Hi, this is Amanda Perelli and welcome back to Insider Influencers, our weekly rundown on the business of influencers, creators, and social-media platforms. Sign up for the newsletter here.
In this week’s edition:
A 21-year-old OnlyFans model is suing Unruly Agency and Behave Agency, companies that manage social-media accounts for influencers.
The lawsuit names both Unruly and Behave as defendants and claims they engaged in the “sexual exploitation of young women though time-tested methods of coercion, control, humiliation, and abuse.”
Unruly, the more well-known of the two, works with a slew of top social-media stars including Tana Mongeau and Daisy Keech on managing their OnlyFans accounts.
Here are some takeaways from the lawsuit:
The lawsuit alleges the defendants distributed fully nude content on her public OnlyFans “main page” without her permission.
The suit claims the defendants changed her OnlyFans payment settings so her earnings went to their bank accounts instead of hers.
When the model told the defendants that she no longer wanted to work with them, they “threatened financial ruin and even legal action” against her, the suit claims.
Behave said in a statement to Insider that “the lawsuit makes numerous false allegations and claims” that are “completely unfounded.” Behave’s statement also claimed “Unruly Agency is not involved in this matter and appears to have been incorrectly named in the complaint.” Unruly did not respond to multiple requests for comment.
Bryan Whitman, a TikToker with 3.7 million followers, posts videos of himself ranting in his Tesla.
And one of his rants has now prompted a defamation lawsuit.
My colleague Sydney Bradley reported that a car wash in Orlando is suing Whitman, alleging “long-term economic harm.”
Here’s a breakdown:
Whitman posted a series of six TikToks about his experience at the Sparkling Image car wash in Orlando, Florida (owned by Wash Depot).
He claimed the car wash had been deleting reviews on its page and said the business should be “shut the f— down.”
A few weeks later, the business sued Whitman, alleging defamation.
Wash Depot’s suit alleges he has done “long-term economic harm” to the company that is “expected to exceed the sum of $1,000,000.” The suit also alleges “$100,000 in business interruption losses.”
Whitman’s legal rep said the influencer plans to countersue, though nothing has yet been filed.
“Bryan relayed his less than satisfactory experience with ‘Sparkling Image’ online including several TikTok videos,” Whitman’s legal representative told Insider. “In retaliation for being exposed, ‘Sparkling Image’ filed a lawsuit against Bryan that included an alleged claim for defamation. Bryan denies the claims against him as baseless and unsupported by the facts.”
James “Darker4Serenity” Curtis is an ASMR
streamer who plays “Apex Legends.”
He started livestreaming in April 2018 and now has more than 27,000 followers.
My colleague Michael Espinosa spoke with Curtis who broke down how much money he earns in a typical month.
Here’s how much money he earned during the month of May, which Insider verified with documents he provided:
Twitch advertising and subscription revenue: $1,581
Donations on Twitch: $144
YouTube advertising revenue: $19
TikTok’s new “Spark Ads” allow marketers to promote user-generated videos through its ad portal.
The product lets brands apply demographic targeting, including age gating, to influencer posts.
My colleague Dan Whateley spoke with a marketer who said Spark Ads had cost him 40% less than standard TikTok ads to achieve the same conversion goals.
Here are a few takeaways about Spark Ads:
Advertisers can now apply age targeting to influencer posts so they’re marketed to specific group of age-appropriate users.
Spark Ads is primarily being used as an add-on to existing influencer-marketing campaigns, said Anish Dalal, the CEO of the marketing firm Sapphire Apps.
Most brands are paying influencers for the use of their content in Spark Ads, Dalal said. But some creators have been willing to do it for free in hope that they’ll gain followers by having their videos and accounts pushed out to more users.
More influencer industry news:
Gaming and esports
Chart of the week:
TikTok hashtag of the week:
Every week, we highlight a top trending hashtag on TikTok, according to data provided by Kyra IQ.
This week’s hashtag: OlympicSpirit
The percentage uptick for the last 7 days: 9,759%
This uptick is centered around the Olympics starting.
Here’s what else we’re reading and watching:
And before you go, check out the top trending songs on TikTok this week to add to your playlist. The data was collected by UTA IQ, the research, analytics, and digital strategy division of United Talent Agency.