‘Clients ask “How many fans does she have?” before they ask what she looks like’: Demand for the ‘Insta-famous’ model rises as agencies say girls need a minimum of 10,000 fans to get booked
According to leading Australian modeling agencies, ‘Insta-fame’ is the latest criterion for models looking to book jobs.
While being beautiful, fit, and healthy is expected, for the “influencer” it’s all about demand and popularity.
Thanks to the rise of social media, “influencer” and “blogger” divisions are now being added to traditional model portfolios so agencies can keep up with client demand.
Vivien Models CEO Catherine McGill told Daily Mail Australia that they set up an ‘influencer’ division two months ago due to the growing need to accommodate client demand for social media numbers.
Influencer: Gigi Hadid is one of many models in demand whose social media following is as much a draw as their looks, helping clients book them for jobs.
Self-made model: Mimi Elashiry turned her social media following into a modeling career.
“Our bookers gave me feedback that clients wanted models who were blonde, could be at the beach, and had a strong social media following,” she said.
“When we book talent now, during negotiations, we also talk about the girls’ numbers.”
McGill says the average client expectation is somewhere between 10,000 – 300,000 followers.
“These numbers aren’t set in stone, but 10,000 is the minimum clients want,” she said.
“So if models reach that, they could be added to our ‘influencer’ page.”
Joseph Tenni of Chadwick Models told News.com.au, “It’s not unusual for a client to ask, ‘How many followers does she have?’ before asking what she looks like.”
Chic Management also started a “blogger” management division two years ago.
About influencers: Renowned agency Vivien has launched an “influencer” page where they track the social media stats of their models.
“The line of just being a model is blurred now”: bloggers and influencers are now being snapped up by agencies who capitalize on their following.
CEO Paul Thomas says the money is now being spent where clients want strong, solid brand promotion.
“When you think about it, your brand can send its product directly into someone’s pocket, instead of printing a catalog for a store and waiting for customers to pick it up.”
Thomas told Daily Mail Australia it all comes down to the elusive “cool girl” appeal.
“Influencers are like a captain of the ship — with so much information out there, people turn to models, fashion people, and talent, and start liking what they like.”
“We have clients who book the traditional way, but new, emerging brands want a ‘cool girl’ with plenty of social numbers, so they can book a campaign on the back of the model’s social media,” he said.
It’s this combination of “cool girl” appeal and follower reach, combined with a “must-have” lifestyle, that Thomas says really draws in clients, and models are now being trained on how to promote themselves on Instagram to get work.
