“\[That\] also, to some extent, doesn’t allow us to monetize the page that much,” Miozzo says. “We’re not personalities…. We are not an influencer, someone people relate to.” The name of the game on social media today largely depends on a face—someone people can follow and with whom they can familiarize themselves. Check the Tag does not have that—it could if its founders were to step into the spotlight, but the sisters agree it would go against the ethos of their account.
“People…love the page because they can go and give their opinions, but, to some extent, it makes it harder for us,” Miozzo says. They currently have a Patreon account to which followers can subscribe for $2 a month, though there is no exclusive content, as they believe their content should be free. They also offer advertising to brands.
“We want to do this as a profession,” Milzfort says. “Our dream is to have the page be our main income, because we love this, and we feel like this has the potential to become our profession.” They’ve been in contact with Meta and Instagram in the past, they say, though it has not led to much. The platform can help “creators”—as in, content creators—grow, but usually when there is an external figure they can introduce to partners and stand behind.
Their account’s other distinguishing features include the volume of red-carpet posts, be they from an awards ceremony or a premiere, and the speed at which they’re made. The founders post practically in real time. “When we give our credits, we do vogue.com, instyle.com, _WWD,_ and now we do it with Check the Tag, because everybody watches that in real time,” stylist Jessica Paster says. Paster’s assistants will typically send credits to the Check the Tag sisters once talent has hit the red carpet, and sometimes she will DM the information to them herself. Paster also likes that they’re Brazilian, saying that she wants to support her fellow Latinas. “I love it that a Brazilian gets a piece of the pie,” she says.
It’s an arduous task; on one hand because it’s just two of them—there was a third member whom they parted ways with because he’s pursuing a political career in the United States—and on the other because it requires a lot of speedy, organized work. There’s a master spreadsheet of credits, there’s back-and-forth communication with brands and stylists, and there’s just a lot of frantic work in posting the actual content. This Sunday, for instance, they’ll work long LA hours from Brazil, posting well through the night as they cover both the Academy Awards ceremony and _Vanity Fair_’s party. Frankly, it doesn’t sound too far off from the goings-on at any given fashion magazine on a day like the Oscars.
Except that magazine editors are working their full-time jobs. Miozzo and Milzfort are not. They are doing this on the side while working day-to-day jobs as translators, which makes it all the more impressive.