Bal Harbour

BAL HARBOUR 121 AS FAR AS SOCIAL MEDIA GOES, influence gets you everywhere. Just ask Tina Craig, better known by her social media handle, Bag Snob, who, thanks to her 400,000 Instagram followers, has jetsetted around the world, her (many) rare crocodile Birkin bags in tow. In her 13 years of blogging she's been invited to see Valentino's exclusive archives, collaborated with the likes of Oscar de la Renta to Chanel and had a handbag collaboration with DKNY. If there was a historical record, she would certainly be noted as a 21st-century digital pioneer, who was not only one of Instagram's first fashion superstars, but also paved the way for the current state of influencer marketing as one of the first to venture into the previously untapped realm of digitally capitalizing on social currency. Now, she's taking her years of experience and translating her expertise into a full global talent agency of her own, where others are actively following in her stylish footsteps. "People call me their fashion mother, auntie or fairy godmother all the time anyways because I'm always giving advice," she says. "An agency was a natural step for me to give back to the next generation of social stars." Called Estate Five—a reference to the groupings of digital thought-leaders including bloggers, journalists and other non- mainstream media voices—the firm is a partnership with Dallas-based publicist Suzanne Droese and former attorney Lynsey Eaton and now counts more than 20 influencers on their roster. Since launching in February, the agency has signed such outlets as Diet Prada, the notoriously snarky handle that was recently named Time's "Most Influential," as well as "micro-influencer" talents with fewer than 1 million followers. Whether or not they're fashion, beauty or lifestyle accounts, each has a specific audience—the result of a methodical interview process that the handpicked influencers must undergo. Craig demands that each has a long- term business goal in mind and is completely original. "Some may want to launch a brand, get on television or just keep doing what they're doing. Whatever it is, we sit down with each of them and make sure they get there," she says. "We want them to have their futures in mind. If someone says they want to be exactly like Chiara Ferragni, we won't sign them." While the influencers' content and tone are diverse, "they all have a strong point of view and are authentic," says Craig. Authenticity in the Age of Instagram may seem counterintuitive, but for Craig, it's essential. She refers to Diet Prada's unabashed snark when it comes to shaming brands who are caught copying. Now a household name within the fashion community, Diet Prada is as celebrated as it is feared. "I was obsessing over them all last summer when only people in the industry knew them," she recalls. "I loved their tone. I was like, wow, this reminds me of myself 13 years ago when there were no holds barred." As Diet Prada's fame continues to rise, other ascents are becoming stratospheric. Some, like the beauty influencer Huda Kattan have grown from Instagram stars to moguls, charging up to $18,000 per post while launching their own cosmetics brands. Kylie Jenner, the youngest of the Kardashian and Jenner broods, recently fronted Forbes magazine, successfully parlaying her social media influence into a $900 million business with Kylie Cosmetics. So aspirational is this career field, the business of influencers is now taught at college campuses around the world. So what is the future of the industry? According to Jennifer Chiang, CEO of MuseFind, an influencer marketing platform that matches brands with influencers, it is rapidly evolving. "It's like the dotcom bubble and the path of natural growth," she says. "It used to be that brands would look at follower count alone but now it's about engagement." That is, likes and comments, which Chiang says have become the new currency, with anywhere between 2 to 4 percent of engagement considered high. Chiang predicts that in 2019, the microinfluencer business will continue to become even more important, as brands start paying more attention to accounts who influence purchasing behavior, which, she says, will only propel more individuals to become full-time influencers. While business is important, what's most essential to Craig is building relationships. And to her, that sometimes means taking on opportunities that are unpaid. "Being an influencer myself, I understand what that means," she says. "My old managers wouldn't understand why it was important, but I tell my influencers that not everything has to be a certain fee for you to get out of bed. Building relationships is the only way to make it." It's these sorts of tips from an insider that only someone with Craig's experience can offer. It's also what sets Estate Five apart from other influencer agencies. Craig herself is managed by the agency and is still "walking the walk," so to speak, of what she preaches to her talents, which allows her to advise her influencers on practical matters, like assessing if a rate is fair or not, and provides them with a roadmap to follow. "It's been inspiring to watch her start as a determined blogger when the space was so undefined, then grow into a total rockstar that is so beloved in the industry," Droese says. "People ask me all the time, 'you know Tina Craig?' They're in awe of her. We call her our 'Fairy Blogmother.' She can make your dreams come true." "I tell my influencers that not everything has to be a certain fee for you to get out of bed. Building relationships is the only way to make it." —Tina Craig

• Cover