Kylie Jenner, otherwise known as King Kylie. Social Media Queen. Whether it be Instagram, Snapchat, or Twitter, it seems like her whole life is spent broadcasting the fabulous life of the 18-year-old reality TV star from Keeping Up with the Kardashians.
Kylie has over 46.4 million followers on Instagram and has received over a billion likes for a total of 960 photos she posted in 2015.
Check out Kylie’s Instagram here.
Although her brand may have started with her debut on her family’s hit reality TV show, Keeping Up with the Kardashians, she developed her own personal brand by advertising her life on social media. She is most well known currently for her new lipstick line, Kylie Lip Kit By Kylie Jenner, and her hair extension line with Bellami Hair, Kylie Hair Kouture. But she also has a clothing line with her sister, Kendall Jenner, partnered with PacSun and TopShop, a jewelry line with Pascal Mouawad’s Glasshouse to create the Metal Haven by Kendall & Kylie jewelry collection, and a shoe and handbag line for Steve Madden’s Madden Girl line.
ON TOP of all of these things, she recently released her own website and mobile app that feature podcasts and exclusive information about the star.
You could even say her brand developed from the fashion fad she started — the Kylie Jenner Lip Challenge. Girls all around the world were SUCTIONING their lips into cups to make them as big as Kylie’s… and the new trend? Well, when she admitted to getting lip injections on KUWTK, girls gave up on the suctioning and went straight to the doctor’s office to get injections instead.
So the real PR question is…
What is Kylie’s brand — positive or destructive?
Here’s my take: When it comes down to it, Kylie’s brand is whatever you make of it. It’s what she wanted to be seen as, and society has pretty much accepted it. Whether we like it or not, she’s definitely influential — she was even named in Time’s Most Influential Teens list for two years in a row.
And she used this influence for good when she started the #IAmMoreThan campaign. These posts inspired people all around the world to break free from their illnesses and bullying and share their stories — and if they were good enough, Kylie featured them on her Instagram and blasted it to her 40-some billion followers. Through this campaign, she combatted an issue she deals with every day — online bullying — and raised awareness for several diseases the world may have not even known about, especially Kylie’s younger followers.
As an aspiring PR professional, I have to admit — she knows the secrets. Two words: NEWS VALUES.
Kylie has made an IMPACT by using HUMANITY and PROMINENCE. She owned the TIMELINESS and RELEVANCE of the lip injection situation to break out her new lipstick brand and used the honesty of her lip injections to deal with CONFLICT… I mean, brilliant, right? And she’s definitely UNIQUE, that’s for sure. I mean what celeb has dyed their hair bright blue?
And she did this all through social media. She showed us that anything was possible with a few good #relationshipgoals pictures and a little bit of help from a few famous friends. She’s told E! News that the moments she shares are moments she wants to share… all the other moments of her life are shared privately with only those that she wants to share those moments with.
King Kylie… may you forever reign as Social Media queen and use your power for good.