Kylie Jenner, perhaps the most powerful user of social media influencing consumer behaviour of our time? Although she is not technically an Opinion Leader as she makes profit from what she posts about, Kylie Jenner is certainly a person who informally influences the attitudes and behaviours of others.
Kylie Jenner is originally known for her appearances on E networks reality TV show ‘Keeping Up With The Kardashians’ and famously known to do everything with older sister Kendall Jenner.
As for her independent stardom, it all started with social media where Instragram and Snapchat played a major role.
Although, before any of her major business moves, her Instragram and other social media scopes were just like any regular teenagers… Nothing but rookie selfies, poor use of filters and amateur captions.
Here she created a substantial follower base, but nothing too extreme. With regular posts about her luxurious teenage lifestyle, Kylie gave her followers an insight on what she did, what she wore and who she was with.
But as the years changed, so did the quality of her feeds. Selfies became professional photographs, captions became shorter and hair and makeup became flawless in each and every picture. People soon wanted to be her, have her features and live her luxurious life. She quickly became an influential leader all thanks to the ever increasing follower base.
Social Media Growth and Self Initiated Trends
Ever since her new, iconic look was showcased, as her features grew, so did her follower base. March 2014, Kylie posted one of the first iconic shots. It featured sunset lighting, flawless makeup, trendy attire and perhaps the biggest reason for her cosmetics business growth, her big, plump, lips.
As Kylie Instragrammed/ Snapchatted it, followers wanted it and copied it. An early example of her easily influenced follower base wanting her look was the blue ombre trend that spread like wild fire.
Beauty Bloggers with thousands of followers, such as Riley Valentine and Inertia of Beauty showed their own viewers (Opinion Seekers) how they could instantly achieve the ‘Kylie’ look.
But the focal point of this blog isn’t her hair, isn’t her luxurious lifestyle, isn’t her name… But Kylie Jenners lips and flawless makeup that influenced all of her followers to later buy her products and grow her cosmetics empire.
She started off by always showcasing her makeup and her big lips by making them the focal points of all selfies uploaded. Being makeup and lip focused created her an image separate from that image of her being just a part of the Kardashian/Jenner clan.
Below, are a number of posts that were uploaded by Kylie on Instagram, long before any talk of her ‘Kylie Lip Kit’ range hitting the world.
Lips… Lips… and Lips…
The quality and character of each and every upload led to her large follower base obsessing over her new and ‘improved’ look. Throughout her numerous, exotic lip uploads, she also uploaded posts emphasising her expertise in the makeup area (also before any lip kit release talk). This helped to convince and prove to her followers she had a substantial background in makeup and she clearly knew what she was doing.
The start of the ‘Kylie Lip Kit’ Epidemic
Followers and fans wanted her lips and wanted to know what make up she was using.
She slowly started to subtly feature her own lip line in her posts, with an image of her self wearing big bold lipsticks with captioning such as stay tuned. These images always had the hashtag of #Kylielipkit and fans soon became very fimilar with these 3 words (Kylie Lip Kit).
In November 2015, the first post on Instagram notified followers that the official lip kit were to be released and featured just 3 streaks of lipstick swabs, simply saying:
“22 HOURS. DOLCE K, CANKY K, TRUE BROWN K.”
As well as this, Kylie supported all of her Instagram ‘Kylie Lip Kit’ posts through Snap Chat. With her ‘Kylie Lip Kit’ Lip Liner and Matte Lipstick range soon to be released, Kylie Snapped her ‘daily‘ makeup routine using her products broadcasted over her story (accessible by all Snapchat Followers), saying what product she was using and how she was using it.
Followers and fans were going crazy. Everyone wanted their hands on the latest cosmetic product hitting the market, exclusive to https://www.kyliecosmetics.com with a limited number of stock available (introducing scarcity). 2 years of build up and establishing her image from Kylie herself over social media and multiple marketing techniques such as ‘the drop’, correctly idendifying her target market (young women, familiar with technology and heavy users of social media) and luxuriating her product led to the demand of the Lip Kit being so high that all 3 kits sold out in 1 minute, causing the site to momentarily crash.
So, by successfully influencing her followers attitudes and behaviours through social media just in her Lip Kit Range (not to mention her other cosmetic ventures such as ‘Kyshadows’, ‘Kyliner’ and other lip ranges), the teen socialite has achieved mass independent financial success, proving that Kylie Jenner is perhaps the most powerful user of social media influencing consumer behaviour of our time….
Lord help us.
Pearson 10th Edition, Leon G. Schiffman, Consumer Behaviour.