How This Fashion Blogger Can Make $15,000 by Sitting on Her Couch

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Danielle Bernstein of WeWoreWhat

Danielle Bernstein of WeWoreWhat is 22 years old and makes up to $15,000 for sitting on her couch. She did just that for a collaboration with Project Runway, for which she lounged on her sofa and posted the evidence on Instagram.

“I would say I was watching the show,” she tells Harper's Bazaar magazine.

Bernstein is an attractive young woman with great style and the requisite balayage hair, like a million other Instagram-obsessed fashion bloggers. So why is she rising to the top? Her negotiating savvy certainly has something to do with it. The article's author writes:

She proposed she'd take me through how she makes money from Instagram, as long as she was the only blogger in the piece. ‘It's super important who I associate myself with in this industry,' she says. ‘It's not that I don't like other people, but there are some other bloggers that it's random seeming to associate myself with.'

Bazaar complied, and the tactic paid off. The day the piece was published, WeWoreWhat had 992,000 followers. Bernstein talked about what a huge milestone reaching 1 million followers would be, because her rate card could increase significantly from the $5,000 to $15,000 she currently charges for a single Instagram post. She predicted she'd hit that milestone in the next eight to 10 days. It happened in one.

Her other secret weapon? Never looking posed. Thomas Rankin, co-founder and CEO of Dash Husdon, a program that makes Instagram posts shoppable, says this aspect is key. He tells Bazaar:

It's not an editorial photo. We're not trying to be in a magazine. We're trying to create a moment.

So: brush up on negotiating skills and master that je ne sais quoi pose. Got it.

What do you think? Are these the secrets to blogging success? Share your thoughts in the comments!

[Photo via WeWoreWhat on Instagram]

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20 Responses

  1. Abby

    Power to her for being honest and finding a way to earn a substantial fee for a single “normal” instagram pic. I however, read the full article and she did not come off as very pleasant perhaps it is just her matter-of-fact attitude but the way she worded “I would say I was watching the show” comes across as insincere and that in the long run might not be so wise.

    • Hazel @ Hazearella

      I agree! Being a blogge and YouTuber isn’t easy and I get that but her responses sounded snobby. I can honestly say I had no desire to follow her on Instagram after reading this article!

  2. Anastasia

    I don’t know…To borrow a lot the idea of the logo from doesn’t look that witty to me. As well as the story “of success” that basically tells you how cool she is and how much she charges – without a real detailed story of how she got there….

    • Sara

      I feel you on that. I think so many of these girls, or people in general because there are guys making this kind of cash too, just shrug and say “I just sit there” is part of what is making this world a horrible place. They don’t have to work or earn their money. My question is, what if that company had said, “Wow this is a snobby little brat who watched Mean Girls one too many times.” instead of agreeing to her terms? We wouldn’t be reading this article. So how did she do that? That’s where the storyline is… and this article failed to illustrate that. So disappointing.

      xoxo sara

    • Donna

      I remember her at the conference two years ago, she did say she has an agent and her mother who is very well connected helped her in the earlier days of blogging. So it is no coincidence that a TV fashion show would pick her up to do an appearance or a store would have her do a capsule collection.

      This is why brands are having blogger conferences in every major city so that they can meet with other bloggers with a different perspective and who are grateful for opportunities and are hard working and nice.

      Keep your heads up and much success to Danielle and her business.

  3. Anastasia Nicole

    Something about the way she came off in the piece rubbed me the wrong way. Maybe it was the fact that she outright stated she had to be the only blogger they spoke with to keep her brand away from the riff-raff. (Obviously I’m paraphrasing but that is legit the tone she is taking.) I am also curious to know what isn’t being said because I have been in the blog game for years and know for a fact that when you see 22 year old bloggers blow up “overnight” they are usually well connected and well funded long before they get the endorsements.

  4. Melissa

    Idk how to feel about this. I’m a 22 year old fashion business student and I’m not pulling in those numbers yet… There’s got to be more to it (besides the fact that I’ve never even heard of her).

    But more power to her.

  5. Kim Thomas

    this is kinda insane. and while kudos to her (because who wouldn’t want a rate card like that??), but the one thing i absolutely hate about articles like her is that they don’t actually tell you anything outside how much $$ they can command with their blog. no one ever gives actionable advice about how to negotiate with brands, if/when you should charge + accept product from brands for sponsored posts (and how to draw up the contracts) or other real ways to help bloggers with monetizing as influence rises-its always obvious “know your worth” advice. yea, you figure things out as you go, and no one expects a handout, but just once i’d like to see a template, email script, something, to actually help guide bloggers through this.

    • Sara

      I have a one word answer for you: Integrity. I worked for a media company and that was the reason I left. The website I blogged for began to lose their integrity, their initial following was alienated and the numbers dwindled. We spent 2 hours brainstorming about a pack of bubble gum for advertisers. We argued over who could pull this off, who couldn’t, who would bring in the most numbers, ect. It was so corperate and I argued that our readers would see right through it all and see how fake it was an hate it. The campaign was a flop and I called it. That was the beginning of the end for me so I abandoned ship. I feel this is the biggest trend in blogging right now. Everyone is doing it for the money, not the writing and they are losing their voice and therefore there integrity.

      You want to know when to decline a product or compensation for a post? It doesn’t feel right. When you go from “I don’t like this product” or “I feel kind of blah about this.” to “But I need the money.” You’re losing your integrity. When every single post is sponsored or features sponsored content you’re losing integrity. You need to be the center of your world and your blog… this is what has happened to this blogger. Her rate card is the center of her world and it shouldn’t be. That’s why we are all so turned off by her (I’m making this assumption based on the tone of the comments at the time of writing this).

      xoxo sara

  6. Janet

    She shared numbers and I think that’s helpful to know for your own negotiations.
    The original post on Harper’s gives more details about her but the point is what you can make on Instagram if you have a strong following and the right look.
    Blog on!

  7. Melody Sours

    The charm of Instagram has been to get introduced to things that people genuinely like.
    While it’s true we’d all love to earn this kind of money for a post, I have to say that I’d never follow this blogger.


  8. Tales of Two

    And I thought I was the only one who wouldn’t want to follow her blog after statements like that. I’d like to give a benefit of doubt though because often honesty and matter-of-fact attitude can come off all wrong.

  9. VeronicaD

    So many bloggers who are making a nice amount of money started off not needing the money, well connected and able to afford professional SEO and marketing tools. It would be nice to have interviews from someone who did not have all of these things who has made blogging their sole career.

    • Justina Elumeze

      I totally agree!

      Would be nice to read about the journey and rise of a virtual unknown who – void of parental financial aid, as well as assistance through their parents or friends SEO and social media contacts – was able to rise above the ranks of such girls as this Danielle.

      Would definitely be nice…