Armie Hammer playing both of the Winklevosses (Winklevi?) in The Social Network feels a bit quaint now.
Today’s twins are launching their own twin-focused clothing lines, syncing up their pregnancies, and parlaying their millions of followers into massive sponsorship deals.
Big brands like PepsiCo and L’Oréal are vying to work with so-called twinfluencers — in large part, because they get a marketing twofer.
That is, they can promote multiple products, or different aspects of the same product, in one post.
And this twincession is global: twinfluencers are taking over France, Zimbabwe, and Australia. In India, one duo that goes by Chinki Minki has spun 3.4m+ Insta followers into partnerships with Mountain Dew and Maybelline.
Why are twinfluencers so hot right now? For those of us who grew up on The Suite Life of Zack & Cody, The Parent Trap, and Mary-Kate and Ashley Olsen, it’s partly driven by nostalgia.
But there’s also a “science” to it: the more similar twins look, the more us normies love them. According to the Economic Times, “A lot of time and effort goes into ensuring they look identical — by wearing the same outfits, maintaining the same hairstyle.”
If one twin puts on or loses a few pounds? India’s Chinki Minki says the other also has to.