Kylie Jenner: The Journey of Instagram’s Most Powerful Influencer
Doting Mother, Social Media Superstar, Entrepreneur, Fashion Icon, and the Youngest Self-made Billionaire - Meet Kylie Jenner.
The rise of social media influencers has changed the advertising game and influencer marketing has undoubtedly marked its territory within the industry.
At the age of just 21, Kylie Jenner is the world’s youngest self-made billionaire. With over 200 million followers across her social media platforms and a billion dollar empire, she is one of the most influential people on the planet.
As the youngest member of the world famous Kardashian-Jenner clan and surrounded by many famous friends and celebrities, Kylie has made it to the very top of the social media influencer ladder.
Since she first appeared on our screens in the first series of Keeping Up With The Kardashians, Kylie has remained in the spotlight and high profile figure in celebrity world. But how has this one girl became one of the most influential figures on the internet?
Keeping Up With The Kardashians
Kylie Jenner shot to fame after making her first appearance on KUWTK at just nine years old, and has starred in the reality TV show for almost 12 years alongside her parents, sisters Kim, Khloe, Kourtney, Kendall and brother Rob.
Documenting the highs and lows of Kardashian-Jenner life, the family were thrown further into the spotlight when Kylie’s father and former Olympian Bruce Jenner came out as a transgender woman, later becoming Caitlyn Marie Jenner and ended the marraige to Kardashian-Jenner mum, Kris.
The Start of a Beauty Empire - Kylie Cosmetics and Kylie Skin
Kylie launched her own beauty brand in 2015 and was firmly placed on the makeup man thanks to the infamous ‘Lip Kit’, helping fans create that perfect, signature Kylie pout. These of course, sold out within minutes.
Becoming The Queen of Snapchat
Kylie is a regular user of the popular social media platform Snapchat, documenting her days, travels and promoting her products.
As one of the biggest advocates of Snapchat, Kylie has firmly worn the crown as the official queen of Snapchat for several years and there is no stopping her.
Fans have continued to follow her every move, so much so, that when the influencer tweeted about how little she used the platform anymore, shares dropped 6% in the same day - an estimated loss between $1.3 billion and $1.6 billion.
sooo does anyone else not open Snapchat anymore? Or is it just me... ugh this is so sad.
— Kylie Jenner (@KylieJenner) February 21, 2018
Kylie later declared her love for Snapchat all over again, but the impact she had made on the social media platform demonstrated her power as an online influencer and exactly why brands should pay attention to them.
Social Media Silence
After months of speculation and total social media silence, Kylie broke the Internet with the announcement that she had given birth to her daughter, Stormi.
Wanting to keep the duration of her pregnancy private, she took to Instagram and posted a link to a YouTube video, showing fans a glimpse into those nine months of pregnancy. The emotional video received over 100 million likes on Instagramand over 85 million views on YouTube.A few days later, Kylie shared the first glimpse of her newborn daughter on her Instagram profile and it quickly became the most liked photo of 2018 with over 18.3 million likes to date.
Highest Paid Social Media Influencer & Most Followed
With over 140 million followers on Instagram alone, Kylie is the 7th most followed person on Instagram - wow. What's more, seven of the top 20 most liked Instagram posts are from Kylie and six of these feature young Stormi.
Thanks to her huge social media following and impressive engagement rates, Kylie is one of the highest paid social media influencers. Brands can expect to pay at least a six-figure fee to work with the youngest member of the Kardashian family and as her popularity continues to grow, things are sure to stay this way.
Youngest Self-Made Billionaire
In May 2019, Forbes crowned 21-year-old Kylie Jenner the world’s youngest self-made billionaire - EVER. Yep, she claimed the top spot in Forbes’ annual billionaires list in the same year she was legally allowed to buy a drink at the bar.
Besides being born into fame and fortune, Kylie has created her own large fortune by founding her cosmetics business, Kylie's Cosmetics. Having first started as an online business, the company soon grew thanks to her various pop-up stores and heavy promotion across social media.
Across YouTube, Snapchat and Instagram, she announced product launches, previews new items and models her own produce line (with the help of sisters of course) and promotes her favourite Kylie Cosmetics shades directly to the 175 million-plus who follow her.
According to Forbes, one of the greatest assets of her business is the few expenses that she has had, with social media sitting at the heart of her marketing strategy. Since the day she revealed her new business venture on social media, our feeds have been subtly filled with promotional content about her products and boy, do her followers love it.
Digital media has had significant impacts on the digital marketing and advertising industry, leading to ‘influencer marketing’ and brands opting to pay influencers for sponsored posts, brand ambassadorship or whisking them away on lavish press trips - with Kylie Jenner showing everybody else exactly how it is done.
It is safe to say that Kylie is still the most influential person on social media right now.