Whether you love ‘em or hate ‘em, the Kardashians are one of the most talked about, Googled and gossiped families in the world. With a combined total of 375 million Instagram followers and 142 million followers on Twitter, the Kardashian and Jenner women are very aware of how they are building not only their fan base but their constantly evolving brand. Building their empire from the ground up, they have managed to turn themselves into one of the most recognized and influential families in the world. While some may say they are JUST reality TV stars, I call them some of the most powerful marketers of our time. They can not only take a product and sell it like nobody’s business, but they have one of the greatest abilities to take a brand and have it skyrocket in popularity. Whether it be the next highly anticipated Kylie LipKit, the launch of a new clothing line or the next spin-off show to add to their franchise, this family knows the exact formula to create hype and make sure the media is always keeping up with them. Leading their global brand in the marketing world, here are some ways the Kardashians have become successful.
1. They know how to publicize anything and WORK IT!
The greatest thing the Kardashians know how to do, hell they can have a PhD in it – is that they know how to keep themselves relevant. In the age where reality shows are having a hard time booking a pilot season, let alone surviving after season one, the Kardashians are on their 13th and don’t plan on stopping anytime soon. Aside from the original show “Keeping up with the Kardashians,” they have managed to secure not one but seven (and counting!) spin-offs all about the same thing – a look inside their lavish lifestyle. They know how to keep their viewers wanting more and more - some call it the “Kardashian addiction." From lavish parties across the world, to living the jetset life, to witnessing the wrath of Kim when Khloe calls her out when buying her first Bentley (side note - literally TV gold), viewers are shown an inside glimpse into the lives of the rich and famous.
Do you ever wonder why every magazine stand has at least one family member on their cover? Or how not a day passes without hearing some juicy gossip about the famous family? The reason why: the media LOVES them! The family knows the exact formula to ensure that your daily Google Alert has a ton of articles featuring yours truly.
2. They know their exact audience and how to connect with them
One of the most important aspects of the Kardashian’s successful marketing formula is their ability to connect with their audience. Each member has a unique set of interests that appeals to a wide range of individuals and every app brings a different aesthetic that resonates and connects with different audiences. Let’s see..
· Kylie has her make-up empire
· Kendall shows you behind-the-scenes into the world of fashion and modelling
· Khloe inspires people with her fitness and workout regimes
· Kourtney brings interior design and healthy eating to a whole new level
· And who can forget Kim - the social media queen that combines literally everything to show her life of luxury
Aside from connecting with their fans, the power of social media offers the Kardashians another outlet to bring people closer into their lives. They know exactly what their followers want to see from them and deliver that content on a daily basis. Maintaining a daily social presence is vital to their success after all, in the world of celebrity and fame, people ALWAYS want to know what goes on behind-the-camera.
3. They use social media as a money-making tool
In the age where social media is part of every second of everyday (at least for most of us!) this powerful tool has optimized the way that businesses expand and grow their revenue. The Kardashians are using social media to not only promote themselves but also promote their businesses. With the recent revamp of their websites, the Kardashians now have a personalized app that users are able to pay a monthly subscription fee to unlock even more insight into their world.
Kim Kardashian’s most recent venture into the tech world led her to having one of the most profitable mobile games in 2016. The game incorporates free content that users could engage with, but also features paid content that users are able to purchase with a simple click on their phone. So that new outfit you bought for your character, or the VIP ticket to the awards show that you bought, generated $160 million in profit, Kim Kardashian taking home $60 million of it. Another example was the recent launch of Kylie’s makeup empire - Kylie Cosmetics. Kylie used the power of Snapchat to bring her followers behind-the-scenes, documenting every step of the cosmetic-making process. From factory visits, to swatch sampling and live updates on product release dates, she kept people engaged while creating international hype when the products finally went on sale. Her products don’t sell out in the matter of hours, or even days – they sell out in MINUTES. That’s the skill that the Kardashians have down pat. They know how to create international hype from everything as small as Kendall’s recent acne outbreak, to Scott’s partying ways around the world and who can’t forget Kim’s comeback to social media sans Paris robbery – they know how to work it, regardless of the situation.
4. They are always looking for the next best thing
You have probably heard the phrase “don’t live in the past, live in the present”. Although, sure, living in the present is better than reminiscing in your past, the Kardashians are always living in the future to stay relevant and continue expanding their brand. They are always brainstorming and collaborating on what they would like to accomplish next. They are always thinking about how to bring their brands to the next level while maintaining an authentic image for their fan base. The Kardashians didn’t make $160 million dollars last year from sitting on a chair, hoping their bank accounts would grow. Kylie didn’t make it on Forbes’ 30 under 30 list by partying around town hoping her cosmetic line would become a world-dominating hit. Their success is a prime example of what hard work, determination and having that “secret marketing formula” down pat can bring to a brand.
Whether we like it or not, the Kardashians have built a global empire that is present in our everyday lives. With the power of social media, they have shown what it means to be fully immersed in the digital age and putting your life on display even when the cameras aren’t rolling. They are a powerhouse of strong and successful #GIRLBOSSes that have transformed the way society interacts with social media and celebrity culture. Not only do they know how to work it, they know how to do it well. So if you’re not keeping up, then what are you really doing?