Reel Sleuth

1. Introduction

Welcome to Reel Sleuth ("Reel Sleuth," "the Service," "we," "us," or "our"). Reel Sleuth is a Software-as-a-Service (SaaS) web application provided by Middle Middle, LLC. It is designed for real estate agents to browse the performance of other publicly available real estate agents' Instagram Reels videos, leveraging data from a manually curated list of agent accounts. We aim to surface actionable insights and benchmarking data, helping agents with research, content creation, lead generation and brand presence.

This Privacy Policy describes how Middle Middle, LLC collects, uses, shares, and protects your personal information when you use our Service. It also describes your choices regarding use, access, and correction of your personal information. This policy applies to all visitors, users, and others who access the Service ("Users").

By using Reel Sleuth, you agree to the collection and use of information in accordance with this policy.

2. Information We Collect

We collect information to provide and improve our Service to you. The types of information we collect are:

2.1. Information You Provide Directly

Account Information: When you register for an Up Top Social account, we collect information such as your name, email address, password, and potentially your company name, brokerage affiliation, or other professional details.
Payment Information: If you subscribe to a paid tier of our Service, Stripe will collect and process your payment information, including billing address and payment card details. We do not directly store your full payment card information.
Communications: If you contact us directly (e.g., via email for support, feedback), we may collect your name, email address, phone number, the content of your messages and/or attachments, and any other information you choose to provide.
User Content: Any information or content you voluntarily submit or post to the Service (e.g., custom lists, notes).

2.2. Information We Collect Automatically

Technical and Usage Information: When you access or use our Service, we automatically collect certain information, which may include:
- Log Data: Your Internet Protocol (IP) address, browser type and settings, operating system, device information (type, identifiers), referring/exit pages, date/time stamps.
- Usage Data: Information about how you interact with our Service, such as features used, pages viewed, links clicked, search queries, time spent on pages, and other actions.
Cookies and Similar Tracking Technologies: We use cookies (small text files placed on your device) and similar technologies (e.g., web beacons, pixels, scripts) to collect information about your browsing activities, to operate and improve our Service, personalize your experience, and for analytics. You can control the use of cookies at the individual browser level. For more details, see Section 8 "Cookies and Tracking Technologies."

2.3. Information from Third-Party Services (Regarding Instagram Reels Data)

Public Instagram Reels Data: The core functionality of Reel Sleuth involves the analysis of publicly available Instagram Reels videos from real estate agents.
The data we collect and process from these public Reels includes (but is not limited to):
- The video content (the Reel itself).
- Publicly available engagement metrics (e.g., likes, comments, shares, saves).
- Publicly available view counts.
- The creator's public follower count (at the time of data collection).
- Publicly available captions, hashtags, and audio information associated with the Reels.
- Publicly available publishing dates and times.
Important Note: This data is collected exclusively from public Instagram profiles. We do not access, attempt to access, or process data from private Instagram accounts or any non-public information from Instagram. The agents whose Reels are analyzed are generally not direct Users of Reel Sleuth (unless they also separately sign up for our Service). The purpose of processing this public data is to provide aggregated analytics and insights to our Users.

3. How We Use Your Information

We use the information we collect for the following purposes:

To Provide, Maintain, and Improve our Service:
- Operate and manage your account.
- Process your subscriptions and payments.
- Deliver the features and functionalities of Reel Sleuth, including surfacing actionable insights and benchmarking data from public Instagram Reels.
- Analyze usage trends to improve the Service, develop new features, and enhance user experience.
To Communicate with You:
- Send administrative information, such as updates to our terms, conditions, and policies.
- Respond to your comments, questions, and requests, and provide customer support.
- Send you service-related announcements (e.g., maintenance, security alerts).
- Send marketing communications (if you have opted-in), such as newsletters, special offers, and information about new products or services. You can opt-out of these at any time.
For Analytics and Research:
- To understand how our Service is used, to help agents optimize content, save research time, and identify trends to potentially drive lead generation and enhance brand presence.
- To compile aggregated statistics about Service usage.
For Security and Fraud Prevention:
- To monitor for and prevent fraudulent or unauthorized activity.
- To enforce our Terms of Service and other policies.
- To protect the rights, property, or safety of Middle Middle, LLC, our Users, or others.
To Comply with Legal Obligations:
- To comply with applicable laws, regulations, legal processes, or governmental requests.

