All of us use Instagram to share our cute new haircut or a shot of our dog being adorable. Models use it for those reasons, too. . . and also to make some serious dough.
Models don’t just make money on the catwalk; they also can rake it in after posting just a single snapshot on Instagram. “For sure, casting directors will ask for models with over ‘X’ amount of followers, and then will ask for the specs of the talent after that,” Next Models’ Jennifer Powell, who manages social media talent, told CR Fashion Book. “Especially for campaigns and bigger projects.”
And we’re not talking about small potatoes, according to Frank Spadafora, founder and CEO of D’Marie Archive, an analytics group that helps agencies put a valuation on the social power of a model. Spadafora told CR Fashion Book that the top highly ranked models on social media — from #1 to #3, Kendall Jenner, Cara Delevingne, and Gigi Hadid — rake in six figures.
“[Jenner, Delevingne, and Hadid] are currently valued between $125,000 and $300,000 for a single post across their portfolio,” Spadafora told the publication. “If you want to reach a model’s audience, you’re going to have to pay a hefty additional fee for that.”
After the top three come Karlie Kloss, Behati Prinsloo, and Miranda Kerr, who reportedly make anywhere from $25,000 to $50,000 for a post on any of their social media platforms.
The company calculates the rate with an algorithm that includes clickthrough and engagement rates. “We are still in the process of educating our clients to increase their social media rate, but some of our models listed on D’Marie actually have the potential to earn more per post than their normal day rate,” Katia Sherman, president & co-founder of Major models, told CR Fashion Book. “The social queens are just another breed of models.”
The reason for this is because these social media influencers have honed and developed a very valuable skill, as CR Fashion Book highlights:
In fact, a model’s social media presence can greatly influence the work she gets from possible clients, explains Micki Schneider, senior booker in the women’s division at Wilhelmina. “The most valuable reason for a model to be on social media is definitely a combination of monetizing her image and using the platform to develop and build a digital brand for themselves,” Schneider told CR Fashion Book. “The more followers a model has, the more they can be appealing to certain clients. And we encourage the girls and are very mindful, as they create their own brands and become more mainstream, to be as authentic as possible.”
It all makes sense, considering the massive following some of these supermodels have. Cara, for instance, has 23.9 million followers, while Kendall has 44 million. Those are a lot of eyeballs on one single photo. And with so many followers comes so, so much cash.
BRB, gonna go take a picture of my lunch and pretend like I just made $300,000.
(Featured image via Instagram.)