How Instagram’s Influencers Transposed the Model Industry

Alexina Graham has been a successful mannequin for quite a decade – appearing in glossy magazines and walking the coveted Victoria’s Secret catwalk.

But when the coronavirus pandemic hit, her work stopped.

“I didn’t work at all in March and April,” she said.

Over the past year, models are asked to make their content – shooting photos and promoting brands on personal social media accounts.

“Social media is one of the main aspects of our job now,” Ms. Graham said.

“To shoot content every week, edit it all together, and get it out there takes a long time.”

L’Oréal’s brand ambassador, actress Eva Longoria, even filmed herself dying her hair in lockdown.

“It was a primary for us to shoot a campaign with one among our spokesmodels during this way,” Lex Bradshaw-Zanger, chief marketing officer at L’Oréal UK and Ireland, said.

“The advert has been used across digital, social and tv and has been received very positively – with salons shut, Eva’s experience with home hair coloring was something many of us could relate to.”

The beauty brand has long used influencers – but since the pandemic, it’s invested even more of its budget into influencer marketing.

A survey by influencer marketing agency Takumi suggests 73% of brands have done the same.

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