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The world’s most successful models can rake in millions from their lucrative fashion campaigns and various endorsement deals – but now the more savvy social media users among them, like Kendall Jenner and Cara Delevingne, can also earn big bucks simply by posting a simple picture on Instagram.
Kendall, 20, who boasts 43.9 million followers on the social media app, reportedly earns between $125,000 and $300,000 for sharing just one snap on the app featuring branded content, something which she is thought to do on a regular basis – whether it’s clearly marked as a paid post or not.
Frank Spadafora a former casting director and the founder and CEO of the analytics group D’Marie Archive told CR Fashion Book that Kendall is currently the highest ranked model on social media – followed by Cara Delevingne, and Gigi Hadidi, who have 23.9 million and 10.2 million followers, respectively.
Part of her contract? The 20-year-old, who was named the new face of Estee Lauder in November 2014, can be seen posing with her a tube of Restless, her exclusive lipstick shade for the brand
The three women are all ‘currently valued between $125,000 and $300,000 for a single post across their portfolio’, Frank explained, adding: ‘If you want to reach a model’s audience, you’re going to have to pay a hefty additional fee for that’.
CR Fashion Book reports that it has become common for ‘social media usage to exist as its own contract term, moving beyond the previously all-encompassing “online” usage term’, which means your favorite model’s snaps, while they might seem like a simple snap to capture part of their day-to-day lives, could actually be part of a wider campaign deals.
Indeed, a strong social media following is quickly becoming a key part of a model’s marketability, in addition to their beautiful looks and svelte physique.
D’Marie Archive, which recently debuted an app to help agencies to estimate a model’s social media power, developed an algorithm featuring 56 metrics, such as post frequency to the number of followers clicking through on links within a post, in order to help agencies to see the value of a model’s social media post.
Attention grabber: Kendall shared this image of herself modeling but a pair of Calvin Klein Jeans after being named the new face of the denim brand
Casual selfie: The reality TV star, who can be seen posing in bathrobe, boasts 43.9 million Instagram followers
New shoes: Kendall recently took to Instagram to show off her new Ugg boots, although it is unclear if she was paid to post the photo or if she is really a fan of the footwear
Katia Sherman, president and co-founder of Major models, told CK Fashion Book that some of the models listed on D’Marie could possibly earn more off of one post than their normal rate for a day of work.
‘The social queens are just another breed of models,’ she explained.
But nobody does it better than Kendall.
Indeed, when the reality star and runway regular was named the new face of iconic beauty brand Estee Lauder in November 2014, she sparked the start of a new kind of campaign deal – with a spokesperson for the brand confessing at the time that Kendall’s dedicated Instagram following had been a huge part of her appeal.
The week after Kendall’s new role was announced, the brand’s Instagram account gained 50,000 new followers,
And while it’s not known whether Kendall is paid for each of her Instagram posts which feature a product by a brand she works for, the raven-haired beauty is certainly not shy about using her social media standing to help promote her work, and brands that she admires. For example, Kendall posted several pictures of herself modeling Calvin Klein underwear for months before she was named the newest face of Calvin Klein Jeans in March.
Loyal following: Cara Delevingne, who is the second highest ranked social media model, shared this Tag Heuer campaign image promoting her exclusive watch with the brand in March. It has since been liked 605,000 times
Vacation time: Cara thanked Fendi for her shades when she posted this snapshot in Cannes
Making it her own: The 23-year-old model, who starred in a My Burberry fragrance campaign with Kate Moss last year, posted this playful shot to her Instagram feed during an event with the brand
Social media savvy: Cara made fashion week history last February when she took an Instagram video of herself while walking the catwalk at the Giles show in London.
Popular item: Cara thanked AS29 by Audrey Savransky for her stack of rainbow-colored rings when she posted this snapshot featuring her famous finger tattoo
A photo on the star’s Instagram account shows her posing wearing nothing but the brand’s denim, and she captioned the image: ‘#mycalvins moment. thanks to @calvinklein for my new jeans. back pocket [sic].’
And while it’s unclear if she posted the image at or own accord or was paid to do it is unclear, but Kendall has undoubtedly helped bring the brand back into the spotlight.
‘As far as commercializing a career, a girl won’t get very far in 2016 if she’s not socially savvy,’ Frank explained. ‘Can I say that you can be a big star without a social media presence? I’m not encouraging it.’
Cara Delevingne, 23, has also made a career out of being a social media star by sharing goofy photos of herself playing around with her supermodel pals.
Whether they are just hanging out or behind-the-scenes at a photo shoot, many of her 23.9 million Instagram followers can’t get enough of quirky personal snapshots.
Cara made fashion week history last February when she took an Instagram video of herself while walking the catwalk at the Giles show in London.
Beauty brand: Thanks to her 10.2 million Instagram followers, Gigi Hadid also earns up to $300,000 per Instagram photos. Here she can be seen applying Maybelline mascara, but it’s unclear if she was paid to do it
Flying high: The 20-year-old shared this photo to thank Emirates for making her flight to Australia enjoyable
Normal selfie or business venture? Gigi snapped this photo of herself with her Marc Jacobs bag featured in the frame after a photoshoot
Supermodel favorite: Gigi is another model who has snapped a selfie of herself wearing Calvin Klein underwear
And Cara has no problem putting her personal spin on photos when promoting the brand’s she is working for. The model, who teamed up with Kate Moss Burberry’s My Burberry fragrance campaign in 2014, shared a photo of herself climbing an installation featuring the perfume at an event.
Cara is also a brand ambassador for Swiss watch brand TAG Heuer, and an Instagram post featuring her campaign ad promoting her special edition watch for the luxury label received more than 605,000 likes since it was posted in March.
Meanwhile, 20-year-old Gigi Hadid was named the new face of Maybelline in early 2015, and while it’s unclear if the star has a social media clause in her contract, she has posted numerous Instagram photos of herself applying the brand’s mascara.
‘Getting ready for last night’s @dailyfrontrow Fashion LA Awards with none other than @MAYBELLINE,’ she captioned an image of herself applying the beauty brand’s mascara while propped on a bathroom sink. The seemingly impromptu image earned the star 162,000 likes since it was posted.
Next tier: It is reported that Karlie Kloss, Behati Prinsloo, and Miranda Kerr (pictured) can all earn between $25,000 to $50,000 for a single post on social media. Miranda is pictured pursuing ShopStyle’s website
Business or pleasure? Karlie, 23, took a moment backstage at the Diane von Furstenberg show to pose with her ‘new mini #DVFSecretAgent’ bag
Two for the price of one? Behati, 26, shared this photo of herself wearing Versace while posing next to a Patron tequila dispenser
Other images see Gigi posing in Calvin Klein underwear, enjoying an Emirates flight to Australia, and snapping a selfie with a tan Marc Jacobs bag, although there is no way to tell if she is being paid to tout the brands.
But Kendall, Cara, and Gigi aren’t the only ones making bank off of their snapshots. According to Frank, Karlie Kloss, Behati Prinsloo, and Miranda Kerr can earn between $25,000 to $50,000 for a single post across their social media feeds.
Having a strong social media following that is invested in your every move is almost a requirement for models in 2015, and Jennifer Powell, who manages social media talent for Next Models, told CR Fashion Book said casting directors will ‘for sure’ ask for models with more than a certain number of followers before looking at their body of work.
And Frank noted: ‘As far as commercializing a career, a girl won’t get very far in 2016 if she’s not socially savvy. Can I say that you can be a big star without a social media presence? I’m not encouraging it.’
