As a personal assistant to a well-to-do retiree, Nora Szigeti is tasked with much of the usual fare: managing a calendar, booking travel, running errands. But after her 70-year-old boss recently came across an Instagram post shared by the account Class of Palm Beach, which documents outfits people have worn around that wealthy town, she took on another duty: publicist.

“My boss would be a perfect person for your site,” Ms. Szigeti, 50, recalled writing in a message to the account in November. Soon after, her employer, Oblio Wish, appeared in a video shared by Class of Palm Beach, in which she showed off her wardrobe full of items from Dior, Gucci and Chanel.

She is one of the hundreds of Palm Beach residents and visitors — whose ages have ranged from 20-something to 80-something — who have been featured on Class of Palm Beach’s Instagram, TikTok and Facebook accounts since they were started last March. Its accounts on those three platforms now have a combined audience of more than one million followers.