Mynd, responsible for gossip profiles, goes offline after the death of a young woman

The Mynd website, the agency responsible for 34 gossip profiles, has been offline since Tuesday (2). The agency’s CEO, Fátima Pissara, also has her Instagram account closed to just followers. A her account on platform X (formerly Twitter) can no longer be found either.

The content was removed after Mynd Digital Banking profiles, such as Garoto do Blog and Alfinetadas dos Famosos, were identified by digital influencers, such as Daniel Penin, as those responsible for distributing content that would have led Jéssica Vitória Canedo, 22 years old, to commit suicide. Penin’s video on YouTube had more than 1.5 million views by 2 pm this Wednesday (3).

Wanted by People’s Gazettethe Civil Police of Minas Gerais, which is handling the case, did not want to confirm whether these pages were being investigated and only stated that they would provide information at the end of the investigation.

The profile of Choquei, who was a partner of Mynd and claims to have no longer had a relationship with the agency since 2022, confessed to having published false news about the case. With more than 27 million followers on social media, the false content distributed by Choquei claimed that Jéssica Vitória was involved with comedian Whindersson Nunes. Per note, the page also stated that Raphael Sousa, responsible for the profile, gave a statement to the Civil Police. Jéssica’s case brought to light information about the functioning of an influence system on social networks, which relies on Mynd actions.

Mynd8 Gossip Profiles Has 150 Million Followers

According to Spotniks from Canal UOL, one of Mynd’s projects, called Banca Digital, is responsible for managing large gossip profiles such as Fuxiquei, Fofoquei, Gina Indelicana and Alfinetei. In total, there are 34 profiles that make up Digital Banking, which together have 150 million followers.

In addition to reaching the public through gossip pages, Mynd is also responsible for advertising artists such as Pabllo Vittar, Gil do Vigor, Luisa Sonza and Deolane Bezerra. Among the agency’s clients are companies such as Americanas and Magazine Luiza. The role of Digital Banking and its gossip pages is to highlight agency artists. This way, artists also improve their reach on the networks, which adds value to their advertising work. With Mynd’s clients being more sought after for the sale of advertising products, the agency’s profit becomes even greater.

The reach of managed profiles and gossip pages with media outlets allows Mynd to make brands, topics and influencers viral. The work is questioned due to the anonymity of profiles and the payment for content that reaches social media users without it being clear that it is advertising.

Influence on political debate

Also according to Spotniks, the agency would have used this power to generate cancellations, including in political debates, using fake news. In May 2023, the People’s Gazette showed the reach of pro-Lula profiles that spread fake news by linking improvements in the economy with the current president.

Another example is the campaign that encouraged 16-year-olds to get their voter registration card, cited by Spotniks. In it, several influencers linked to Mynd posted on their social networks the importance of participating in the electoral campaign. The Spotniks video also showed how the PT had access to these influencers, considered “digital leaders”, during President Lula’s campaign.