I cannot believe I am writing a blog post about Kylie Je
nner. Well, not Kylie herself, just the online influence she has and how it changed February 4th, 2018.
Let me start by saying I am not really a fan of the Kardashian/Jenner era. I have never watched their show, I don’t follow any of them on social media, and I certainly role my eyes when I see their ‘influence’ splashed around just about everywhere. However they are truly a family that has made their empire through social media. We cannot deny it. Whether you are a fan or not. And I believe it’s something worth looking in to.
The five sisters have a combined 431 million followers on Instagram. Let that sink in a minute. Sure, some of those numbers are the same person following multiple accounts, or the same person
with multiple accounts following more than one, but regardless how you look at it: that number is huge. It’s so big in fact, that they can get paid up to half a million dollars per post. Do you need to sit down?
The girls have built up their image so they are major influencers in all things: make up, fitness, perfume, watches, accessories, clothes, shoes, cars, etc. You name it, the ladies of the Kardashian/Jenner household have targeted that market. And it goes for any age too. Considering the sisters range from 20-37 years, they have audiences of all ages tuning in.
And because of their vast social media following, they are saving major bucks on marketing as well when it comes to their own products. In lieu of Valentine’s Day, Kim Kardashian released a new line of fragrances. They were packaged with trending saying like “Ride or Die”, “BAE”, and “BFF”. Ugh. But who am I to judge? It’s her own line, and she modeled the fragrances herself on her instagram page. They sold out in four days. At $35/perfume. Kim’s paycheque? A cool $10 million. Not bad for a handful of Instagram posts and three sleeps, eh?
That brings us to Super Bowl Sunday. For those who don’t care and are not in the know, there has been a sneaking rumour that the youngest one, Kylie Jenner, was pregnant. Kylie is the second most popular on social media of the five sisters. Her Instagram has 103 million followers and over 5000 posts. Needless to say, this girl lives on her phone (not unlike many other 20 year olds). So it was odd when she suddenly disappeared in the fall. Only the occasional post here and there promoting her beauty line Kylie Cosmetics; which is on track to make one billion dollars by 2022 according to Forbes.com. Kylie Jenner chose to release the info that not only was she pregnant, but she had already given birth, and followed up by releasing a 12 minute short video documenting the past 9 months of her life for her fans. Still don’t think she runs the internet? She had more social engagements than Justin Timberlake (Super Bowl Halftime performer), the New England Patriots (one of the teams playing in the damnSuper Bowl), and just about every company with ads and commercials in between the game. And at $5 million per 30 second commercial, I’d say her ‘free’ Instagram post probably weighed heavy to everything (and everyone) else.
There you have it. I understand people are sick and tired of talking about this family, but numbers don’t lie. They have taken over the online social media market. And who can we blame for creating such an empire? Us.
Facebook: So Who Really Won the Super Bowl? Two words: Social Media. [link]
Twitter: How Social Media Won the Super Bowl [link]
References: Fast Company, Feb. 5th, 2018 article: The Eagles, T-Mobile, and Kylie Jenner’s Baby Won the SuperBowl
Glamour.com, Feb. 6th 2018 article: Kim Kardashian’s Kimoji Perfumes Made $10 Million in Four Days