Kylie Jenner was recently named the youngest self-made billionaire at the age of 21 and was featured in the Forbes’ 60 Richest Self Made list. Her cosmetics line, Kylie Cosmetics, is what skyrocketed her success and made her the richest Kardashian and 21-year-old ever.
Guess what? It wasn’t her name that reeled in the revenue–though that helped–it was her foolproof content marketing strategy. Whether you love her or hate her, your business can absolutely benefit from following her strategy.
Why Care About Kylie Cosmetics?
You may be thinking: “Well, I have a completely unique and unrelated company…what could I possibly learn from a makeup brand?”
According to Forbes, Kylie Jenner’s company value is up to $900 million since its start in November of 2015. While having the Kardashian name (and money) linked to the brand creates an ideal starting point, it was Kylie’s commitment to authenticity, consistency, and strategy that allowed the company to grow.
She focused on building trust and interest with her products, not just pummeling her fanbase with ads. Instead, Kylie and her team focused on market research, creating attention-grabbing content and building demand.
Kylie Cosmetics: Market Research
It goes without question that Kylie started a business with a very engaged audience– she has 147 million followers on Instagram alone. However, just having followers isn’t enough to build a successful company.
Kylie and her team knew that they would have to look into her audience and find the exact demographics they were working with. This research allowed them to strategize Kylie Cosmetics’ brand positioning, or where they were placing messaging to reach her audience.
For example, after looking into the demographics of her fanbase, she knew that her audience was likely to use Instagram to find brands, Youtube for product recommendations and Snapchat to share their experience. To make sure she is properly reaching her audience, Kylie primarily promotes on these platforms, with a heavy focus on Instagram.
Tip: Look at your audience! See what kinds of people are engaging with your business, where they are doing it and how you can better connect with them. This information can be found through social media, website analytics, or even just talking one-on-one with your customers.
Kylie Cosmetics: Creating Content
When it comes to creating attention-grabbing content, Kylie has the formula down. She knows exactly what her viewers want to see, how many times they want to see it, and how to grow her following for more views in the future. How does she do it?
Kylie gives off the impression of being authentic. On her personal account–which she often uses to promote Kylie Cosmetics–she will post pictures of her daughter, her travels, and some behind the scenes moments of her life.
Here is an example of Kylie promoting her brand on Instagram, immediately followed by a heartwarming (and engaging!) video of her daughter, Stormi:
Tip: Brands can learn from this by keeping an organic and transparent tone to their content. Share real moments with your followers, not just promotional posts.
Another key component of Kylie Cosmetics’ success is her use of influencer marketing. While Kylie and her family are already convenient influencers endorsing the brand, Kylie knew this wasn’t enough.
She was aware that her position as a socialite might not convince even fans that her make-up was worth the purchase. Moreover, she knew that with fame comes critics and not everyone was going to buy her makeup line at the snap of her fingers.
To overcome these challenges, Kylie strategically used beauty influencers to gain the respect and recognition of the online beauty community. Popular YouTube beauty influencers such as MakeupShayla, Nicol Concilio, and James Charles all have endorsed Kylie’s products. Even if you don’t trust Kylie, you may trust any of these influencers. As a result, Kylie’s credibility has gone up.
Tip: You don’t have to be a 21-year old billionaire to use influencer marketing! In fact, small businesses can see dramatic results by following a few simple tricks.
Kylie Cosmetics: Building Demand
If only Kylie fans from her November 2015 launch supported the company, there would be no growth. There would be no Forbes cover. Therefore, there must be development.
Kylie and her marketing team are no strangers to building demand and desire for their products. They do this by constantly posting pre-sale promotions, behind-the-scenes sneak peeks, and exclusive sales with one-time-only products. Notice those key phrases– they are meant to instill curiosity and create a sense of urgency.
Take a look at how Kylie builds demand on her website below. By highlighting that a product is “back in stock” it insinuates that this item is in high demand and may not be available for long.
With these key marketing techniques, Kylie is able to build a sense of transparency and trust with her audience while selling out her limited edition products within minutes.
Tip: Think about what value your company poses to potential clients. Rather than thinking of it in terms of a product-money transaction, what do they really gain? Kylie Cosmetics’ viewers not only gain a new lipstick from their purchase, but they gain a sense of inclusion within this community and the satisfaction in having a highly sought-after brand name in their makeup bag.
Kylie Jenner may or may not be “self-made” but she is definitely behind a brand with a thought-out and successful content marketing strategy. With proper audience research, engaging content, and continued buzz-building, Kylie Cosmetics can teach us a thing or two about digital marketing.