Kim Kardashian has 19.5 million followers on Twitter. That’s more than McDonalds, Starbucks, Walmart, and Coca Cola combined. I’ll just give you a moment to let that sink in.
But Kim isn’t the only Kardashian dominating the social media landscape. Sister Kourtney clocks in at 10.7 million followers on Twitter, while Khloe trails at a mere 9.2. And there are more Kardashians where they came from with an equally dedicated social media presence. Kendall Jenner, one of the youngest, is even being welcomed by haute couture with open arms, gaining the Anna Wintour stamp of approval at London Fashion Week.
This power family has extended their brand to almost every industry, and is here to stay. From conquering reality TV with aspirational content to building a dynasty worth millions that encompasses everything from fragrances to apparel to their latest partnership with Babies ‘R’ Us, Kim, Khloe, Kourtney, Kendall, Kylie and the rest of the K-bunch are masters of branding (owing largely to powerhouse mom and manager, Kris—more on her later).
If you’re ready to stop resisting (we know we have), use the three key principles of KSMS (Kardashian Social Media Strategy) to gain expertise at managing your brand’s message across Twitter and Instagram: First, seamlessly integrate marketing content with non-branded lifestyle content. Then, ensure cross-platform strength with a unique narrative and consistent voice. Finally, don’t be shy—connect directly with Twitter followers and nurture what you might currently consider an “overactive” feed.
1. Seamless branding.
Mixing “personal” and brand-driven content on Instagram and Twitter is an ideal way to break out from the “sell, sell, sell” model that can be off-putting to your audience. Move towards a format that includes both, and always make sure that your “sell” posts are visually appealing—a key component to the digestibility of the Kardashians’ more brand-heavy posts. Kourtney put this casual dinner shot up on her Instagram:
Looks like normal people on a normal double date, right? This illusion of access to the Kardashian inner circle is alluring and makes their direct branding efforts less obtrusive and more palatable. The Kardashians are masters of this sandwich technique, placing exclusive, intimate content between images of their latest entrepreneurial endeavors. This bulge-free lifestyle branding offers a personal connection that inspires followers to click through and buy.
2. So what’s your story?
The Kardashians excel at cross-platform consistency and building a unique, compelling narrative. Their “hook,” which works well against the aspirational backdrop of their collectively lavish lifestyle, is sticking together through thick and thin, through marriages, divorces, marriages, divorces and Kanye West. The Kardashians always emphasize family bonding and loving conflict resolution, often while on extended tropical vacay. These experiences go live not just on television but on Twitter, Instagram, Facebook, and their respective blogs, which they link to expertly on all social outlets. The Kardashians’ distinctive blend of luxury and accessibility is immediately recognizable and evident wherever they’re posting, in whatever they’re posting.
3. Don’t be shy.
The Kardashians are firm believers in the power of bombardment and directly connecting with fans. Our Community Manager recently ran a piece asking the age-old question: How many tweets is too many? In the Kardashians’ case, when they’re in heavy promoting mode, excess is a good thing.
And, as you can see, with 682, 368,614 (!!) potential impressions and 74,520,936 potential total reaches in the course of Kim’s tweet storm during last week’s episode, the strategy works for them.
The Kardashians are able to maintain such a high volume of Twitter interest by responding to specific tweets, especially during high-impact moments (such as the Kimye proposal episode of Keeping Up With The Kardashians).
While it may not be appropriate for your brand to respond to followers with outpourings of gleeful adoration, you can gain a lot by building a positive, non-automated direct connection with audience members.
To wrap up, we never thought we’d say this, but bringing up the Kardashians in your next social media planning meeting could be key to growing engagement rates and follower numbers in the not-so-distant future. Think of any other social media strategies that brands can learn from the Kardashians? Tweet us @simplymeasured. Bonus points: break the ice and/or score some laughs with this #tbt to marketing genius-in-training Kris Jenner herself rocking out in the most brand-heavy, wonderfully ‘80s way possible. Witness the rise of an empire.