As New York Fashion Week is almost here, one may wonder who or what exactly decides what models will get the chance to walk on a runaway. A group of U.S. researchers found a surprising answer – Instagram.
The research team claims that the social networking site plays a key role in the rise and fall of top models worldwide. The popularity of modern-day models is no longer tied to key people or glossy magazines. Instead it is modeled by social media sites such as Instagram.
Researchers also claim that they have developed an algorithm that can forecast what models are in trend with an 80 percent rate of accuracy. Yet, the algorithm was based on Instagram.
Emilio Ferrara, lead author of the study and IT expert at the University of Southern California, explained that in our interconnected world having an Instagram account is as important as a top agency’s recommendation when it comes to the chances of a model to be noticed in the fashion world.
Researchers analyzed dozens of Instagram accounts of well-known models. They were particularly interested in number of comments and likes, the frequency of posts, and the tone of posts and comments.
The team found a direct link between increased activity on the site and large numbers of comments on one side and the model’s popularity on the short run on the other side. Researchers noted that theses two factors were decisive for a top model’s career. Additionally, popularity wasn’t affected by high amount of negative comments.
The team disclosed that a high activity on the site boosted by 15 percent the model’s odds of getting anew contract. Nevertheless, that wasn’t true for the numbers of likes. An above the average number of likes was able to lower these odds by 10 percent, but the researchers couldn’t tell for sure why.
‘Social media is changing the game dramatically,’
noted Giovanni Luca Ciampaglia, another researcher involved in the study.
Mr. Ciampaglia also noted that there is a shifting trend in the world of models. In the past, models had little to do with their clients, Their agency took care of everything. But nowadays that is no longer true. Model can now and are highly recommended to interact with potential clients on their Instagram accounts.
Study authors added there are 20 top modeling agencies in the world that can greatly contribute to a model’s success, and Instagram should be considered as important as those agencies to that success.
Another factor that played a huge role in predicting top models’ chances of success was their height. Scientists noted that with every extra inch above the average height models had a double chance of getting in the limelight.
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