How Kardashian drama helped 'Comments by Celebs' make the jump from Instagram to podcasting success
This story requires our BI Prime membership. To read the full article,Emma Diamond and Julie Kramer run the Instagram account Comments by Celebs, which has more than one million followers including famous faces and their fans.
But less than two years later, they're hitting one million downloads per month and scoring sit-down interviews with celebrities likeThe Comments by Celebs Instagram page posts daily screenshots of funny or newsworthy comments that celebrities make on social-media posts. On the podcast, Diamond and Kramer break down celebrity drama, play games involving hypothetical celebrity scenarios, and occasionally interview famous guests.
The Kardashians are a regular feature for the duo. "Comments by Celebs" produces two podcast episodes a week: one entirely devoted to the Kardashians, and another episode unpacking celebrity news stories and naming award winners for the funniest comments and best clap backs of each week. "The unexpected thing was that other people started to care about our opinions and not just us breaking down the story," Kramer said.
For instance, when brands expressed interest in advertising on Instagram, Diamond and Kramer worked with them to design the ad in the form of a caption and comment so it didn't disrupt the layout of the Comments by Celebs page, which consists only of screenshots of social-media posts uploaded a few times per day.
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