Instagram might be uncharted territory for some of us, but once you switch on to it (as I have just done), it’s brilliantly addictive. Through The Keyhole with Rihanna, or Madonna’s son Rocco doing backflips with his friends, anyone? Truly, Instagram is the only social medium that satisfies the nosy parker inside. Pictures taken during the daily goings on in life can’t be anything other than authentic, right? But the game is changing. When I was nosying around Russian model and oligarch’s wife Elena Perminova’s feed the other day, it quickly became apparent that there was excellent hair, make-up and lighting involved at every turn. And it’s so obvious that RiRi, Beyoncé and co have an Insta-entourage – loyal staffers who ensure only the best booty shot and/or eyebrow angles make it to their millions of followers. Well, you would, wouldn’t you? I don’t stick myself on Instagram precisely because I need an Insta-entourage. And I can’t be fagged to take 20 selfies in order to get one that I’m happy with. But give me Mario Testino on camera and Hedi Slimane on wardrobe, and I’m all yours.
I’ve got a friend high up in the entertainment world who tells me the celebrities with the best social media use a shadowy company called The Audience, which was co-founded by Sean Parker (yes, he of Napster and Facebook); Google it and you’ll find nothing – like I said, shadowy. The company manages social media for 300 A-list folk, who between them have 800 million followers, and implements social media strategy for them. But for all the control and management companies like The Audience provide – each A-lister has at least one full-time person dedicated to running their accounts – it is widely acknowledged by industry insiders that celebs don’t follow ‘strategy’ when it comes to Instagram. Instead, they snap away happily and share their lives like the rest of us. So let them have their Insta-entourages, I say.
Words by Melanie Rickey