It’s not only celebrities that are making an impact with a large number of Instagram followers — models have a huge presence as well, and their tie-ins with popular companies could lead to a huge following all around.
In a piece by Scott Galloway, Clinical Professor of Marketing at NYU, the team-up between Estee Lauder and recently signed ambassador (and now famous model) Kendall Jenner has resulted in a huge spike of followers on Instagram. The Kardashian sibling signed on with the company back in November, and in the time doing so, Instagram following spiked by 18 percent. That’s just the beginning of the successful partnership, though, as the numbers grew even more from there.
With the posting of a video on the Instagram account in January, Jenner’s Instagram account saw 56 times the interactions of a similar post on the Estee Lauder account, with over 444,000 likes in all. Jenner’s tie-in with the company certainly did it a lot of favors, providing it with a healthy dose of its own followers.
The chart above shows just what kind of spike was delivered with Jenner’s signing, as the number rose practically overnight, within a 24-hour period.
Jenner also provided a boost to Dolce & Gabanna upon walking on their walkway at the New York Fashion Week event back in September, with a number of new Instagram followers joining their account with her participation. Jenner continued to make waves by posting a picture of herself on a giant Calvin Klein billboard in Soho shortly thereafter, to the tune of 1.1 million likes. That’s nearly the same amount that Calvin Klein has overall in terms of Instagram fans, at 1.3 million.
And Jenner isn’t the only one benefitting from Instagram. Other models are also taking part, posting pictures and other content on the social media channel that shows what’s happening behind-the-scenes. Burberry, for example, has gotten a huge boost from Cara Delevingne’s fan base, which has over 11 million fans. Meanwhile, young model Gigi Hadid, who signed with both Maybelline and Victoria’s Secret Pink, has a count of 2.9 million fans on Instagram, many of which could easily cross over to those companies with the right promotion.
As seen by the chart above, Instagram follower numbers can run wild depending on the promotion — and which models are involved. As a result, both the model and companies can benefit from the spike, seeing new fans jump on board both accounts.
More details on how brands can help an ambassadorship program can be found in L2’s Instagram Intelligence report, which can be downloaded here.
