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In this article, we are going to try to answer some of these questions according to the modeling world internationally and in Tunisia.But first let me hit you with a few important numbers that need to be considered.The modeling world, being a huge part of the fashion industry, is a subject we like to shed the light on and to dig deeper into in our magazine. Discussing with the editorial team, we came across many questions as we talked about the effect of Instagram on the industry in today's state with the pandemic and the fast progress of social media.Is Instagram the new way to enter the modeling world? Is it the new portfolio? Do followers count? Do models need to become influencers? Is it beneficial to their career?By January 2020, Instagram has gained over more than a billion monthly active users.500 million people use Instagram Stories daily. We found that 63% of Instagram users check the app at least once per day, and we have 42% who open the app multiple times during the same day.

The importance of Instagram for brands 

90% of instagram users follow at least one brand on Instagram which makes it the most powerful platform for brands to reach their target audiences.Brands themselves create most of their identity on the platform because their feed will influence the purchase of their product or service especially amongst millennials.We noticed a surge of a new generation of powerful digital publishers who have a bigger following than any brand or major fashion magazine – fashion models.Their power and influence on consumers is undeniable, as they are the first to post about what’s trending on the runway, to share their off-duty style with their audiences and even recommendations.Fashion models by definition represent brands and designers by wearing their merch in photo shoots, commercials, and runway shows.This role usually requires both physical attractiveness and the ability to maintain an elegant and graceful appearance for long hours.Models are the second most followed on Instagram after music artists and are therefore the first go-to for instant inspiration for followers engaged in the fashion community.They are reliable for their style, lifestyle, discovering the hottest hang-out locations and trends.Models have become the new power publishers with some of them owning larger audiences than brands or traditional magazines and also even higher engagement.

@emrata

@wolfiecindy

Models as influencers, Why people crave their content influencers in social media represent people who have created a reputation for their knowledge and expertise on a specific topic. They make regular posts on their preferred social media channels on those topics and generate a great number of followings of enthusiastic, engaged people who pay close attention to their views.55% of fashion shoppers have made at least one purchase based on an influencer’s post. Social media just plays this massive factor in all of our lives now and also the bloggers and influencers are coming in and taking the jobs of models. It’s now very different as you’ll see a blogger on the cover of a magazine which has never happened before, until now. That’s changing things a lot. Therefore, models are now becoming influencers too. Instagram is now a daily, global destination for the fashion community to experience a new source of interactivity as fashion models and Instagram now becomes intrinsically linked. Models are usually surrounded by the greatest hairdressers, stylists, makeup artists, and industry creatives therefore consumers always rely on the advice they share. They consider them as a reliable sources. Many are using their influence further to create clothing collections, beauty lines and they even go beyond to use their voices to raise awareness about a certain cause close to their hearts.

Instagram is now a daily, global destination for the fashion community to experience a new source of interactivity as fashion models and Instagram now becomes intrinsically linked.

Models are always surrounded by the greatest hairdressers, stylists, makeup artists and industry creatives therefore consumers always rely on the advice they share. They consider them as reliable sources.

Many models are using their influence further to create clothing collections, beauty lines and they even go beyond to use their voices to raise awareness about a certain cause close to their hearts.

@bellahadid

As of April 2021, there are 2 564 000 Instagram users in Tunisia, which accounts for 21.3% of our entire population.

Here's some insight from our local Models:

'Maybe in Tunisia yes because unfortunately, we don't have agencies therefore the brands can't find us. I believe the contacts you made are the ones who will help your career.' - Fares Abd Eddayem

'Yes, Instagram can be very helpful to models. If they are influencers it would definitely be easier- Aziz Ben Abdalah

'Personally, I don’t think about it and it doesn't mean much for me. I love my followers, they support me and motivate me as little as they are but I believe I am on the right track. ' -Fares Abd Eddayem

'Yes, Instagram is very important for modeling nowadays like for many other professions. Yes, having many followers is good but the content should be good as well. You don't necessarily have to be an influencer to succeed, but yes, usually models are also influencers, people get inspired by what we share on social media' -Aziz Ben Abdalah.

These were statements from our rising models.

But they're not the only ones who think this way.

Even successful models like Azza Slimane, Nour Guiga, Emma Sellimi are using the platform to show off their work with different brands and in different countries which helped their career and their network of followers and brands alike.

Through Instagram they are able to share their experiences in different areas with diverse stylists and photographers that boost their image to the recruiters.

@emnitta for Shourouk

Even though they seem compatible and complementary to each other, there is still competition and clash between the two worlds.

The modelling world will seem to outsiders full of self-confidence. But that's clearly not the case as now models can compare each other nonstop daily on Instagram instead of during castings.

Social media has caused a huge shift in the industry. Authenticity has become the core of this trend, consumers started following influencers who they feel more connected to, rather than the brand. They started looking for more authentic content and less polished content.

This enables them to have a look behind the scene, to get the story of the product like the workers, the fabric and the environment.

As the pandemic hit hard, production got delayed and stopped, some brands found themselves in a tight position with products that needed to be sold. Therefore they became more interested in influencers and bloggers as regular models weren't qualified to produce good enough content.

With this, we see the fashion industry embracing diversity more in their marketing process of their products as they try to relate to consumers in real life.

Influencers are seen to provide fresh and unique content that excludes the hassle of organizing a shoot.

They are able to style themselves, take and edit photographs with minimum costs and deliver more accurately.

We found that it is difficult for models to become influencers, as they work for several different competing brands.

A model is not a specialist - they have to be a chameleon. They found themselves struggling to photograph themselves at home which has damaged their self-confidence.

'Personally, I expect that being a model and being an influencer are two different things. They could certainly be used together but it's better if they keep being separate. That's why models should work hard and impose their work and ambition to get the recognition they deserve.'

'It's sad to see the modeling seen in Tunisia to be based on influencers. The more followers you have the better opportunity you get. And it's killing many young creative models. A huge number of campaigns are taken over by influencers and not models. I reserve naming.' - Mabrouka_Fall

Dear reader, we are in a fast changing fast paced world. Social media plays a huge role in our lives and in all industries, especially the modeling world.

Therefore everyone is in need to adapt and I believe the upside is better than the downside of it.

A more authentic, fashion industry that includes the consumer through the whole process. We are indeed headed in the right direction.

Modeling and influencing are two sides of the same coin, they are complementary to each other.