{"id":2179786,"date":"2025-11-28T13:00:56","date_gmt":"2025-11-28T13:00:56","guid":{"rendered":"https:\/\/celebrity.land\/en\/?p=2179786"},"modified":"2025-11-28T13:00:56","modified_gmt":"2025-11-28T13:00:56","slug":"what-i-learned-about-business-from-an-anonymous-celebrity-gossip-account-on-instagram","status":"publish","type":"post","link":"https:\/\/celebrity.land\/en\/what-i-learned-about-business-from-an-anonymous-celebrity-gossip-account-on-instagram\/","title":{"rendered":"What I Learned About Business From an Anonymous Celebrity Gossip Account on Instagram"},"content":{"rendered":"

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Those who know me best are surprised to learn that I am a fiend for celebrity<\/a> gossip. I am fully up-to-date on the latest with Jason and Olivia\u2019s split and the special salad dressing; I know Leonardo DiCaprio\u2019s social calendar (a lot of Spain, a lot of Gigi Hadid). It wasn\u2019t always this way. I was sucked into the anonymously run celebrity gossip Instagram<\/a> page @DeuxMoi, and I couldn\u2019t be happier about it. I also think it can teach us about business.<\/p>\n<\/div>\n

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Most brands claim to have an online community, but actually,\u00a0just foist content and hashtags at barely engaged followers who scroll idly by. For those of us running B2C consumer brands<\/a>, DeuxMoi is the best example I can think of that is creating a community online. Shockingly, it has\u00a0created a mini empire primarily with Instagram stories that disappear in 24 hours. Here are some best practices inspired by DeuxMoi for our companies\u2019 social strategy.\u00a0<\/p>\n

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  1. Create a sense of exclusivity: During its early period, DeuxMoi was a private account you had to request to join, ostensibly because its gossip was (and still is) unverified. This created a digital version of a speakeasy: You had to be one of the cool kids who knew where it was to even have a chance at getting in.\u00a0<\/li>\n
  2. Let the audience lead: DeuxMoi is the most audience-generated account I follow. The topics and the content the account highlights are all generated by the audience, who become deeply invested in the account because they aren\u2019t passively consuming but actively co-creating.\u00a0<\/li>\n
  3. Develop storylines: The account has a series of inside jokes (NYC\u2019s boyfriend, \u201cSafe Sex,\u201d\u00a0\u201cyour boss\u201d) that won\u2019t make sense to newbies. That feels counterintuitive to building an audience, but these inside jokes\u2019 recurring themes create deeper engagement with the existing audience, leading people to tell their friends to follow.<\/li>\n
  4. Follow a calendar: I used to think a brand social media calendar was a shortcut to managing a social media manager\u2019s time by making the job super clear, but DeuxMoi taught me that a social media calendar can engage the audience. For example, the account\u2019s \u201cSunday Spotted\u201d celebrity sightings feature has become close to what used to be called \u201cappointment TV\u201d for followers of the account.\u00a0<\/li>\n
  5. Go multiplatform: After the Instagram account had been well established, DeuxMoi expanded into offshoot Instagram accounts (@revealmoi), podcasts, email newsletters, and selling swag. The sequencing matters: Establish a beachhead first and focus on doing one thing well, and only after you\u2019ve done that, use the following you\u2019ve created to meet people in other places where they are.<\/li>\n
  6. Develop and use your voice: Bad brands try to be everything to everyone and water down their voice and bury their point of view. Good brands know what they are and know even more what they are not. DeuxMoi knows it is a celebrity gossip account, and it doesn\u2019t apologize for it. Your business is not a celebrity gossip account and should know that. Whatever you are, lean into it, and don\u2019t be afraid that it won\u2019t be for everyone. That way, like making friends, the people who like you for who you are can find you.\u00a0<\/li>\n<\/ol>\n<\/div>\n