Why Chic Travel Upstart Béis Economizes on its Instagram Shoots

Shay Mitchell explains why "real" images draw more eyeballs than fancy ones

Actress Shay Mitchell shared her experiences as an entrepreneur at the 2020 Challenger Brands Summit. Sean T. Smith for Adweek

For a celebrity founder who counts 27.4 million followers on Instagram—and whose brand’s ecommerce reportedly depends on a whopping 80% of its traffic from the same platform—it’s logical to assume that Shay Mitchell’s upstart company Béis sinks major money into the colorful luggage and travel accessories shots that wind up online.

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@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.