1? And then Mitchie responded, I
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  was invited through their agency, but for some reason
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  another influencer at the event is claiming I was just a plus
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  one, perhaps their personal friend of the brand.
• 12:25
  Nonetheless, it's such classic influencer elitist behavior.
• 12:27
  I'm honestly not surprised by it.
• 12:30
  So I really don't know what's going on here because in the
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  text messages that Grace showed, she does explain to the person
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  that she is texting like this is an influencer event.
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  Do you and Mitch, you want to come?
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  I would also argue that naming an influencer saying like do you
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  and X want to come instead of like hey, do you want to come
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  and you can bring plus one and it can be anyone but you know,
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  actually like naming the person and them also being an
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  influencer. Like I don't know if that
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  qualifies as a + 1. I actually don't know if that
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  proves anything. I think it just proves that she
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  thought of Mitchie and she extended the invite to her
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  through someone else. Now, despite declining the gift,
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  the kind of final piece of this is Mitchie appears to have
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  received it regardless because her most recent video is her
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  doing a giveaway of the Louis Vuitton passport holder.
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  And in the video, she knows that there is like a small monogram
• 13:19
  of the brand name in the corner, so she is giving it away to one
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  of her followers. I have been to events where
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  there are not enough gifts, like not enough goodie bags, not
• 13:31
  enough gifts. I've also been to events where
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  only the invited influencer gets a gift, but if they were allowed
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  to bring a plus one, their plus one doesn't get a gift.
• 13:42
  And I think that's wrong. I don't think that's what
• 13:44
  happened here. I do believe that they misplaced
• 13:46
  the gift and that is like literally every PR marketing
• 13:50
  girlie's worst nightmare. And apparently they were like
• 13:53
  running around all dinner like trying to find it.
• 13:55
  Which I fully believe. But I can also understand why
• 13:57
  Mitchy felt humiliated, felt slighted and also believed that
• 14:01
  maybe she was just left out. Because like I said, I have been
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  to events like that. My belief is if you were going
• 14:07
  to let people bring a + 1, then they should also be gifted
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  whatever you are gifting the invited influencer or media
• 14:14
  personality. Like I think everybody needs to
• 14:16
  get a gift or nobody gets a gift or there's just no plus ones.
• 14:20
  And I do think if the brand had handled this better on the
• 14:23
  night, then Mitch, you wouldn't have made her initial video,
• 14:26
  right? Like, I think while I do believe
• 14:29
  that there probably were enough gifts for her and that they were
• 14:32
  like running around panicking trying to find it because that
• 14:35
  stuff can happen. Like eventing, it's a very
• 14:38
  stressful space. Like, I get it.
• 14:40
  But if they had addressed it better on the evening and been
• 14:43
  like, I am so sorry, we do have a gift for you.
• 14:46
  We just cannot find it. Like this is so embarrassing.
• 14:48
  We need to make it right for you.
• 14:49
  Like whatever, Like on the evening.
• 14:51
  If there had been some type of apology and that kind of stuff,
• 14:55
  then like Mitchie wouldn't have made that video probably.
• 14:57
  All right. The next story that I have for
• 14:58
  you guys today is the latest Unwell expose by Vanity Fair has
• 15:03
  sparked some fan theories about Alex V Alex.
• 15:06
  So over the weekend, Vanity Fair released an investigation into
• 15:09
  the Unwell Network, and it largely centered around how Alex
• 15:12
  Cooper's husband, Matt Kaplan, is essentially a toxic boss.
• 15:16
  I'm going to be honest, I don't think there was anything like
• 15:19
  particularly new or groundbreaking in this piece.
• 15:23
  The one thing that did make me go like was the article talks
• 15:28
  about Matt being possibly kind of like flirty with staff and
• 15:34
  alleges that while the reporter was writing the piece, Vanity
• 15:37
  Fair received a legal letter from an attorney repping Alex
• 15:40
  and Matt and unwell and it read quote.
• 15:42
  If the story so much as suggests any sexual impropriety on Mr.
• 15:46
  Kaplan's part, I will make it my life's mission to ensure Vanity
• 15:50
  Fair's days are numbered. So there are some people who are
• 15:54
  like, well, if there is nothing to suggest related to that type
• 15:58
  of behavior, then why would Vanity Fair receive a letter
• 16:02
  like this? However, what this piece has
• 16:06
  brought forward is more speculation about the Alex V
• 16:09
  Alex stuff in terms of Alex Earl's awaited retaliation.
• 16:13
  So as we know, Alex Earl was reposting shady stuff about Alex
• 16:18
  Cooper for quite a while and then Alex Cooper publicly
• 16:21
  challenged Alex Earl to basically give us AT and like
• 16:23
  get specific about what happened between the two of them instead
• 16:26
  of just like sub posting stuff. And then Alex Earl commented on
• 16:29
  that video saying OK on it. Now, that was in April, and we
• 16:33
  haven't heard anything from Alex about Alex Cooper since.
• 16:36
  And people were like, OK, she's chickened out.
