Two Israeli Instagram stars are about to become even more famous: The Insta pages of ballet dancer Neta Meir and yoga guru Talia Sutra will be featured this week at the annual digital marketing Dmxco convention and expo in Germany, considered one of the most influential in the industry.
The two, who have a combined 1 million followers on Instagram, will soon feature advertisements on their pages, after attracting followers from all over the world with their stunning images.
Meir, a 17-year-old professional ballet dancer who runs Instagram page WorldWideBallet (which is also linked to an online ballet gear store), has more than 683,000 followers; Sutra’s page, “Love and all is coming,” is followed by 300,000 yoga enthusiast from all over the globe.
While Sutra’s Instagram page features seemingly impossible yoga poses, pictured with spectacular views of Israel in the background – including the Negev desert and the Mediterranean coastline – Meir’s photos and videos of male and female ballet dancers feature the world of classical dance and all its facets. “There’s so much talent in the world that needs to be shared,” she says.
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These Instagram pages will be presented to some 90,000 convention guests, mostly European digital advertisers.
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According to digital marketing expert Eran Nizri, CEO of LDRS, which connects social media influencers to advertisers, social media stars are perceived as authentic and relevant to followers, and that’s why advertisers are increasingly trying to hop on the “insta-blog” bandwagon. “Israeli bloggers generate quality content and a significant number of followers, so it’s time to give them an international jumpstart,” he says.
Tapping into the $600 billion international advertising industry, social media stars like Meir and Sutra are just two of the new players who increasingly shift advertising budgets away from traditional media. According to research firm emarketer, about 40 percent of advertising budgets currently go towards digital and mobile marketing.
Meir, who started her Instagram page in 2014, is already reaping the benefits of her popularity with a line of warm-up outfits for ballet dancers, which she sells on her website.
Photos: Neta Meir, Talia Sutra, Kristopher Allison
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