Authenticity. Scandal’s leading lady, social media star, and Neutrogena/O.P.I brand ambassador, Kerry Washington says that’s the key to building her social empire.
“My engagement in social media is me,” stated Washington during Sunday’s SXSW Convergence on the Future of Entertainment and the New Rules of Social Stardom. “[What I post] is true to what I’m thinking, feeling, and liking.”
Washington, who pulls 4.1 million followers on Facebook, 3.8 on Twitter, and 2.4 on Instagram, was an early adapter to the world of social media. “My entry to social media was a lot like my entry into fashion,” said the always fashionable actress. “I didn’t always care about it, but I started to realize that people who paid more attention to their red carpet looks were offered more roles. … It’s an extension of what I do. It’s part of my personal brand.”
But the actress’ personal brand runs much deeper than just fashion and acting. “I’m as interested in what walked in Paris Fashion Week as I am about Hillary.” Washington, known on screen as Olivia Pope, is considered a social activist in many circles. In fact, her partnership with beauty company Neutrogena is (at least partially) based in activism.
“When they brought me on they didn’t have a foundation I could wear. Their darkest color was something like ‘tan,’” said Washington to a standing room only ballroom. The actress not only helped create a more complete range of foundation tones, she also reached out to fans who were angry that she’d partnered with a company that didn’t acknowledge women of color’s skin. “We would set up Skype calls, and then they’d see me. … I got to tell them – women of color – your voice matters. Look at the change you created. That’s possible because of social media.”
As one of Hollywood’s most prominent women of color, Washington considers it a political move every time she’s offered a leading role. And she’s made a personal contract to only take starring roles now. The same thing goes for companies she works with. “It’s very important to give voice to the voiceless.”
Kerry Washington and the New Rules of Social Stardom
Sunday, March 13, Austin Convention CenterThis article appears in March 18 • 2016 and March 11 • 2016.