Rich teenager or social media genius?
When Kylie Jenner first appeared on her family reality show, ‘Keeping up with the Kardashians’, who would have thought that she would hold such influence on today’s pop-culture. Unlike other celebrities who are famous for a specific talent, Kylie is fronting the wave of new age celebrities who are famous just for being themselves. And her profile is perpetuated mainly by sharing photos and videos of her daily life on social media. There’s no doubt she certainly had a leg up when she started, but the way she has mastered social media to grow her brand and business is fascinating.
She is the most-followed celebrity on Snapchat and has more than 61 million followers on Instagram, which makes her the 8th most-followed celebrity after Justin Bieber. She allows her fans to get an insight of her life by showing photos and videos that are personal and ‘real’. It makes her fans feel like they are connected to her personally rather than looking at a public figure. She post photos of her doing normal teen activities but in a lavish style, which appeals to their demographic. It is her understanding of the audience and their interests that made her different to other celebrities. The Kardashian sisters all launched their own official apps that give paid subscribers access to exclusive content of them and Kylie’s app has more downloads than her sister’s.
With over 60 millions followers she see the advantage of using the platform to promote her cosmetic line, Kylie Cosmetic. She posted teaser images to advertise her new product Lip Kit. The result is that the Lip Kit sold out in 20 minutes when they were launched. Advertisers also see the opportunity to promote their products on her account and are willing to pay $100,000 to $300,000 for a single post.
While many people do not understand why she became so popular, her success has proven communicating through social media with younger audiences can be a more effective approach than traditional media. Brands should be down-to-earth and relatable on social media to connect with their audience otherwise it will just be a normal advert to consumers.