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Kendall Jenner Gigi Hadid Olivier Rousteing Balmain SS16
Kendall Jenner, Gigi Hadid and Olivier Rousteing backstage at Balmain SS16@gigihadid via Instagram

Instagram It-models reportedly paid six-figure sums per post

Now models like Kendall, Cara and Gigi don't press ‘share’ for less than £80,000-£200,000 a post

Social media has radically transformed the landscape of the modelling industry; from the way models are discovered, to the way their labour is monetised. Many girls are now signed to agencies because of their social media followings, and are booked for jobs for the same reason. In some cases, clients are now quoted separately for the girl to model and the following she has. Speaking to the CR Fashion Book, Frank Spadafora, a former casting director and the founder and CEO of D’Marie Archive (a website for people in the industry to measure, manage and monetise their social media portfolio) sheds some light on the intricacies of this rapidly-evolving system. 

Apparently the “three most highly ranked supers on social” – Kendall Jenner, Cara Delevigne, and Gigi Hadid, in descending order – “are currently valued between $125,000 (around £80,000 at today’s exchange rate) and $300,000 (£200,000) for a single post across their portfolio. If you want to reach a model’s audience, you're going to have to pay a hefty additional fee for that.” Girls on the next tier, who hold slightly less social media gravitas – such as Karlie Kloss, Behati Prinsloo and Miranda Kerr – can earn “between $25,000 (£17,000) to $50,000 (£34,000) for a single post across Facebook, Twitter, and Instagram”. 

“As far as commercializing a career, a girl won't get very far in 2016 if she’s not socially savvy,” Spadafora goes on to say. “Can I say that you can be a big star without a social media presence? I’m not encouraging it.”