How can models get discovered on Instagram?

Kate Moss was first spotted in an airport, Jourdan Dunn in Primark and Gisele Bündchen was discovered by a model scout in Brazil whilst eating a Big Mac! However, the modern model can use the power of social media to gain the attention of worldwide agencies and well-known fashion brands.

Continue reading to discover how methods such as bespoke hashtags can help you gain the attention of worldwide industry experts and boost your career today... 




#CastMeMarc Campaign

In 2014 Marc By Marc Jacobs opened an Instagram search to scout for models to be featured in their Fall campaign. The competition attracted over 70,000 entries and provided 9 aspiring models with a unique chance to be featured in the well-known brand's latest campaign, launching their careers and gaining massive industry attention.

The campaign provided the brand with a fresh, youthful perspective, demonstrating a powerful way of using Instagram to discover models and break their new face to the industry. 



Model agencies are also taking advantage of Instagram as a powerful scouting method to discover new models.

IMG Models launched their "We Love Your Genes" Instagram campaign to discover new models who posted a photo using the hashtag #WLYG. The new Instagram scouting account from IMG Models was dedicated to finding new modelling talent from around the world and instantly start developing their careers.

The response rate was massive, with IMG Models discovering over 50 models through the hashtag. This campaign also provided models from a mixture of backgrounds from across the world to get-in-touch with the modelling agency, showing that you don't need to physically be somewhere to have the chance to be discovered, thanks to social media.

Then, one year later IMG Models celebrated the campaign by posting a video to share the models who they discovered on the Instagram scouting campaign. Check out the video below and see for yourself just how many models were discovered on Instagram from around the world...


Matthew Noszka


Matthew was first discovered on Instagram by Wilhelmina Models in 2014. From construction to high fashion, Matthew originally posted a photo with his father working on construction, gaining the interest of model scouts who invited him to join the agency and kick-start his modelling career.

Matthew was discovered only with 1 thousand followers on Instagram and has now worked with supermodel sisters Bella and Gigi Hadid, amongst numerous high fashion jobs including Tom Ford, Hugo Boss, Harpers Bazaar and more. To date, Matthew has over 626k followers and is a powerful example of how it can just take one image to capture the attention of the industry and launch your career. 

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Anok Yai

Anok Yai posted a photo on Instagram that instantly propelled her to prominence in fashion history! Anok posted a photo taken at a university festival which instantly received huge engagement with hundreds of profiles reposting the image and complimenting her unique look.


After finishing university Anok travelled to New York where she was then signed with Next Models worldwide and has appeared on the covers of publications such as Vogue and Harper's Bazaar within just one year. 

Anok Yai also recently made fashion history by becoming the first black model to open a Prada show since Vogue contributing editor Naomi Campbell in 1997!


Coco Baudelle

Actress and screenwriter Coco Baudelle didn't think that modelling was something her career would blossom into, but after posting a casual photo post-lunch one day in NYC she caught the attention of one of the largest up and coming beauty brands today, Glossier


Founder and CEO Emily Weiss of Glossier slid into Coco's DMs, reaching out to the new face and feature in the next campaign! Emily says that Instagram means that "we no longer have to rely on chance to discover a fantastic new face" as featured in Elle Magazine! She continues saying that scouting on Instagram works for their brand, because Instagram is known for its filters, but also allows women to feel increasingly comfortable sharing posts in tune with trends like #iwokeuplikethis or #no-makeup which present them in a natural, organic way which boosts their identity and gains the attraction of both agencies and brands.


So remember to always check your DMs! You never know what major campaign offer may be waiting! 

Get discovered on Instagram by staying up-to-date with the latest hashtags model agencies promote and remember to always stay creative with your feed, stay natural, be unique and be yourself - you never know who may discover you!