Xiaxue’s done it again. Also known by her real name Wendy Cheng, one of Singapore’s top ‘influencers’ (basically someone with tons of website and social media traffic) has written a huge post shaming Gushcloud, the blogger network rivalling her own, Nuffnang. 

According to the 30-year-old, she had taken a year to gather all the evidence needed to write the story, and even started a fake company SG Private Trainers, as a trap for Gushcloud executives. 

It’s a relatively massive blog post, but an eye-popping one considering the controversy the recent Instagram Rapture has stirred. You should know what’s in it — especially if you’re in the ‘influencer’ industry — so here’s a summary. 

Xiaxue claims that: 
 

1. Gushcloud is inflating its earnings to the media

Using a 2012 The Straits Times article and financial reports purchased from ACRA as references, Xiaxue ‘proved’ that the Gushcloud was making out their earnings to be more than they actually were. 
 

2. Gushcloud practises masking ads with their bloggers

In a nutshell, Xiaxue says bloggers managed by Gushcloud are allowed, if not encouraged, to write advertorials passed off as honest editorial content. She apparently deduced this not just from observations, but also from setting up Gushcloud executives using her fake training business.
 

3. Gushcloud lies about bloggers’ stats 

The controversial blogger even went so far as to buy ads from Gushcloud’s bloggers so she could track the traffic and compare it to the company’s figures. 

4. Gushcloud buys YouTube views and subscriptions

Xiaxue herself admits it’s almost impossible to track and prove this activity, but presents her case in logic anyway. 
 

5. Gushcloud’s recent fancy office revamp was sponsored

Apparently, the new Gushcloud office with its “OOTD wall”, mosaic tiles and themed rooms was sponsored by several renovation companies, two of which worked on Xiaxue’s home. She says that in exchange, they were given sponsored content worth $450, hardly a worthy amount. 

Done with your Christmas prep? Feel like picking at something, someone, anything? Here’s the full post. 
 

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