The Instagram model concept originated in the late 2000s, when the boyfriends of fashion bloggers such as Rumi Neely and Chiara Ferragni began photographing their girlfriends in various outfits. Instagram models often attempt to become social media influencers and engage in influencer marketing, promoting products such as fashion brands and detox teas. High-profile influencers are able to earn thousands of US dollars for promoting commercial brands. When choosing whom to employ, brands have become less concerned with the number of followers an influencer has and more focussed on their engagement marketing strategy. Research indicates that 89 per cent of influencers use Instagram to promote themselves compared to 20 per cent using Twitter and 16 per cent using Facebook.