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Brands are pay­ing A-lis­ters thou­sands in er­turn ofr a prod­uct en­dorse­ment on so­cial me­dia. Meet 2017’s big­gest In­sta money-mak­ers

Irish Daily Mail - YOU - - CONTENTS -

Such is the power of to­day’s celebri­ties that brands are pay­ing them a for­tune for prod­uct en­dorse­ments on In­sta­gram. Han­nah Flint reveals the A-lis­ters who are laugh­ing (or, rather, pout­ing) all the way to the bank

When BEY­ONCÉ re­vealed on In­sta­gram that she was ex­pect­ing twins, it took only eight hours for her post to be­come the most liked in the app’s his­tory (knock­ing Se­lena Gomez off the top spot). The singer is now re­ported to be the most valu­able celebrity on so­cial me­dia, with one post on In­sta­gram said to be worth €950,000.

She may have fewer so­cial me­dia fol­low­ers than her lit­tle sis­ter Cara, but POPPY’s unique style and model looks have led to posts fea­tur­ing Chanel, Jo Malone and Yves Saint Lau­rent. ‘The big­gest mis­nomer is that the more fol­low­ers you get, the more in­flu­ence you have,’ says brand­ing au­thor­ity Jee­tendr Se­hdev. ‘But it’s much more about the unique ap­peal of the celebrity and how that com­ple­ments the brand.’ But Poppy should take care: it has been pointed out that she of­ten fails to ex­plic­itly tell her fol­low­ers when an en­dorse­ment has been paid for (Bri­tain’s Com­pe­ti­tion and Mar­kets Au­thor­ity re­cently pub­lished an open let­ter re­mind­ing in­flu­encers to clearly state if a post is spon­sored).

Last month, when KYLIE hit In­sta­gram to praise a pair of Louis Vuit­ton boots, ob­sess about web­site Fash­ion Nova and post pic­tures of her­self in Chanel, each brand re­ceived al­most three mil­lion likes – in just a few days. It’s no won­der then that Kim Kar­dashian’s lit­tle sis­ter re­port­edly charges €240,000 per post.

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