Fashion bloggers can make a lot of money simply by posing in specific outlets on Instagram. Models are no exception.
A recent interview in Harper's Bazaar talked with the blogger behind the Instagram We Wore What, Danielle Bernstein. Companies pay Bernstein anywhere from $5,000 to $15,000 to post an Instagram with their product. The blogger went on to say that once she reaches 1 million followers, she can charge a lot more per shot.
With 300 million users on Instagram, companies are investing heavily in photo-geared marketing strategies via the app.
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It should come as no surprise then that, as Racked has reported, Storm Model Management, an agency based in London, has begun listing its models' social media presence in order to garner a larger paycheck.
the bays in @freepeople A photo posted by by Danielle (@weworewhat) on May 30, 2015 at 11:06am PDT
Storm is adding real-time social media statistics to their models' biography pages. For example, if you go to Storm Model Management and search two of its more prominent models: Behati Prinsloo or Carla Bruni, you can see how many Instagram, Twitter, and Facebook followers/likes they have, underneath more traditional data like height and shoe size.
@tommyhilfiger #TommyParis A photo posted by Behati Prinsloo Levine (@behatiprinsloo) on Mar 31, 2015 at 5:23pm PDT
Financial Times spoke to Storm founder Sarah Doukas, who said, “If you have two girls who are both perfect for something, the one with the [bigger] social following would win the job.”
The agency is treating their models' social sites as “buying media.” Storm’s Simon Chambers explained to the Financial Times. “It’s an asset. The cost grows as the girl’s following grows.” If someone like Cara Delevingne (who is managed by this agency) is booked for a campaign, Doukas said you can “quote for her to model and then quote separately for the fact that she has 13 million followers.”
Agencies and designers are also using Instagram to scout for models. Financial Times said Marc by Marc Jacobs cast two campaigns by using the hashtag #CastMeMarc. Big time modeling agency IMG Models has also become serious about online scouting, creating an Instagram solely for this purpose. Before we know it, in-person casting calls may no longer exist.