Self-made billionaire Kylie Jenner had much to celebrate in 2019, and being the highest paid influencer of Instagram was likely on the list. As the former majority owner of Kylie Cosmetics, Kylie is one of the most influential people in the online beauty industry. Her Instagram posts have been valued at over one million dollars in traditional ad spending.
Highest Paid Influencer on Instagram
Somewhat surprisingly, Kylie is the first member of the Kardashian-Jenner clan to hit such a milestone; Kim Kardashian still only makes a mere $910,000 per post. Moreover, Kylie’s engagement rate between her 157 million followers is through the roof, and she posted Instagram’s most-liked picture ever when she announced the name of her daughter, Stormi. In less than a day, the post had raked in 13.7 million likes and close to 500,000 comments.
“Influencer valuations move up and down like the stock market, but Kylie is methodical about consistently generating aspirational content for her social audience, without jeopardizing authenticity,” reads a statement by D’Marie Analytics CEO Frank Spadafora.
“Her use of social media to personally connect with and listen to her fans enables her to deliver products they will actually purchase. This is a true case study for how brands can greatly benefit from working with social media influencers like Kylie,” he continues.
Kyle Jenner IG Strategy
Perhaps Kylie’s greatest impact as an Instagram Influencer has been enjoyed by her own beauty start-up, Kylie Cosmetics. In 2015, Kylie released her own line of Kylie Lip Kits, which were more or less a make-up tool to help customers achieve Kylie’s signature full lips. To say her Kylie Lip Kits were a hit is a vast understatement; they sold out in minutes, and Kylie went on to create an entire cosmetics brand as a result.
In 2017, Kylie Cosmetics was born. Kylie’s heft on Instagram proved an invaluable tool to the firm’s initial exposure and growth, with the rising star hitting the digital marketing jackpot with her series of Instagram stories and posts that detailed her own application of Kylie Cosmetics products. The company now has more than 22.8 million followers on Instagram, and a recent video of the “KC Family” attracted more than 1.3 million views.
Kylie Jenner Cosmetics
Last year, Kylie announced that she had sold 51% of the Kylie Cosmetics brand to Coty, a multinational cosmetics company that already represents some of the world’s most recognisable beauty brands, from Rimmel to Gucci. Having been in the business for more than one hundred years, there is the expectation that Coty will help grow Kylie Cosmetics into a global brand beyond Kylie’s own Instagram platform.
Even then, Kylie’s Instagram presence is no less valuable to the future of Kylie Cosmetics. This week, the billionaire CEO posted photos of the Kylie Cosmetics’ headquarters to her Instagram story, and the ensuing online dissection of the images proved to be invaluable exposure to the brand.
Whether using her reign to promote other brands or her own, Kylie looks more than comfortable in the Instagram hot seat.
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