Influencers are flocking to a surprising new kind of social media
By Sara Shaw • April 12, 2019
Last week, actor Jeremy Renner posted a time-lapse video of himself trying on different outfits in front of the mirror. None of this was happening on Instagram, but on Renner’s own app, where his most die-hard fans gather to gush about their favorite actor.
Renner’s app–along with many other celebrities is designed to create a tiny, independent community that’s centered on a single celebrity. Each app is like a mini, private Instagram for superfans, who also use the apps to share their other obsessions, their achievements, and their struggles.
The company Escapex, which makes these apps, was founded in 2015 and has raised $18 million in venture funding to date, now hosts the apps of more than 350 celebrities and social media influencers in 18 countries who have a total of 3.5 billion followers. Super fans can pay a monthly fee to have a more personal social experience with their favorite influencers.
These celebrity-focused apps aren’t for everyone; neither is it likely that every celebrity will create their own mini social media network. However, some celebs and their superfans, these micro-networks are a win-win.