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This is about instant eyeballs. For example if a solo model has 10,000 followers, and she tweets something out...those 10k fans instantly see it, on the web, on the phones, etc. Then a portion of those followers will retweet and spread the link, causing more followers of the model and more eyeballs.
Its really a marketing tool, but it has to be managed wisely or people will lose interest in the models tweets and unfollow.
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