Before you roll your eyes, you might have more to learn from the 23-year-old social media icon than you might think. Taking the title of “youngest self-made billionaire” from Mark Zuckerberg, Kylie Jenner has made Time Magazine’s list of “most influential” teens and has appeared on the cover of Forbes as a part of the “richest self-made women” list. I know, I know; we can argue about the “self-made” thing all day, but with a net worth of about $900 million, let’s just give the girl some props and see if we can make a learning moment out of her influence with 192 million Instagram followers. You want to talk about influence? How about when Kylie tweeted her decreased interest in Snapchat in 2018? “Shares of its parent company dropped by 6.1% the following day, wiping out a whopping $1.3 billion in market value,” says biography.com. So even if your company couldn’t be further from a cosmetics brand, here are 4 things that Kylie can teach you about your social media.
It’s not about pleasing everyone
Kylie knows her target demographic and it shows. From the language she uses to the platform she chooses, it is clear that she has nailed her buyer persona, especially when her products sell out within minutes of launching. According to statista.com, “in 2020, an estimated 3.6 billion people are using social media worldwide, a number projected to increase to almost 4.41 billion in 2025.” While there are billions of fish in the sea, your goal is not to be appealing to everyone out there. The reason Kylie is killing it is because she knows who her niche audience is, what they want, and she delivers. She’s not for everyone, but that’s business, right? When you can narrow your focus to pleasing your niche, your social media content will go a lot further for your brand.
Let them connect with you on a personal level
You’ll notice that while Kylie of course markets her cosmetics brand, it’s not all product shots and sales pitches. If you scroll through her feed, you’ll see a good balance between company plugs, magazine shoots, family shots, and at-home makeup looks. She lets people in to her personal life, gives her audience behind-the-scenes peeks, and makes them feel included in her day-to-day life. Connecting with your followers on a personal level can do wonders for your brand and allow your consumers to see the person behind the brand. Authenticity is in right now and your prospective clients want to see the real deal. According to Sprout Social, “53% of consumers say they’re likely to buy from brands that are transparent on social and 86% of Americans say transparency on social media is more important than ever before.” Don’t force your followers to choose a competitor because you’re not putting yourself out there enough.
Know your strengths and use them
Not only does Kylie focus on her niche audience, but she sticks to what she’s good at and what she knows. She knows that she’s a powerhouse in the beauty, fashion, and skincare industries, so her products and messaging don’t stray far from those sectors. We know that Kylie has plenty of talents up her sleeve, but what she’s good at is not making her brand too confusing. Is your brand doing too much? Remember why your company was built in the first place and ensure that you are giving 110% to the things you are really, really good at, instead of 50% on everything you can get your hands on. For Kylie, her cosmetics company started with her insecurities about her thin lips, and if you know anything about her brand, you know that it has stayed true to her beginning. When it comes to your social content, highlight what your company does well, talk about what you’re good at, and use your strengths to push your social forward. Meryl Streep says, “What makes you different or weird, that’s your strength.” Always let your differentiating factor lead the way and know when you’ve stretched it a little too far.
Be consistent with what you post
Remember when everyone was super obsessed with their grid looks? While that’s not quite the same anymore, consistency and branding is still super important. While Kylie posts a variety of content, her voice, topics, and look remain consistent. It’s not about posting a quote every Tuesday or ensuring that your blog is up the 3rd Wednesday of every month. Consistency is about giving your audience what they want to engage with; they should know what to expect when they read or view something from your brand. Create a content calendar, pay attention to engagement, and always make sure that your content is on-brand. If you’re a regular blogger, just keep it up, and if you’re known for sharing travel tips, stay there and own that space. While crossing boundaries and thinking outside-the-box is still in, there’s a way to do it where it still fits into your brand. According to Forbes, consistent brands are worth 20% more than those with inconsistencies in their messaging and look. (Just in case you needed one more reason to work on your consistency!)
Now I am not promising Kylie Jenner status by tomorrow at noon, but if you can nail some of the things that she does really well, your social media will be better positioned for continued brand growth.
Need help with videos, blogs, or social templates to take your social media to Kylie Jenner’s level? Contact us at Lillian James Creative so we can help you with all of your content needs.
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