Latest / Mini Scroll / MINI SCROLL: Brands return to cinematic social, Rowi Singh x Chappell Roan + Madelyn Cline's prince charming

Transcript

MINI SCROLL: Brands return to cinematic social, Rowi Singh x Chappell Roan + Madelyn Cline's prince charming · 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 and sometimes Fridays.
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  I'm your host, Lauren Meisner, the founder of the youth digital
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  media brand Centennial World. Welcome back to Mini Scroll,
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  everyone. All right, I have no updates for
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  you guys. So as always, Please remember to
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  rate, review and subscribe. Please Spotify star rate US.
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  We're trying to get to 1000 Spotify star ratings by the end
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  So please Spotify star rate US, leave us an ale review,
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  subscribe to us on YouTube, all that good stuff.
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  I'll write. The first story that I have for
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  you guys today comes from a piece by Rachel Carton, who is a
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  social media consultant and also the author of the Link in Bio
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  newsletter. In her newsletter and a recent
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  post on LinkedIn, Rachel pointed to a new trend among branded
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  content on social media that I wanted to talk about.
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  She noted that there seems to be a shift toward quote cinematic
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  short form content. She mentions reformation as an
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  example. Earlier this week, the brand
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  released a short film style content on the likes of
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  Instagram and Tiktok. The film is called Followed and
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  starring Nora Smith, and it pretty much pokes fun at her
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  entire public persona. And the brand also premiered the
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  short film in theaters with creators and attendance in both
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  New York and LA. So they really made this a
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  thing. Understandably, the ad was well
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  received, with most of the top comments on Tiktok being very
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  favorable to the brand. While Reformation is the most
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  recent brand to post this type of content, Rachel Carton notes
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  other examples she writes. Quote Earlier this year,
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  fragrance brand Fern rolled out Pink Sky at night across their
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  social channels. A short film featuring Billy Nye
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  Grant shared The Perfect Summer Getaway, a movie that they
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  released in scenes across platforms.
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  Burberry rolled out a series of seven films inspired by British
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  ROM coms. Vera Bradley partnered with
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  actor Devin Sawa for a short film titled The Most Perfect
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  Couple. Rachel's main theory as to why
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  this is becoming such a trend on social media is because it
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  signifies A pendulum swing away from the reliance on TikTok
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  trends and iPhone camera shot content that has driven
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  marketing online for brands for, you know, the past several
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  years. Quote brands felt like they had
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  to post iPhone videos to be social first.
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  They relied on quick turn TikTok trends to sell their story.
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  We're starting to see the pendulum swing back an
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  interruption in the iPhone pattern.
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  The goal of social is to breakthrough and an NEC of same
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  story stands out. Ever gets engagement, commitment
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  to the bit breaks through the Wes Anderson and narrator voice
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  trends have likely helped usher in this new cinematic era.
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  Importantly for a younger consumer, this might be the
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  first time they're seeing social marketing that's original and
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  considered. I also think this signals a
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  difference between Gen. Z and millennials as like the
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  prominent generation that is creating culture online.
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  I say this all the time and consulting.
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  But unlike millennials who like we loved when a brand was like
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  our best friend, like we are the target demo for those like
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  social first brands that were like, hey, babe and you know,
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  like, hey bestie, hey diva, hey girl, whatever.
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  Gen. Z doesn't like that.
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  It feels so forced. They're under no impression that
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  a brand is their friend. And therefore I think seeing
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  this kind of move away from like, very quote UN quote, like,
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  I'm going to say it's like fake authentic, right?
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  It's like, it's like attempted relatability from like a
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  corporation to just leaning into the fact that, yeah, like some
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  of these brands have ginormous marketing budgets.
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  And why don't we just lean into that and spend the money and
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  create something really cool and original with a story behind it?
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  I understand why it's hitting OK.
