Case Study #3: Kylie Jenner Social Media Analysis

KYLIE JENNER

KyliePicture

OVERVIEW

Kylie Jenner initially entered the public eye at age nine through her role on the reality television series Keeping up with the Kardashians. Since then, Kylie has risen to stardom and worn many hats in the process; TV personality, model, entrepreneur, actress, and socialite.

In 2012, Kylie create a clothing line, “Kendall & Kylie”, alongside her sister Kendall. In 2015, Kylie launched her cosmetics line, Kylie Cosmetics. In 2014 and 2015, Kylie and her sisters made Time magazine’s list of “The Most Influential Teens.”

As a now ninteen year old, Kylie is infamous for her social media presence and Kylie Cosmetics. In fact, Kylie was recently dubbed one of the top 10 most followed people on instagram. 2017 is panning out to be a succesful year for Kylie thus far, as she also recently became the youngest person to be featured on the Forbes Celebrity 100 list. Additonally, Kylie announced this past April that she will be starring in her own series, Life of Kylie, to premier on E! this August.

  • Facebook URL: https://www.facebook.com/KylieJenner/
  • # of Facebook likes: 20,059,495
  • Twitter username: @KylieJenner
  • # of Twitter followers/# of Twitter users the celebrity/company follows: 22.3M / 1,169
  • # of Tweets: 12.2K
  • Date the celebrity/company joined Twitter: January 2011
  • Instagram username: @kyliejenner
  • # of Instagram followers/# of Instagram users the celebrity/company follows: 96.2M / 166
  • # of Instagram posts: 5,252

ANALYSIS

Facebook –

Kylie Jenner is verified on Facebook as a public figure. The “About” tab lists Kylie’s birthday, nickname, and a link to her official website, as well as a link to the Kylie Cosmetics website.

Her black-and-white filtered profile picture depicts Kylie blowing smoke out of her lips and glancing over her bare right shoulder. From the audience’s perspective, Kylie is seemingly naked. Her hair is partied down the middle, and she is wearing heavy makeup. Her cover photo follows a similar trend, with a black-and-white filter as well. This photo depicts kylie reclining in a chair, with what seems to be the photoshoot set visible in the background. Kylie is again wearing heavy makeup. Her hair, however, is blonde in this photograph – which was uploaded to Facebook two years prior to her profile picture.

Pages ‘liked’ by Kylies Facebook include; Khloe Kardashian, Kourtney Kardashian, Keeping Up With the Kardashians on E!, Kendall Jenner, Kim Kardashian West, Kylie Cosmetics, and Peeks Video.

As far as I can see, Kylie’s Facebook posts are always accompanied by a photograph or a video. Her posts cover both personal and professional content. The professional content consists of advertisements for Kylie Cosmetics. Kylie either creates an original post with a photo and tags the ‘Kylie Cosmetics’ Facebook page, or she shares content directly from the ‘Kylie Cosmetic’s’ Facebook.

Based off of Kylie’s five most recent posts, her audience comments focus predomentaly on her physical looks. She receives a lot of attention on her Facebook, however not all of that attention is positive. The nuber of comments she received on her previous five posts range from 113-990.

Judging by the wide range of audience response to Kylie’s posts, it seems pretty clear that people are far less interested in certain content. In order to maintain consistency and increase audience loyalty, Kylie should consider limiting her posts to what genuinely is receiving attention on Facebook.

KylieFacebook

Twitter –

Kylie’s Twitter account also labels her as a verified public figure. Her bio simply lists the links to kyliecosmetics.com and KylieJennerShop.com. She has been a member of twitter since Janauary 2011.

Kylie’s Twitter profile picture and the banner image were likely take in the same photoshoot. Both photographs depict Kylie in the same outfit, hair, and makeup. The photo’s are seemingly identically edited; giving off a consistent aestethic.

Roughly 50% of Kylie’s tweets contain a picture or video, and the remaining 50% are just written words without any visuals. Almost all of her tweets are business-related, however she occasionally shares a personal photo or life update. Her business-related tweets are predomentaly original posts, with a retweet from the Kylie Cosmetics twitter account here and there.

Kylie’s interaction with her audience on Twitter is impressive. Most recently, a fan reached out to Kylie suggesting that she do a Q&A sesson via twitter regarding her upcoming TV series. Kylie immediately replied with enthusiasm, and proceeded to answer several fans questions individually.

KylieTwitter

Instagram –

Similar to her Facebook and Twitter, Kylie is verified as a public figure on Instagram. Her Instagram lists the Kylie Cosmetics website, as well as her snapchat username. The content she posts to her Instagram is pretty much identical to the photographs posted on her Facebook and Twitter. However, she utilizes Instagram as a personal account far more then Facebook and Twitter. In addition to the numerous selfies and editorial/press photographs, Kylie’s Instagram is littered with the same Kylie Cosmetic ad’s as her other social media platforms. After looking more closely at the captions of her “personal content” it is clear that many of her pictures are actually product promo’s that she very clearly was paid to share on her infamous Instagram account.

Based off of her most recent posts, Kylie tends to receive ~1M-3M likes and ~50K-1000K comments per Instagram. Audience interaction seems to be one-sided; effort completely skewed towards audience to attempt communication with Kylie. As far as I can see, Kylie does not directly interact with her audience on Instagram.

KylieInstagram

CONCLUSION

As I previously mentioned, Kylie is best known for her Instagram account. I, myself, follow Kylie on Instagram, but not Facebook or Twitter. However, after conducting research for this assignment, I’m shocked to find myself far more impressed with Kylie’s Twitter account then her Instagram. Kylie’s Facebook account is arguably the worst of the three social media accounts I analyzed, and her Instagram definitely isn’t that great either.

I think Kylie does a great job of engaging with her fans on Twitter. The spontaneous manner in which she happily began a Q&A with her fans (as described earlier) distinguishes her as a celebrity that is somewhat attainable and reachable, which is not common. Although it is clear people still idolize Kylie, her Twitter account enables fans to feel as though she is within reach, to some degree. Kylie’s audience are more likely to remain engaged if they believe communicating with her is possible.

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