Whether you love them or hate them, it is hard to find someone who doesn’t have an opinion about the Kardashian and Jenner family. I, for instance, love them. I openly admit to watching every episode of Keeping up with the Kardashians, to buying their beauty products and as many different colors of lip kits as I can afford.
Despite what people may say, they do one thing very well: social media.
Between Kim Kardashian, and Kylie and Kendall Jenner they have a current total of 270,600,000 followers on Instagram. Wow.
Keep reading for more insights into each of the girls’ success on social media and how you can learn to be more like a Kardashian/Jenner with your business’ social channels.
Taking the Number One Spot
The person who takes the top spot on social media can change quickly, however, at some point, Kylie, Kendall and Kim have all been number one on social media. Here’s the shining moment for each of them:
Thanks to her outrageous and sometimes controversial updates, Kylie is the most viewed account on Snapchat; she even confirmed the news with the founders of the app. Many small business owners aren’t on Snapchat, but your customers may be. Read more about Snapchat in Get Creative: Using Snapchat in Social Media Marketing.
In 2015, Kendall Jenner had the most popular Instagram image with 3.3 million likes. What made this image so well-liked is it’s a fun take on the everyday selfie. Arranging her hair in the shape of hearts shows Instagram posts don’t have be the same old, duck-lipped selfie. Think about this as you plan your business’ Instagram updates. How can you make the photo even more creative?
For a moment in 2015, Kim Kardashian was most followed person on Twitter (Katy Perry is currently number one). Her total reached 44 million followers; she even thanked them by posting a bikini shot! Do you show your followers you’re grateful for them? While a photo of you in a bikini probably isn’t a good way to stay true to your brand, you can thank them in other ways such as discounts, samples or simply showing appreciation in an update.
What the Kardashian/Jenner Family Does Right
Kim, Kylie and Kendall are the queens of social media and have insights to offer. Keep reading for tips and tricks that can be applied to your social media campaigns.
One of the most important aspects of creating a loyal social media following is to post often. The girls know the value of staying in the spotlight and how not to be forgotten.
Don’t fall victim to the short lifespan of social media posts. Here’s how long an update lasts on these popular platforms:
As one of the most popular social media platforms out there, Facebook is constantly being overloaded with content. If you are looking for engagement on a post, you can count on about 30 minutes of time before it starts to become irrelevant. Engagement, as defined by Facebook, means actions – shares, likes and comments that show activity on a post. In a study performed by Wisemetrics, researchers found out a little more about the limited shelf life of an average Facebook post:
- 90% of a post’s total expected engagement happens within the first 12 hours after its creation.
- Your Facebook posts receive 75% of its impressions within the first two and a half hours.
- A post gets 75% of its reach — the number of people impressions are sent to and hence possibly a lower number than impressions — in less than two hours.
- The post reaches 50% of its global reach — the total number of Facebook users in the world who an impression will ever be sent to or shared with — in just 30 minutes.
The second most popular social media platform tends to push tweets down the feed faster than you can read a 140-character statement. The shelf life of the average tweet sits around one hour. Now this doesn’t mean that your tweet will never see the light of day again, but it’s possible for it to be deemed irrelevant in social media terms.
This social media platform has the luck of extended shelf life thanks to their visual appeal. The average YouTube video will reach 50% of its reach in 7.4 hours – more than quadruple what Twitter or Facebook posts achieve.
Snapchat is notorious for its quick content shelf life; after all, a standard snap can only be viewed for 1 to 10 seconds before it’s gone. But Snapchat Stories offer the opportunity to create a longer piece of content that can be replayed as many times as users want for up to 24 hours. This is still a short period of time in terms of traditional marketing, but it gives your brand the chance to get creative and tell a narrative in a very different way than you would on any other medium.
The quality of each Instagram photo you post is critical. Users are quickly scrolling through their feeds, so you need to have great visuals to catch their attention (especially since Instagram is rolling out a new algorithm that’s similar to the way Facebook ranks its News Feed).
A study from Simply Measured found that, on average, posts by top brands receive 50% of their comments within the first six hours and 75% within 48 hours. But high-performing posts (those with double the average engagement) see this peak later, taking more than 13 hours to reach 50% of comments. High-quality content has a longer lifespan on Instagram.
When to post on each social media platform:
To keep your social media followers interested and engaged, here are suggestions from CoSchedule on how often you should post on the different platforms:
- Facebook: One to two posts per day, one post is recommended.
- Twitter: One to 51 posts per day, 15 posts are recommended.
- Pinterest: Three to 30 posts (or pins) per day, 11 pins are recommended.
- LinkedIn: Zero to one per day, one post is recommended.
- Google+: Zero to three per day, two posts are recommended.
- Instagram: One to three per day, one to two posts are recommended.
Behind the Scenes
As much as viewers know about Kim, Kylie and Kendall’s lives through their TV show and the tabloids, fans crave more. People like the personal and intimate connection they feel with their favorite celebrities.
The more social media users connect with you and your company on a personal level, the more likely they are to do business with you. If you’re a business owner, give people a glimpse into your personal life. If you’re a marketer, show what it’s like behind the scenes of your company.
If you do take a behind the scenes approach keep these important rules in mind:
- Don’t Post for the Sake of Posting: Just because you can use a fun filter on Instagram or Snapchat, doesn’t mean you should. It is a good idea to use these elements surrounding major holidays or events (although use them sparingly); for example, go ahead and use the monster filter around Halloween!
- Don’t Go Off Brand: Monitor how “silly” or “off-hours” your social media pages become; keep your brand integrity and identity in mind.
- Don’t Forget that Content Lives On: It can be hard to move on and forget a taboo post, even after you’ve deleted it. Remember that followers can always take a screenshot of your post; make sure it’s something you want them holding on to.
Kylie not only posts product announcements of her makeup line, Kylie Cosmetics, on her personal social media account, but her business social media pages have their own incredible following. Her company Kylie Cosmetics has 13.1 million followers on Instagram and posts regular updates leading up to a product launch, showing various images of products and models wearing the makeup.
Does your business have a new product release or an exciting update to announce? Let your fans be the first to know by unveiling it on social media. Tease them with a few new details, and then encourage them to click to your website to learn more and share the news with their friends.
Dominate Your Industry
The Kardashian/Jenner’s may have millions of fans, but for a small business, having quality and engaged followers is best. Use the tips and insights taken from their social media accounts to cultivate a loyal and engaged social following.