Is TikTok bringing beauty drama back?
TikTok seems to be grabbing the spotlight with a recent feud that’s got everyone talking. 😱
Last week, a beauty product drama unfolded, putting the platform in the Dramageddon zone. 🌋
The spark that ignited the feud
Here’s the lowdown:
The founder of Illusion Bronze blasted influencer Mikayla Nogueira in a TikTok video, accusing her of not reviewing his product as promised.
He claimed this supposed oversight cost him a hefty $10,000.
But this wasn’t a typical influencer-brand partnership gone sour. 🤢
A friendly exchange turned sour
Matthew Stevens, the man behind Illusion Bronze, initially reached out to Mikayla as a fan and small business owner seeking a beauty product review.
Mikayla, a top-10 ranked makeup creator collaborating with big names like CVS and L’Oreal, didn’t immediately review the self-tanner.
They reconnected over the holidays, and Mikayla assured him a review was coming.
Riding on this promise, Stevens invested $10K in inventory, expecting a sales boom.
But when Mikayla didn’t post right away, Stevens vented his frustration online. (Mikayla responded, and Stevens doubled down on his rant.)
💡 Pro tip: Always make sure you know how to get endorsements.
What can we learn from the drama?
Here are the lessons we can glean from this drama:
👉 Short-term gains vs. long-term strategy:
Stevens’ approach seems to be leveraging TikTok’s rage culture for quick gains. But as any seasoned business strategist knows, short-term wins often don’t translate into sustainable success.
👉 Echoes of YouTube’s past:
This scenario mirrors the playbook of YouTube’s beauty community of the 2010s, where feuds were a tactic to drive growth. But history shows us such strategies often backfire.
👉 The importance of formal agreements:
For brands and influencer marketers, this is a crucial reminder: without an influencer marketing contract and compensation, creators aren’t obligated to post.
Relying on luck or unpaid collaborations is a risky marketing gamble.
With a net worth estimated at $7 million by Forbes, Mikayla’s brand is a business unto itself.
Just as one wouldn’t expect a contractor to work for free, the same principle applies to content creators. Favours are not a foundation for a business strategy. 😶
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