There’s no doubt that social media has changed the way we communicate and conduct business. In fact, in today's world, it can skyrocket one's career, and/or make or break a business. Julia Haart, who was appointed World Group chief executive of Elite World in March, is very much aware of this and is planning to expand Elite’s reach by venturing into media and content production.
According to Omnicore, a digital advertising and marketing agency, there are 500,000 active influencers on Instagram, and many of them are models. Elite already manages a variety of different modeling and management agencies under its umbrella: Elite Model Management, The Society, Women Management, Supreme Management and Elite Model Look. The company is well poised to benefit from a foray into the ever-changing arena of the media world, as it currently represents about 4,000 models, actors, singers and artists.
According to a report by Launchmetrics, the fashion marketing and analytics platform, Instagram will be the perfect platform for it to take place, as the app is continuing to gain traction as the most relevant social media platform for industry professionals, for influencer marketing (it grew from 36% to 46% year on year).
“We will launch programs aimed at changing the perception of models as ‘pretty faces’ and provide new opportunities for Elite World talent to become powerful personalities and entrepreneurs. We will expand the definition of the model by leveraging Elite Model World’s size and power in the industry to broaden the talent pool for increased diversity, female empowerment, entrepreneurialism, inclusivity and overall expansion,” said Haart in a statement on Elite World last week.
Two of the ways in which she plans on reaching her goals, is by launching two new agency divisions. The first will grow its talents’ digital presence, produce in-house content for brands and develop products. The second will instead focus on business development.
Industry experts say success in these areas depends a lot on pinpointing the right point of view from the right individuals.
Launchmetrics also reported that influencer collaborations with brands are a successful strategy employed by many, and brands such as FENDI and Cosnova have executed successful collaborations with influencers by identifying the right voices, amplifying their reach and targeting their niche audiences.