Started by real-life best friends Emma Diamond and Julie Kramer, Comments By Celebs quickly gained a cult following on social media, with celebrities themselves being among the followers. The concept is pretty straightforward: every post features a comment a celebrity has posted to another celebrity's Instagram account.

And the result is pure entertainment made possible by Instagram changing the algorithm to spotlight comments left by verified users. It got quickly caught by pop culture enthusiasts and A-list gossip aficionados. The self-proclaimed "pop-culture enthusiasts" immediately noticed celebrities interacting with each other directly and sending screenshots to their own group chat.

“I think what’s happening is that we are, in a way, humanizing celebrities and making the public aware of their relatability,” Emma Diamond told Forbes. “Think back to ten years ago: stars seemed like they were ‘untouchable.’ Now, fans can see an authentic, behind-the-scenes view into these A-listers’ lives. It’s a very interesting shift. Something about reading a comment written by a celebrity feels more intimate than your classic paparazzi shot.”

According to Emma, artists, people in the music industry, are definitely understanding the value that social media carries in terms of elevating them. “I'm not going to say more than actors, but we've definitely seen a rise in it,” she said in another interview.

The co-creator Julie Kramer believes there’s another thing with artists versus actors and “it is that fans tend to be a little more committed and a little more invested in artists rather than actors. And it's something that we noticed.” She told Glamour that “a lot of times, artists, when they are posting during awards-show season, it's a lot more... maybe a little more interactive or a little more for their fans than actors a lot of times just because they know how dedicated their fan bases are.”