4. Lawful Basis for Processing Personal Information (for EEA/UK Users)

If you are an individual in the European Economic Area (EEA) or the United Kingdom (UK), we collect and process information about you only where we have legal bases for doing so under applicable EU and UK laws. The legal bases depend on the Services you use and how you use them. This means we collect and use your information only where:

Contractual Necessity: We need it to provide you the Service, including to operate the Service, provide customer support and personalized features, and to protect the safety and security of the Service (e.g., to fulfill our obligations under our Terms of Service with you).
Legitimate Interests: It satisfies a legitimate interest (which is not overridden by your data protection interests), such as for research and development, to market and promote the Service, and to protect our legal rights and interests. For processing publicly available Instagram Reels data, our legitimate interest is to provide our subscribers with valuable market insights and competitive analysis tools.
Consent: You give us consent to do so for a specific purpose (e.g., for marketing communications).
Legal Obligation: We need to process your data to comply with a legal obligation.

If you have consented to our use of information about you for a specific purpose, you have the right to change your mind at any time, but this will not affect any processing that has already taken place.

5. Disclosure of Your Information

We do not sell your personal information. We may share your information in the following circumstances:

Service Providers: We share information with third-party vendors, consultants, and other service providers who perform services on our behalf. These may include:
- Stripe (payment processing provider)
- Vercel (cloud hosting and infrastructure provider)
- Supabase (database infrastructure provider)
- Posthog (analytics provider)
These providers are contractually obligated to protect your information and are restricted from using your personal information for any other purpose than to provide services for us.
Business Transfers: If Middle Middle, LLC is involved in a merger, acquisition, financing due diligence, reorganization, bankruptcy, receivership, sale of company assets, or transition of service to another provider, your information may be sold or transferred as part of such a transaction as permitted by law and/or contract. We will notify you via email and/or a prominent notice on our Service of any change in ownership or uses of your personal information, as well as any choices you may have regarding your personal information.
Legal Requirements: We may disclose your information if required to do so by law or in the good faith belief that such action is necessary to:
- Comply with a legal obligation, subpoena, or court order.
- Protect and defend the rights or property of Middle Middle, LLC.
- Prevent or investigate possible wrongdoing in connection with the Service.
- Protect the personal safety of Users of the Service or the public.
- Protect against legal liability.
Aggregated or Anonymized Data: We may share aggregated or anonymized information that does not directly identify you with third parties for research, marketing, analytics, or other purposes.
With Your Consent: We may share your information with third parties when we have your explicit consent to do so.

6. Data Security

We implement reasonable administrative, technical, and physical security measures designed to protect the security of any personal information we process. This includes measures like encryption, access controls, and secure software development practices.

However, please remember that no method of transmission over the Internet, or method of electronic storage, is 100% secure. While we strive to use commercially acceptable means to protect your personal information, we cannot guarantee its absolute security. You are also responsible for maintaining the secrecy of your unique password and account information.

7. Data Retention

We will retain your personal information for as long as your account is active or as needed to provide you the Service and to fulfill the purposes outlined in this Privacy Policy. We will also retain and use your information as necessary to comply with our legal obligations, resolve disputes, enforce our agreements, and for legitimate business purposes.

Publicly available Instagram Reels data is collected and updated periodically. Older or less relevant data points may be archived or removed from active analysis in accordance with our data management policies.

8. Cookies and Tracking Technologies

We use cookies and similar tracking technologies to track activity on our Service and hold certain information.

