The Kardashians – you either love them or hate them.
That’s brilliant because this is what makes them one of the most influential personalities today. They epitomize today’s style of brand management – they evoke emotion.
Aside from being effective in awakening our emotions, here are 6 things that make the Kardashians really succeed in influencer marketing:
They know their target market
The beautiful thing about the Kardashians is that they are clear about their target market.
Each member of the Kardashian clan targets a specific demographic.
Kim touches on men and women’s sensibilities. Kourtney is followed by multi-tasking super moms. Khloe captured the attention of women who wanted to be healthier fitness-wise. Kylie and Kendall appeal to the young and the carefree crowd.
Being clear about who their target market is, allows them to be totally relatable.
They use technology
They are on TV, radio, and internet – from apps to every social media platform imaginable to online magazines and newspapers.
In today’s digital world, the Kardashians know that they can leverage on technology to reach more of their target audience.
Imagine paying a subscription fee just to find out more about Kourtney’s kids stuff picks?
Or paying for an app to use Kim’s emojis?
They listen to their audience and give them what they want – consistently
As a brand, the Kardashians are good at listening to their target audience. Every piece of content blasted out to the digital space is based on what the audience wants.
You have to acknowledge that they are brilliant at creating content for their audience and they do it consistently.
Here is one of the most-liked Instagram photo of all time – a photo of Kendall Jenner:
They engage with their audience
The Kardashians know that feeding their audience with the content they want is not enough.
Engaging with their audience is something they do consistently as well.
Yes ☺️ they r so cute this has been an amazing experience https://t.co/lp2dQvRFrR
— Kylie Jenner (@KylieJenner) November 21, 2016
Bless you!! https://t.co/8OQih0oRce
— Khloé (@khloekardashian) November 24, 2016
They sell something
The Kardashians leveraged on their popularity by being brand ambassadors of their own products and others.
According to MoneyNation.com, the Kardashian’s net worth total is $339.4 million.
They are business moguls and the numbers don’t lie.
They make mistakes
The Kardashians being the totally relatable bunch that they are, have a fair share of mistakes and miscalculations along the way and one of which is the issues that arose with this particular post by Kim Kardashian:
#CorrectiveAd I guess you saw the attention my last #morningsickness post received. The FDA has told Duchesnay, Inc., that my last post about Diclegis (doxylamine succinate and pyridoxine HCl) was incomplete because it did not include any risk information or important limitations of use for Diclegis. A link to this information accompanied the post, but this didn’t meet FDA requirements. So, I’m re-posting and sharing this important information about Diclegis. For US Residents Only. Diclegis is a prescription medicine used to treat nausea and vomiting of pregnancy in women who have not improved with change in diet or other non-medicine treatments. Limitation of Use: Diclegis has not been studied in women with hyperemesis gravidarum. Important Safety Information Do not take Diclegis if you are allergic to doxylamine succinate, other ethanolamine derivative antihistamines, pyridoxine hydrochloride or any of the ingredients in Diclegis. You should also not take Diclegis in combination with medicines called monoamine oxidase inhibitors (MAOIs), as these medicines can intensify and prolong the adverse CNS effects of Diclegis. The most common side effect of Diclegis is drowsiness. Do not drive, operate heavy machinery, or other activities that need your full attention unless your healthcare provider says that you may do so. Do not drink alcohol, or take other central nervous system depressants such as cough and cold medicines, certain pain medicines, and medicines that help you sleep while you take Diclegis. Severe drowsiness can happen or become worse causing falls or accidents. Tell your healthcare provider about all of your medical conditions, including if you are breastfeeding or plan to breastfeed. Diclegis can pass into your breast milk and may harm your baby. You should not breastfeed while using Diclegis. Additional safety information can be found at www.DiclegisImportantSafetyinfo.com or www.Diclegis.com. Duchesnay USA encourages you to report negative side effects of prescription drugs to the FDA. Visit www.fda.gov/medwatch or call 1-800-FDA-1088.
This post has been edited to correct the following mistakes:
- Kim did not disclose the relationship between her and the company of the product she is endorsing.
- Kim misrepresented the product.
As a result, Kim’s authenticity of love for the product was questioned.
It is important to learn from these mistakes to have a flawless influencer marketing strategy.
For more tips on how you can use social media for your influencer marketing strategy, watch this Search Engine Journal Marketing ThinkTank webinar episode with our Founder, Kelsey Jones and host, Brent Csutoras.
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