The agency has found success with its We Love Your Genes strategy on Instagram, so it's expanding it to other platforms.
Author:Ana ColónPublish date:Apr 8, 2020In 2014, IMG Models introduced We Love Your Genes. It's an Instagram account, a hashtag, a scouting program and a broader strategy the agency created to discover fresh faces that it can develop and eventually add to its roster, all rolled into one. And it's had success stories — from Diana Silvers to runway regulars like Lameka Fox and Gizele Oliveira.
As IMG Models began having these conversations internally, the coronavirus pandemic continued to spread globally and agents scrapped their scouting trips across different markets, typically slated for post-fashion month. It fast-tracked their plans to explore TikTok. "You get to see a lot of personality. When you're looking at a video it's so different [than a picture]," Rose continues. "It's so funny, I remember 20 years ago when I started using video I thought, 'How did I ever scout using just Polaroids?' With video, you see it all. You get to see how somebody is."
"When you do scouting by social media, nine times out of ten, these are people who never even thought to do this," Rose explains. "There's a lot of education that goes into a first meeting because you're trying to explain what this job means, how it works, what's the timeline, how it evolves... There's so much mystique around our business that people don't really have any idea how it works.
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