When I look at his website I don't see the kind of images you'd expect to see from someone who claims to be a working commercial photographer. I see zero studio work, and nothing with any sort of artificial lighting. His portrait work is the typical "shots of my friends for instagram" type of images that you see all the time. I see nothing in his portrait portfolio that tells me anyone has actually paid him to take their portrait.
This guy looks like his style was developed completely on Instagram. The point being that it's a totally different approach to becoming a working photographer. As I mentioned (maybe you missed it), companies will pay popular people for product placement. The budgets are usually pennies on the dollar relative to the traditional advertising approaches, but it gets their product or location in front of a decent sized audience for not too much money, while helping these social media mavens work their way up. As I mentioned to the O.P., getting popular on social media takes a lot of time and dedication, but not necessarily in the sense of "honing your craft" so much as working to pimp yourself across a variety of platforms. Once there however, there is the possibility for a decent revenue.