Kylie Jenner: the highest-valued influencer currently on social media today, the youngest member on Forbes' Celebrity 100: The World's Highest-Paid Celebrities of 2017, and an indisputable global brand in and of herself. Her cosmetic line alone is on track to becoming worth over $1 billion dollars within the next five years.
It is of no surprise that this immensely successful young woman got much of her influence through the usage of social media. Combined, Jenner has 154,775,091 followers across Facebook, Twitter and Instagram, and was confirmed to be the number-one most followed user on Snapchat in 2016. She gains thousands upon thousands of new followers every day. She is a social influencer who people trust and often look towards for trends to follow and products to use.
As such, Kylie Jenner is a known Opinion Leader -- a person who is frequently able to influence other's attitudes, behaviors, and even opinions. This makes her an extremely valuable asset to marketers who wish to use her platform for product boosting -- having a socially active and highly interconnected leader who garners millions of traffic across her platforms daily is undoubtedly a valuable boost in any plan. In fact, according to D'Marie Analytics, her ad equivalency value (the value of the unsolicited online mention if through paid advertising placement) has grown to over $1,000,000 per post across her social media repertoir.
Every sponsored post on her social media platform is worth over $1 million of "traditional ad spending." Despite her massive amount of followers, this price tag comes in big part from the sheer amount of engagement she receives per post. In a single month, Jenner posted to her social accounts 156 times, which generated a combined 186,152,410 engagements (public shares, likes and comments).
Though inlfuencer valuations rise and fall, the content Kylie seems to post resonates with her fans and stays consistent in inspiring her audience by generating thoughtful, authentic content. CEO of D'Marie Analytics, Frank Spadafora, explains;
“Her use of social media to personally connect with and listen to her fans enables her to deliver products they will actually purchase. This is a true case study for how brands can greatly benefit from working with social media influencers like Kylie.”
According to The Business Journals, Jonathan Beskin, creator of SinglesSwag (a subscription box of carefully-curated items meant to affirm and uplift single women) built his success after going through a lot of aggressive social media marketing testing. Beskin found that inspirational posts filled with thought and awareness drive sales -- not posts leaning heavily (and obviously) towards the purpose of sales.
Social Media Strategist at Axia Public Relations, Becca McClure, also believes that this is the case.
Social Media Strategist at Axia Public Relations, Becca McClure, also believes that this is the case.
“The majority of social media messages should feature tips and insights which provide value to your community. Sales-driven messages are self-serving and don’t engage your audience.”
It stands to be said that Kylie, while young, knows what she's doing on her social media accounts -- she's relatable and it's this relatability that people connect with. The engagement she receives due to this is a big part of what makes brands so desperate to sponsor her and her price tag so high.
Do you think Kylie Jenner's influence and status as opinion leader on social media will continue to grow, or do you think it will steadily decline?
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