Lessons From The Becki Jones x Vinted Collab

I’m back for my first blog of 2025 – and picking up the topic of influencers. It caught my attention recently that TikTokker Becki Jones (who side note, I bloody love) has been collaborating with Vinted.

With engaging with her videos, however, also comes the inevitable hate train that follows her. And so, it also came up on my FYP that trolls had been digging and found out that she has a plethora of negative reviews for not sending items out.

Whilst dredged up by people who have nothing better to do, it did get me thinking about the genuine people who may have been influenced by her campaign and headed to her Vinted to look at her items. Most sellers on Vinted are influenced by a sellers reviews, and as first impressions go – this doesn’t leave a great one.

Which got me thinking – should Vinted have done more to screen her as an influencer?

Why It’s Important To Check, And Check Again

Though working with an influencer with a huge following will certainly get people talking about a brand; it does also help to have a quality > quantity mentality when it comes to influencer marketing.

You want your influencers to be great brand ambassadors, and when your chosen content creator has been slammed repeatedly for not sending items – what impression does that give customers about Vinted?

Ultimately, I think it shows they may be prioritising fame over customer care – and reputation is so important for these platforms. Ones that rely on the trust of the everyday consumer.

Not only this, but with the regrettable hate that Becki seems to attract, it’s plunged Vinted into those negative conversations too. What should have been a light-hearted, inspiring campaign has given trolls yet another reason to churn out hate.

It shouldn’t happen, but it does, and brand’s should be aware of this.

What About Duty of Care?

This also got me thinking of the duty of care a brand has when working with an influencer. Of course, Becki makes her own decisions. But, the collaboration has subjected her to another degree of crappy comments and people commenting on her weight because of the size of the clothes she has listed.

It may be a personal thing, but as someone who works with influencers often, I’d hate to think I’d be opening anyone I work with up to firing line.

Lessons To Be Learned

For me, the takeaway here is that if you’re working with a high-profile influencer, you need to check more than their engagement rate and follower count. You need to evaluate how well this person is going to represent your brand, and the key messages you want to communicate.

Vinted already have some great ambassadors on social media, people who genuinely use the app frequently and use it well. Instead of focusing on big numbers, it would be great to see them engage with creators that are genuine users of the brand; so that their audience can be genuinely engaged too.

It serves as a good reminder that follower counts aren’t everything, and that brands should definitely consider a creator’s audience too – and how likely they are to be influenced by collaborative content.

And to sign off, this is in no way coming for Becki Jones. She is so awesome and I’m fan of her authentic content. The abhorrent hate she garners is absolutely inexcusable. Unfortunately, where there is popularity – there will always be those praying on people’s downfalls too. It shouldn’t be this way but it is.

Thank you as always for reading and for supporting me, and always happy to continue the conversation on my socials. Read my other blogs here whilst you wait for the next one.