Caroline Calloway isn’t alone — most influencers hire social media managers to write their Instagram captions. “I am part of this specific part of society that is all ghost people,̶…
For years, celebrities have been hiring copywriters, publicists, and designers specifically for what’s obliquely known as “social media personality management” — essentially, operating other people’s social media accounts.
The fee for such services varies widely. While an independent contractor could charge a few hundred dollars per post, some high-end agencies charge upwards of six figures and assign entire teams to the task, according to Mendelsohn tells. One New York City-based publicist who has managed multiple influencer social media accounts says that they charge anywhere between $3,000 and $7,000 a month to manage a client’s Twitter, Facebook, and Instagram accounts.
Typically, social media management teams will submit a mock Instagram grid in a Google doc about a month in advance for the client’s review, complete with mock copy for captions. Almost immediately, there will be a conflict between what the client wants and what the social media manager thinks will get the most engagement, says the publicist. One of her clients, for instance, was an influencer who had built her brand in part around posting sexy photos.
Of course, what primarily resonated about Beach’s piece isn’t the revelation that Calloway is not a particularly honest or competent person , nor is it to underscore the chasm between real life and social media .
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