What are cookies? Cookies are small data files stored on your hard drive or in device memory that help us improve our Service and your experience, see which areas and features of our Service are popular, and count visits.
Types of Cookies We Use:
- Essential Cookies: Necessary for the Service to function and cannot be switched off in our systems.
- Performance and Analytics Cookies: Allow us to count visits and traffic sources so we can measure and improve the performance of our site.
- Functionality Cookies: Enable the website to provide enhanced functionality and personalization.
- Targeting/Advertising Cookies: May be set through our site by our advertising partners to build a profile of your interests and show you relevant ads on other sites such as Google, Facebook, and Instagram.
Your Choices: Most web browsers are set to accept cookies by default. If you prefer, you can usually choose to set your browser to remove or reject browser cookies. Please note that if you choose to remove or reject cookies, this could affect the availability and functionality of our Service.
Do Not Track: Some browsers offer a "Do Not Track" ("DNT") signal. We do not currently respond to DNT signals, as there is no industry-standard for DNT.

9. Your Data Protection Rights

Depending on your location and applicable data protection laws, you may have certain rights regarding your personal information:

Right to Access: You can request access to the personal information we hold about you.
Right to Rectification: You can request that we correct any inaccurate or incomplete personal information.
Right to Erasure (Right to be Forgotten): You can request that we delete your personal information, subject to certain exceptions (e.g., where we need to keep the information to comply with a legal obligation).
Right to Restrict Processing: You can request that we restrict the processing of your personal information in certain circumstances.
Right to Data Portability: You can request a copy of your personal information in a structured, commonly used, and machine-readable format, and to have it transferred to another controller where technically feasible.
Right to Object: You can object to our processing of your personal information where we are relying on a legitimate interest as our legal basis.
Right to Withdraw Consent: If we are processing your personal information based on your consent, you have the right to withdraw your consent at any time. This will not affect the lawfulness of processing based on consent before its withdrawal.
Right to Opt-Out of Marketing Communications: You can opt-out of receiving promotional emails from us by following the unsubscribe instructions in those emails or by contacting us.
Right to Lodge a Complaint: You have the right to lodge a complaint with a supervisory authority if you believe our processing of your personal information infringes applicable data protection law.

To exercise any of these rights, please contact us at hey@reelsleuth.com. We will respond to your request within a reasonable timeframe and in accordance with applicable law. We may need to verify your identity before processing your request.

Regarding Public Instagram Data: The Instagram Reels data we process is publicly available. If you are a real estate agent whose public Reels are analyzed by our Service and you wish for your public data not to be included, you would need to adjust your Instagram account's privacy settings to "Private." Reel Sleuth only analyzes data from public accounts.

10. Children's Privacy

Our Service is not intended for or directed at individuals under the age of 13 (or a higher age threshold as required by applicable law in your jurisdiction, e.g., 16 in some parts of the EEA). We do not knowingly collect personal information from children under this age. If we become aware that we have collected personal information from a child without verification of parental consent, we will take steps to remove that information from our servers. If you believe that we might have any information from or about a child, please contact us.

11. Third-Party Links and Services

Our Service may contain links to other websites or services that are not operated or controlled by us (e.g., links to Instagram profiles, Scrape Creators' website). This Privacy Policy does not apply to these third-party services. We encourage you to review the privacy policies of any third-party service before providing any information to or through them. We are not responsible for the privacy practices of these third parties.

12. International Data Transfers

Your information, including personal data, may be transferred to — and maintained on — computers located outside of your state, province, country, or other governmental jurisdiction where the data protection laws may differ from those in your jurisdiction.

If you are located outside the United States and choose to provide information to us, please note that we transfer the data, including Personal Data, to the United States and process it there.

Your consent to this Privacy Policy followed by your submission of such information represents your agreement to that transfer. Middle Middle, LLC will take all steps reasonably necessary to ensure that your data is treated securely and in accordance with this Privacy Policy and no transfer of your Personal Data will take place to an organization or a country unless there are adequate controls in place including the security of your data and other personal information (e.g., by using Standard Contractual Clauses approved by the European Commission or other appropriate safeguards).

13. Changes to This Privacy Policy

We may update this Privacy Policy from time to time. We will notify you of any changes by posting the new Privacy Policy on this page and updating the "Effective Date" at the top. We may also provide notice of material changes through the Service or by sending you an email notification.

You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page. Your continued use of the Service after any modification to this Privacy Policy will constitute your acceptance of such modification.

14. Contact Us

If you have any questions, concerns, or comments about this Privacy Policy or our data practices, please contact us: hey@reelsleuth.com