One of the most entertaining Instagram accounts out there is, hands down, Comments by Celebs. Started by real-life best friends Emma Diamond and Julie Kramer, the concept for it is simple: Each post features a funny comment a celeb posted to another celeb's Instagram account. Comments by Celebs has racked up an impressive 1.4 million IG followers; with it, Diamond and Kramer are on the cusp of becoming full-fledged media tycoons.
With awards season coming up, people will be watching celebrities even more closely than they already do, and Comments by Celebs will be a destination for content. Below, Diamond and Kramer explain how their business changes during this busy time. They also open up about their workday, celebs sliding into their DMs, and so much more. Read on.
Glamour: Walk me through what an average workday is like.
Emma Diamond: Every day is so different. On Mondays and Tuesdays, we typically record our podcast, so on those days we're in the studio for a bunch of hours. The days leading up to that, it's just a lot of research and making sure the outlines are all ready to go for the actual podcast. The first thing we do every morning is check our DMs. We're so fortunate to have followers that are so engaged and constantly sending us content the second they see it. So we try to catch up with what we may have missed while sleeping. That's the first thing we do to make sure there's no breaking news we need to post.
And what time is that generally?
Emma: For me, it's early. I'm usually up around 7. For Julie, it's a little more like 9, 9:30. It kind of works for us because I also go to sleep earlier than Julie does, so she takes a little bit more of the night shifts, and I take a little more of the early mornings. Throughout the day, it's just constantly gathering content and deciding what's going to be a round-up, what's going to be a solo, and constantly monitoring and seeing what's happening that's really relevant today. On the business side, Mondays and Tuesdays are typically days we take meetings. The rest is just a lot of creative conversations, talking with brands...there's so much happening right now. We split our time between live content and the back end of things, which is the media company we're trying to build.
Is there an average time you try to sign off so you can set a boundary? Or are you just always on?
Emma: No, there's no such thing. Our big joke is that the only time we're really not on our phones is when we're doing someone else's podcast because even when we're doing ours, we're obviously not on our phones, but we have it right there, and Isabelle, the third member of our team, is sitting right there in case something big happens. So the only time we're really shut off is when we're sleeping and when we're in a meeting or on someone else's podcast.
Are you still doing all the posting yourselves or have you hired someone or have an intern to help with that at this point?
Emma: No, it's all us. The only thing that someone else does is we hired someone to run the athletes account.
For awards season specifically, how might your day differ?
Emma: We're just a little more tuned into specific people, meaning specific celebrities. So, if there's someone that we know may be posting something that will kind of gain a lot of traction from other celebrities, we will maybe focus a little more on that.
Julie Kramer: For example, if someone's nominated for something and we know that they're going to be posting about it or if we think they're going to be posting about it, we're constantly refreshing.
Is there anyone this season in particular that you're going to be looking out for, paying closer attention to?
Emma: Good question. I don't know. Anybody who's kind of, like, the next sensation or someone that the internet's very focused on.
Just in general, is there anyone who's not on social or not maybe very active that you would love to see increase their presence?
Emma: We would love to see Jennifer Lawrence on Instagram. I think she would be unbelievable. Both content- and comment-wise.
Julie: Especially around awards season too.
Emma: She's for sure our number one. We kind of also always fantasized about the idea of Jennifer Aniston joining just so that we could see the contrast between her and Courteney Cox because Courteney Cox is honestly excellent on social. So when she came on Instagram, which was really recently actually, she kind of just took off. So yeah, we always love to think of the idea of if Jen were to come on, how that would kind of play itself out.
Are there any celebrities or comments that you don't cover or sort of is off the table for you?
Emma: I wouldn't say individual celebrities, but more so like circumstance-wise, we just try to stay away from the negativity. So if there's something that's super negative or kind of just mean-spirited or drama but not in a good way kind of thing, we tend to stay away from it.
I asked my office about what they most want to know from you guys, and the number one question was: Are there celebrities who get into your DMs and if you can reveal, who?
Emma: I definitely don't feel comfortable saying who, but yeah, I mean…that has definitely been an unforeseen thing that happened with having this whole account. When we initially started, that was by no means our intention or even something that we had considered happening, like developing these relationships. And we've been really fortunate to develop these really honestly close relationships with a lot of people, a lot of famous people. And I think they feel, even the ones that we're not friends with, I think they recognize that our goal is never to be disrespectful and that we are very confidential and trustworthy. I just think it's like a healthy relationship. They get where our heads are at. So yeah, that's been a huge part of our job, honestly, is interacting with celebrities and then building those relations.
What's the biggest challenge of your job right now?
Emma: It's so funny. Someone asked us this yesterday, and we said we feel so fortunate to even be doing this as our career, but it seems so weird to even name a challenge, you know what I mean? Because we're just constantly so grateful for the fact that this has turned into our careers. But I think, I guess the...what would you say...the pressure to be on our phones? Yeah.
Julie: I think also trying to appease everybody is not easy. And when there are certain people who want certain posts or don't like certain celebrities, then having to kind of sift through what's worth posting and what is going to be too much of a specific celebrity or annoy some people and make others happy. I think that's often difficult too.
Would you consider awards season your busiest time?
Emma: No, no, I don't think it's particularly busy for us. I feel like the content is pretty constant for us.
Do you see more engagement during awards season?
Emma: It depends. I definitely think that our awards posts from awards seasons do get high engagement because people are just naturally wanting to share their opinions and our page kind of acts like a nice place to be able to do that, kind of like a forum.
How does social media content differ between musicians and actors?
Emma: Just as a general statement, artists, people in the music industry, are definitely understanding the value that social media carries in terms of elevating them. I'm not going to say more than actors, but we've definitely seen a rise in it.
Julie: I think also another thing with artists versus actors is that fans tend to be a little more committed and a little more invested in artists rather than actors. And it's something that we noticed. I think that a lot of times, artists, when they are posting during awards-show season, it's a lot more...maybe a little more interactive or a little more for their fans than actors a lot of times just because they know how dedicated their fan bases are.
This interview has been edited and condensed for clarity.
Originally Appeared on Glamour