How The Shade Room turned Instagram gossip into a media empire

The Shade Room has become one of Instagram’s most popular accounts and a booming business–now founder Angie Nwandu is ready for their second act.

Not knowing the first thing about how to build a website, Nwandu launched The Shade Room on Instagram, which pulled in more than 10,000 followers in its first two weeks. [...] Making the most of limited resources has become the bedrock of The Shade Room’s strategy and not always because of economic austerity, but because that homespun feel is what resonates most with their audience.
“For instance, we see a lot of companies going to the red carpet and they often have these really nice cameras and we’ll go with an iPhone and a light and the footage will perform better,” Nwandu says. “We know that our audience is used to being on social media so they like authentic-looking content because that’s what they consume most of the day: authentic content from their friends and that type of video.”

I just can't look away from a good story about how people make money on Instragram.


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