. >> reporter: cara dell vien has almost 10 million followers on instagram, making her even more in demand. >> models can tweet about their life, take pictures instagram them. if we like them, we follow them. the magazine editors see that a model has hundreds thousands, if not millions of followers before they've even got a cover. >> reporter: she's in good company. kim kardashian's little sister kendall jenner is a rookie in the modeling world. her 20 million followers on instagram helped her land a lucrative deal to be the face of estee lauder. and big gigs, walking a-list designers like diane von furstenberg. instagram has given her a huge platform to market herself and her brand. more followers means more jobs. >> i mean, my instagram is my personal thing. i like to have fun with it. i like to show people my life. >> reporter: matthew's new jetset life is something his father hasn't gotten used to. >> he saw me with a hair dryer which i've never even thought about using one. he goes "gives some volume to your hair?" >> modeling st i looked at him. he shook his head. just laughed. "oh,