Celebrities everywhere: why models and brands post the same things

Every time I check my Instagram feed, I feel like I’m following celebrities rather than brands. I guess Twitter, Facebook, Instagram and Pinterest are helping me stay up-to-date with the who’s who of luxury. The fact that brands would give so much weight to models and other famous people on their social media channels made me wonder if it would be so much different to follow celebrities instead of brands. So I tried.

The main difference I felt is that celebrities share their daily life, which is punctuated by partnerships with brands – while brands promote products on their own or items worn by an A-lister.

This little experiment means I now have to scroll through much more content to get to what I’m looking for: the success of posts that include brands. Because some celebrities, including top models, have a lot more followers and fans than brands, their posts are usually far more successful (I’m defining success by the usual likes, retweets, regrams, comments, etc.) than those of brands. This explains why you may see (almost) the same picture on different accounts, and even more so if you’re following brands and celebrities on multiple channels.

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Remember I was saying top models have more followers than brands? Well, not exactly. Some do, others don’t. It really depends on the popularity of both brands and celebrities. If you take Instagram, Michael Kors has more than 3 million followers, Sonia Rykiel has nearly 60 million and Isabel Marant 400 thousand. Karlie Kloss has more than 2 million followers while Georgia May Jagger has about 600 thousand. What seems to be true, however, is the fact the fans engage more with stars than with brands. A picture from Karlie Kloss during the New York Fashion Week (click on the picture above), and a very similar one from Michael Kors (click on the picture below) got different results: the model got a stronger engagement with more likes than the brand, while Karlie Kloss has less followers.

This, of course, explains why duplications often happen and ensure brands and celebrities maximum visibility while it helps them to create a community of fans that feels connected to the brand (or celebrity). It’s also a good thing to know so that you don’t lose your mind when you get this feeling of déja-vu!

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