Slammed by Piers Morgan recently and labelled “greedy” and “repulsive” on Twitter, the Kardashian-Jenner clan evoke their fair share of controversy. However, their influence on Social Media cannot be ignored. They have revolutionised the way in which we brand ourselves online.
The Kardashians rose to fame through “Keeping Up With The Kardashians” back in 2007, whereby the family gave us an intimate look into their lives before Social Media gave us the capabilities to do so. Therefore, with the help of Social Media we really have kept up with the Kardashians 12 years on.
Rankings based on followers (12/02/2019):
@kimkardashian 127m followers
@kyliejenner 126m followers
@kendalljenner 103m followers
@khloekardashian 86.4m followers
@kourtneykardash 73.2m followers
They have grown their billion dollar empire by using the power of Social Media and developing influencer culture. We can learn a lot from The Kardashian-Jenner clan and the way in which they use Social Media as an essential tool for their success and personal branding. The Kardashian-Jenners’ are not considered influencers and socialites, they are worthy business-women and fashion icons, by which we can indeed learn from (never a sentence I thought I’d say!).
They have mastered the art of Social Media and have influenced many iconic pop culture moments, such as Kylie tweeting about her views on Snapchat:
sooo does anyone else not open Snapchat anymore? Or is it just me… ugh this is so sad.
— Kylie Jenner (@KylieJenner) February 21, 2018
The above tweet had a huge economic impact and saw the market value of Snapchat decline by over $1 Billion! This type of power that the Kardashian-Jenners’ have is not to be overlooked but embraced.
Their power stems from their ability to craft excellent brand awareness (mostly in the form of publicity stunts) giving their audiences something to talk about, supported by careful and creative strategy, and the understanding of their audiences.
After reading Forbe’s articles on lessons to learn from Kylie Jenner we feel these lessons can be learnt from all of the Kardashian-Jenners and applied to your business:
Know Your Audience
They have tapped into the millennials and Gen Z’ers market, who have a passion for new trends and have grown up with reality television and uses this to her benefit by speaking to them as if they were her friends or family engaging this demographic across Instagram, Snapchat and YouTube.
Promote Your Products – but don’t be over-promotional
The Kardashian-Jenners’ balance the plugging of their product shots, updates on their collections etc with ‘real life’ shots and sharing stories of their personal lives and looking at what their fans want from them not just their customers.
Ignore The Haters
The Kardashians believe in their brand and products, thus not letting the ‘haters’ get in the way of her purpose, they also engage with their existing fans creating loyalty and strong bonds.
Partner with influencers and have successful partnerships
The Kardashian sisters act as a unit on Social Media – all sisters play a part in promoting each other’s products and social media profiles and building each other’s brands.
Use Content To Educate
For example, Kylie Jenner uses Social Media to teach her followers about her products and has tutorial sessions about how to use her products in a way that is digestible and entertaining.
View this post on Instagram
When promoting your business on Social Media, you need to give your audience a reason to follow you. This means keeping your content relevant to them encouraging them to reengage with your social channels on a regular basis. Importantly, stick to what you know on social media.
Although we can learn a lot from the Kardashians, there has been a backlash recently in terms of this type of influencer interactions, users are fighting against it. Even the Kardashian-Jenners cannot post like they used to with the Advertising Standards Agency announcing that any promotion of a product needs to be described as such i.e. #ad eliminating any doubt that they are promoting a product and not just ‘recommending’.
Influencers now need to be much more transparent when they are recommending and promoting products and services in a bid not to be misleading and intrusive, as Piers Morgan (their biggest fan) quoted “The Kardashians permeate every pore of our waking life with their tweets, Instagram posts, fashion lines, perfumes, makeup and topless selfies”.
Albeit a harsh comment, this stems from an element of truth whereby the influencer culture is now deemed as false to the user, we are now armed with the knowledge of the industry and not as fooled as we once used to be.
However, the Kardashians are doing something right – being the most followed accounts on Instagram it continues to be worthy to consider their approach although your goals may be different to theirs.
The Kardashian-Jenners have conducted themselves on Social Media to take them from reality TV stars to cultural icons, and all thanks really to ‘Momager’ Kris Jenner who has been labelled a ‘branding and business wizard’ carefully and creatively mixing both personal and promotional interactions with their followers; looking at their fan base as fans and not just customers. The line between ‘mother’ and ‘manager’ does tend to blur but this approach has built the Kardashian empire and for that, we can thank her.
For more information on social media and using influencers to support your brand, contact our friendly social media team!