• 16:40
  There's actually nothing. So now with this Vanity Fair
• 16:43
  piece, and like there's been several of them that have come
• 16:45
  out right since that situation. The running theory now is that
• 16:50
  all of these exposes about the Unwell Network are being like
• 16:53
  puppeteered by Alex Earl's team because they've all started
• 16:57
  coming out since the Alex V Alex stuff.
• 17:00
  And because she said, OK, I'm getting on it.
• 17:03
  And then all of a sudden these exposes have started coming out.
• 17:06
  People are like, well, maybe that was her version of getting
• 17:09
  on it. Now she doesn't have to like
• 17:11
  dirty her hands in there. She doesn't need to be the one
• 17:12
  to like make a get ready with me TikTok and explain what
• 17:15
  happened. She can just kind of like leak
• 17:17
  information and stuff like that to different outlets and get all
• 17:21
  of this negative press about the unwell network.
• 17:25
  Personally, I don't know if I subscribe to that theory.
• 17:28
  I think it's more that Alex Earl is saving her side of the story
• 17:32
  for her Netflix show. And I believe the reason that
• 17:35
  these exposes have all started is because there was so much
• 17:37
  like spotlight and public interest on Alex V Alex.
• 17:41
  And it's like media outlets essentially capitalizing on that
• 17:45
  virality. But let me know if you guys
• 17:47
  believe that theory. It is like a running theory.
• 17:49
  I've seen all weekend on TikTok. People are talking about it.
• 17:52
  All right. And the last story that I have
• 17:54
  for you guys today, Mr. Beast, my OP, he has hit 500 million
• 18:01
  subscribers. So in June 12th, Jimmy
• 18:03
  Donaldson, known as Mr. Beast, became the first individual
• 18:07
  creator to reach 500 million subscribers on YouTube.
• 18:12
  His closest competitor remains T Series, which is an Indian music
• 18:15
  and film channel with around 312 million subscribers.
• 18:19
  And I'm pretty sure it was T Series and PewDiePie, right?
• 18:21
  It was PewDiePie. I think that we're like, in that
• 18:23
  race for what was it hitting 100 million subscribers?
• 18:27
  I think it was. Anyways, Mr. Beast has very much
• 18:30
  surpassed that. So he marked this milestone with
• 18:33
  a live stream where he had over 600,000 people watching him and
• 18:38
  on the live stream, he essentially replayed some of his
• 18:40
  first videos and like relived that content.
• 18:43
  He said, quote, I shouldn't have half a billion subscribers.
• 18:46
  Like statistically I shouldn't. They say it takes 10,000 hours
• 18:49
  to master something. I think 10,000 hours is too
• 18:52
  little. I think it takes 100,000 hours
• 18:54
  to master something and I'm probably like 60 to 70,000 hours
• 18:57
  deep on making YouTube videos. You know what, I agree with you
• 19:01
  there Mr. Beast, I agree with you.
• 19:04
  As somebody who has been doing this business for definitely
• 19:08
  more than 10,000 hours for the last 6 1/2 years, I can tell you
• 19:13
  I do not feel like I have mastered it at all.
• 19:17
  I feel like being a business owner, it really changes your
• 19:19
  perspective on like mastery and achievement and success.
• 19:23
  So I actually agree with him there.
• 19:25
  And while he is my OP, Mr. Beast and friends, they are my OP.
• 19:28
  This is like the one thing that he wants right?
• 19:30
  Like Mr. Beast only cares about virality.
• 19:33
  He only cares about big ass numbers.
• 19:35
  He does not care about quality content.
• 19:38
  He does not care about storytelling.
• 19:40
  And when I say quality content, it's not that his videos are not
• 19:42
  well produced. They are, but they are
• 19:44
  completely optimized for virality.
• 19:47
  Like if that type of content no longer did well, he would just
• 19:52
  change his strategy, right? So that he is constantly
• 19:54
  optimizing for views. And I think looking at the type
• 19:57
  of content that Mister Beast makes is an interesting
• 20:00
  indicator of like where the creator economy is right now, at
• 20:04
  least for like Jen Alpha and like really young Jen said.
• 20:08
  Because this Tube Filter report claims that about 40% of his
• 20:12
  total audience are people between the ages of 13 and 17.
• 20:17
  So his audience, which we already knew is very, very
• 20:19
  young. And I think looking at the type
• 20:22
  of content that he makes and how viral he has become as like a
• 20:26
  personality, it really shows you like where we're at because he
• 20:30
  almost makes, I would say in some instances, Mr. Beast's
• 20:34
  content now, like his current content is like a couple steps
• 20:38
  away from Slop. But Slop gets the views, Slop
• 20:41
  gets the numbers. And if that's what you care
• 20:43
  about, then by all means, he's a giant success.
• 20:47
  Anyways, guys, that's it for mini scrolls today.
• 20:50
  Thank you so much for listening. I love you guys.
• 20:52
  Please remember to rate, review and subscribe.
• 20:54
  Please Spotify star rate US. It helps us so much.
• 20:56
  It helps us grow. And I will talk to you guys
• 20:59
  tomorrow. Bye.
• 21:00
  Centennial World podcast network operates on Gadigal land.
• 21:03
  We would like to acknowledge the Gadigal of the Eora Nation, the
• 21:06
  traditional custodians of this land, and pay our respects to
• 21:10
  elders both past and present.