IMG Models is ditching shopping malls and taking to Instagram to scout new talent. Last week, the agency announced the launch of the "We Love Your Genes" campaign, complete with an Instagram handle and a hashtag (#WLYG). It promises that if you tag your best selfie with the appropriate hashtag, IMG scouts will be combing through the feed.
While this isn't the first time Instagram has been used for model scouting—just look at the success of #CastMeMarc—the new IMG initiative isn't a contest or promotion, but rather a new, permanent addition to the way the team scouts models. The company boasts that it has signed nearly a dozen girls from Instagram so far, and their account is full of advice on how to get a scout to stop and do a "double tap" (think #selfies! #nomakeup!).