Who is Kylie Jenner?
Kylie Jenner is an American media businesswomen and model who has also achieved a massive ground-breaking milestone of being a billionaire at the age of 21 years old. Kylie Jenner a huge role model for the young teens and older adults as she has her own business, which most of you have heard Kylie cosmetics. The business as of March 2019 was valued at $900 million dollars making her personal net worth at $1 billion. Kylie’s brand and products are very popular, and their stock is very limited which makes it harder to buy. Using the SMMF (Social Media Marketing Framework) we will analyse the business Kylie Cosmetics by using several dimensions.
The Social Media Marketing Framework Is a holistic way to consider the strategic application of social media (Felix et al., 2016; Chaffey & Ellis-Chadwick, 2019). This framework has four dimensions which will be focusing on which are:
- Scope
- Culture
- Structure
- Governance
Scope:
This dimension refers to how social media platforms are used in one way, which either provides content to entertain the consumers or to inform users. Within the scope you’re either a defender or an explorer. Either of these can be justified depending on what your social media strategy or goals are (Chaffey & Ellis-Chadwick, 2019).
In this case the Kylie Jenner and her cosmetic brand focus on the encouragement of her brand from her consumers to appreciate and love the overall brand. By doing this she uses the phrase of #KylieCosmetics which is really easy for consumers to follow and share the love. Kylie Jenner herself is the image and face of Kylie Cosmetics and has serious power when it comes to the terms of social media communication as she has a mass following of 145 million Instagram followers which allows her to communicate her brand very easily. This allows her audience to be organised and easily target within a specific category.
Culture:
This dimension differentiates between the use of social media as a mass marketing channel or a more modernist approach (Chaffey & Ellis-Chadwick, 2019).
Kylie has such a big audience in terms of social media this is how she informs her customers whenever there is a new limited product launch, she promotes her brand on her social media outlets and also with her collaboration deals such as adidas and Quay Australia. Kylie takes control and presents her, and her brand is a truthful and authentic way. By her using digital marketing strategies and not the general marketing, she was able to create one of the most powerful online presence which has positive growth and effective means in terms of getting her brand awareness out to the media world. Therefore, she is the category of modernism in terms of having great marketing strategies but also has a huge mass marketing channel approach.
Structure:
In terms of this dimension it looks at organisation and how social media is deployed, whether it is centralised control or clearly defined or whether it is decentralised and the responsibility of all employees. In this dimension it is dived into two sub-categories which are networks and hierarchies (Chaffey & Ellis-Chadwick, 2019).
Kylie Jenner’s brand in my opinion seems that she has a hierarchal approach which means she has a specific staff working for her as she is so big with the industry of makeup and cosmetics. In saying this Kylie also directly engages with consumers and followers herself with her main Instagram, but the Kylie cosmetics page is mostly likely run by her team, which then encourages her customer to #KylieCosmetics in the caption.
Governance:
This dimension relates to company rules and what to extent employees are told what they can and cannot say on social media platforms. In this dimension it is broken up as well to two categories of autocracy and anarchy (Chaffey & Ellis-Chadwick, 2019).
Kylie Jenner has always had a presence in the world of social media ever since she was on the massive Tv show keeping up with the Kardashians with her sisters and family. Since then she has been a very active user in the means of social media, she posts pictures on her Instagram wall using her products as she promotes it. she is also known for her personal opinion posts on twitter to influence her audience as well. For other businesses and companies this would be strictly prohibited depending on the brands rules and regulations. so in general I would consider that she is more towards the autocracy as she a lot of the power for her brand and consumers, but in terms of the encouragement of Kylie telling her customers and followers to share and embrace themselves with cosmetics and beauty this leans towards anarchy as well.
In conclusion Kylie Jenner is an overall influencer to the young generations of teens and adults and is very big in the social media world in terms of such a great businesswomen figure and role model.
References
Aol.com. (2019). AOL is now a part of Oath. [online] Available at: https://www.aol.com/article/finance/2017/08/09/kylie-jenner-s-kylie-cosmetics-on-way-to-becoming-1b-brand/23072512/ [Accessed 26 Aug. 2019].
Chaffey, D. & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice. United Kingdom: Pearson.
Felix, R., Rauschnabel, P. A. & Hinsch, C. (2016). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70(1), 118-126.
Kylie Jenner [@kyliejenner]. (2019b). Instagram profile. Retrieved from: https://www.instagram.com/kyliejenner/
Msn.com. (2019). How Kylie Jenner became the world’s youngest self-made billionaire at 21. [online] Available at: https://www.msn.com/en-us/money/markets/how-kylie-jenner-became-the-worlds-youngest-self-made-billionaire-at-21/ar-BBUpI5H [Accessed 27 Aug. 2019].
Nast, C. (2019). Kylie Jenner Built a Business Empire out of Lip Kits and Fan Worship. [online] Vanity Fair. Available at: https://www.vanityfair.com/style/2016/10/kylie-jenner-lip-kits-seed-beauty-colourpop [Accessed 28 Aug. 2019].
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