Today's brands demand authenticity and a "fuller picture" from models, shifting focus from mere looks to genuine personality and engaging social media presence. Wilhelmina Models CEO Bill Wackermann explains how the agency is adapting by prioritizing quality social media engagement over follower quantity, using platforms like Snapchat, and seeking models who can truly connect with audiences, reshaping brand partnerships in the digital age.
Key takeaways
Brands must prioritize authentic representation over traditional beauty standards to resonate with modern consumers.
When evaluating influencer partnerships, focus on the quality of engagement and genuine connection rather than just the number of followers.
Embrace new social media platforms and adapt strategies to evolving consumer behaviors and demographics, as Wilhelmina did with Snapchat.
For individuals, cultivate a strong personal brand by showcasing a multi-faceted identity and engaging authentically online, as this is increasingly valued by brands.
The concept of "flawed beauty" appeals to a desire for relatability and authenticity, which brands can leverage in their marketing.
Since Bill Wackermann joined Wilhelmina Models as CEO in early 2016, his mission has been to bring the company into the 21st century, while remaining true to its original philosophy: Flawed beauty is the most beautiful. Today, being a model is about so much more than taking a good picture; it's about being a real, interesting person, Wackermann said. People, and brands, are demanding authenticity. In this week's episode of the Glossy Podcast, Wackermann discusses why Instagram followers should be more about quality than quantity, how consumer demand is shaping the industry and why his company has turned its focus to Snapchat.
What does this episode say about influencer & creator?
Brands must prioritize authentic representation over traditional beauty standards to resonate with modern consumers.
What does this episode say about brand & content?
When evaluating influencer partnerships, focus on the quality of engagement and genuine connection rather than just the number of followers.
What does this episode say about dtc strategy?
Embrace new social media platforms and adapt strategies to evolving consumer behaviors and demographics, as Wilhelmina did with Snapchat.
What does this episode say about influencer & creator?
For individuals, cultivate a strong personal brand by showcasing a multi-faceted identity and engaging authentically online, as this is increasingly valued by brands.
What does this episode say about influencer & creator?
The concept of "flawed beauty" appeals to a desire for relatability and authenticity, which brands can leverage in their marketing.