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  The next three that I have for you guys, I need to talk about
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  how Australian beauty creator Rowie Singh has been Chapel
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  Rone's makeup artist lately. So this is a bit of a news
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  story, but it has gotten a little bit of traction in the
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  Australian influencer community. And I thought it was really cool
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  because I followed Rowie for literally years.
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  But yes, Rowie has been quite popular in the beauty community,
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  especially in Australia for a while now.
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  She became known for her maximalist and vibrant makeup
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  looks and her fashion. She has over 460,000 followers
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  on Instagram and almost 300,000 followers on TikTok at the time
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  of recording. She initially went viral for the
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  way that she incorporated her culture into her makeup looks.
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  As Danny Maher reported for Harper's Bazaar last year quote,
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  those hundreds of looks and more with which she experimented
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  found their way onto her Instagram, and eventually one of
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  her posts went viral for a very specific reason.
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  She had incorporated customary Indian bindis in a non
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  traditional way. Commenters praised her creative
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  blending of modern makeup and heritage, and the post became a
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  turning point for her, not only growing her following
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  exponentially, but inspiring her to tap into and connect with her
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  culture. So yesterday, Rowie posted an
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  Instagram of Chapel Roan revealing that she had done her
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  makeup for night 2 in New York City on the Visions of Damsels
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  and Other Dangerous Things tour, which is a series of pop up
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  shows. Chapel has been performing at
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  festivals across Europe and now in cities across the US.
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  On TikTok, she posted a video of Chapel writing your favorite
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  artist, favorite makeup artist, which is obviously, you know, a
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  reference to Chapel's billing herself as I'm your favorite
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  artist, favorite artist. The top comment on Rowie's
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  TikTok is I feel incredibly parasocial right now.
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  Congrats to my close friend Rowie.
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  That's how I feel. It's so cool.
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  Like it's really cool to see somebody that you have followed
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  for this many years and just get to live out such a huge
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  accomplishment, a huge dream like this.
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  She's always maintained such creativity, such a strong sense
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  of herself in her content and in her career, like this entire
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  time. And it's just so cool.
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  Like seeing an Australian influencer, a woman of color,
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  like, slang so hard for possibly you could argue one of the
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  biggest stars at the moment. Like one of the biggest pop
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  stars at the moment. It's so cool.
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  I'm so parasocial right now too. OK.
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  And the last story that I have for you guys is there are
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  romance rumors swirling about Madeline Klein.
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  So Madeline Klein has sparked romance rumors with Prince
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  Constantine Alexius of Greece and Denmark after the two were
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  spotted together. OK, pop off.
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  She gets a Prince. It seems that these rumors have
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  come from a Dumois exclusive where the account posted blurry
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  pictures of the two getting quite close at a bar in New York
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  City. Take everything with a grain of
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  salt when it comes to Dumois, but if it's an exclusive, I
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  think that usually means it's planted by the PR team.
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  Adding fuel to the fire, Prince Constantine Alexios also seemed
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  to post a picture on his Instagram Stories of a woman who
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  looked like Madeleine. These pictures were enough for
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  users to take the alleged romance and run with it.
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  And although it should be noted that neither Madeleine nor this
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  Prince have made a formal statement about the rumors, but
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  many social media users and fans of Madeleine are very excited
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  for her regardless. Especially because people have
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  become quite parasocial about her and her relationships over
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  the years. For context, we know she dated
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  her Outer Banks Co star Chase Stokes, and then she did go on
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  to be romantically linked with Pete Davidson and Zac BIA.
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  Everyone has been linked to Zac BIA, so honestly I don't really
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  count that, but not everyone has been linked to a Prince.
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  So I hope this is not APR relationship because this would
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  be such a vibe. All right, guys, well, that's it
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  for mini scroll today. Thank you so much for listening.
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  I love you guys. Please remember to rate, review
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  and subscribe Spotify star rate US and there will be a deep dive
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  tomorrow. I have to get editing.
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  Oh my God, there will be a deep dive tomorrow.
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  I can't guarantee what time it's going to go up at, but it's
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  coming. OK, bye.