Love them or loathe them, the Kardashians know a thing or two about business. Which isn’t to say I don’t believe there’s not a team of well curated experts behind the scenes. Though I’ve gradually stopped watching, I’m keeping up with the Kardashian brand marketing strategy.
From name to lifestyle
Just mentioning the name conjures contour, glamour, oversized body parts and confidence. I think a hint of their success boils down to flaunting what they have. Celebrities typically hide their personal lives and play the “I’m really normal” card. The Kardashians have taken what many people desire – fame, fortune and beauty, and put it out there for everyone to admire. You look at them and see a lifestyle – a dream scenario to live. They’ve marketed this lifestyle in makeup products, websites, virtual reality and fashion.
Forbes published a guide to Kardashian brand marketing focusing on Kylie Jenner. The article mentions how well she knows her audience and uses each of her social platforms strategically. I admit to following the same Instagram, Facebook and Twitter plan. Social media has made it acceptable to pay a lot of attention to yourself and your looks. It’s a gateway to selling yourself. This the Kardashian’s have ticketed.
As an example, their products are made in small quantities on purpose so everything feels luxurious and exclusive. For fans wanting to stand out and look good, getting their hands on a product (such as a lip kit) plays greatly in social advantage. They reach out to influencers their followers love, which maximises audience reach and overall look of popularity. By styling their lives as perfect aspirations, they can each sell pieces as though selling the fantasy.
To stay on top of the beauty industry, the sisters have modified their looks and gradually altered their appearances to reflect Instagram ideals. Yet equally, they promote confidence and don’t waste time caring what others think. As the Huffington Post explains, they don’t need everyone to like them. Kim Kardashian in particular, uses negative publicity as a selling tactic. Remember last year when she sent her Valentines fragrances to her ‘haters’ like Taylor Swift and Pink.
Most people try to please everyone. If you promote fitness, you probably try to reach as many fitness people as possible. Likewise, with fashion and makeup. The Kardashian brand marketing strategy doesn’t attempt such feet. They have hone in to their exact audience and stay within those realms. So, when undesirable attention reflects upon them, they don’t try to change or issue apologies.
I think you need a lot of confidence to ignore bad comments and continue in spite of them. After posting bikini holiday photos, I received feedback suggesting I was vain and simply trying to sell my figure. Though two years ago, the words stayed with me and for a minute I didn’t want to upload anything comparable. You cannot please all your followers – you have to decide what’s okay with you and accept everything else.
Imitating Kardashian Brand Marketing Strategy
While we may not have their millions (both in money and fanbase), we can implement certain aspects.
Niche your audience
Are you trying to reach experienced people in your industry or beginners? Do you want bloggers to relate to you or feel empowered? And the big question – what does your audience want? Think about the people who continue to enjoy your content and narrow down their interests.
Stop trying to please everyone
Posting a raunchy photo will divide people – posting vegan or non-vegan food will split consumers. Regardless of what you do, you’ll always have some negative energy – whether you know about it or not. You have to commit to your values and put your plan before possible backlash. If you continually change yourself to please, you’ll come across fake.
Learn about your audience and behaviour on each social channel you use. I believe it’s good to have at least two apps to rely on. Stay active by utilising stories and keeping a regular presence. The Kardashians always have fresh content to entertain.
Support people in your industry. Importantly, connect with social users who feel relevant to your branding. By helping each other out, you benefit a wider reach. The Kardashians always indorse each other and those in their close circle who return the favour. It helps to find people with a similar reach as you so you both gain the same advantage.
Understand the lifestyle
In addition to niching your audience, you want to know what goals they aspire to. Social media users who want to build a brand, will better respect your promotional photos and cliché Instagram style shots. Those who strongly idolise wealth and luxury, will adore seeing you with designer and at trendy places. These little touches make a difference in whether someone chooses to view your posts.
Try to bypass negativity, don’t over copy and think about your great qualities. People like those who present authentic images. While I’m neither a big fan or a hater, I appreciate the Kardashian brand marketing strategy emphasises self-assurance. Their unwillingness to play along with society standards (naked photoshoots) makes them unique and splits them from the crowd.