Learn all about Kylie Cosmetics social media marketing strategy.
As of January 2023, there are 4.76 billion social media users worldwide. This represents 59.4% of the world’s total population. Post-COVID, more and more people are turning to social media to stay informed, connect, and stay sane. That’s why social media today is more important than ever.
However, just being on social media isn’t enough. As more brands enter the digital world, having a strong social media strategy becomes critical. A good social media strategy can make all the difference and help you stay ahead of the competition.
Today, we will talk about one such brand, Kylie Cosmetics, which has carved a special place in its customers’ hearts with its social media marketing strategy. We’ll also list the key takeaways from Kylie Jenner’s social media marketing strategy so you can implement some of them in your brand.
Introduction to Kylie Cosmetics
Kylie Cosmetics is the industry’s most popular beauty brand, founded by reality TV star and Kardashian-Jenner family member Kylie Jenner. The company began selling Kylie Lip kits on November 30, 2015, a combination of a liquid lipstick and lip liner. Kylie Lip Kit was later renamed Kylie Cosmetics.
Statista reports that 12% of US cosmetics and makeup users use Kylie Cosmetics. So out of 61% of those who know the brand, 20% use it.
But what makes Kylie’s cosmetics so popular? Kardashian-Jenner’s surname? Well, that’s part of it, but Kylie’s strong PR skills and the sheer quality of the product are also contributing factors. Kylie Jenner’s social media marketing skills has made her the youngest person on Forbes’ list of America’s richest self-made women.
Let’s break down Kylie Cosmetics marketing strategy across different platforms and see what they’re doing right.
Kylie Cosmetics marketing strategy on Instagram
With 25.7 million followers on Instagram, Kylie Cosmetics has built a strong community of customers.
Since the brand has a wide range of cosmetics, it highlights some in their stories with the product links. This makes it easier for customers to find the product and allows them to click the link and buy it directly.
Millennials and GenZ are Kylie Cosmetics’ target groups. But marketing to both these generations at once can be challenging . Therefore Kylie Jenner’s social media marketing strategy is collaborating with influencers to spread word of mouth and promote its products. When customers see their favorite influencers wearing products, it builds trust and reinforces purchasing decisions.
You can follow a similar approach. However, finding the right influencers for your B2C brand can be difficult. This is where social listening tools like Radarr can help.
The brand doesn’t shy away from showing behind-the-scenes on Instagram, either. For example, look at this reel that shows Kylie Cosmetics journey from its beginnings to today.
The benefit of sharing behind the scenes is that it helps build trust, generates brand loyalty, and humanizes your brand.
Kylie Jenner, the founder of Kylie Cosmetics, is an influencer herself. She uses her Instagram to teach people how to apply makeup and showcase her new makeup collection.
She breaks down makeup in a simple way so her followers can learn and participate in creating similar looks. You can also use a similar strategy to educate people to use your product or service through Instagram reels.
- Showcase your latest collections with Instagram Stories and Highlights. Best of all, you can now add links to your stories so customers can shop directly.
- Use influencer marketing to spread word of mouth and reach a wider audience.
- Humanize your brand by giving them a behind-the-scenes look.
- Use Instagram reels to educate your audience about using your product or service.
Also read: Breakdown of Gymshark’s Social Media Strategy
Kylie Cosmetics marketing strategy on Twitter
Kylie Cosmetics has posted several videos on Twitter where influencers educate viewers about using the brand’s products. This is a great strategy to convince existing and potential customers of the quality of your product—an effective sales tool to attract and retain customers in the beauty industry.
Customer retention is the key of Kyle Jenner’s social media marketing strategy. That’s why she uses social listening tools to stay on top of customer conversations and engage with them better.
The best way to connect with your audience is to ask them questions about your product or service. This gives you qualitative insights into your customers and brand.
Even though Kylie Cosmetics is a popular brand, it still shares customer testimonials on Twitter to build credibility. And we know that customers have long trusted each other more than brands when making purchasing decisions.
Kylie cosmetics also uses social listening tools to measure human emotions behind online conversations which help the brand redefine customer experiences.
Email and SMS marketing can be your go-to strategy for promoting ongoing deals and offers. But remember, these are crowded platforms. Messages are easily lost. Therefore, promoting them on social media is the best solution.
For example, Kylie Cosmetics uses Twitter to share its ongoing product offers and deals because the brand knows that customers spend most of their time on social media, and it’s hard to miss.
- Use Twitter videos to educate and introduce people to your products.
- Interact with your customers to retain them and attract potential customers.
- Share your customer testimonials on Twitter to build credibility among a wider audience.
- Promoting your ongoing deals and offers on Twitter is an effective marketing strategy.
Kylie cosmetics marketing strategy on Facebook
Kylie Cosmetics’ Facebook page has 100+ videos. These videos are a mix of tutorials, product spotlights, user-generated content, and product launches. We all know video marketing is growing in popularity, but it’s a must-have strategy for beauty brands to stay competitive. It’s where you can leverage social listening tools to find the ongoing trends on social media.
The brand also has a Facebook group, “Kylie Cosmetics,” with 6.6k members. The brand uses its Facebook group to connect with customers, answer questions, offer exclusive discounts, and share user-generated content. Facebook Groups are a powerful marketing tool that can help you attract new customers and retain existing customers with unique content, community, and support.
Kylie Cosmetics founder Kylie Jenner is already a popular face, so the brand doesn’t have to invest much in influencer marketing. With this in mind, the brand sought to create a sense of urgency and get people to buy Kylie’s favorite product. When a customer sees Kylie using her product, it’s a vote of trust in the brand that makes them more likely to purchase or use a particular product in the future.
A similar strategy can be used to cite influencers and celebrities who use your product or service.
Pages are important destinations for Facebook users. Therefore, providing a call to action feature helps users take action. Call-to-Action buttons are designed to bring your company’s most important goals to the forefront of your Facebook presence. They link to any destination inside or outside Facebook that aligns with your business goals.
For example, Kylie Jenner’s social media marketing strategy on Facebook includes adding “Shop on Website” as its CTA (Call-to-Action).
- Video content should be at the center of your Facebook marketing strategy.
- Create a Facebook group to build strong communities around your brand and strengthen relationships with existing customers.
- Create a wider conversation about your brand with influencer marketing.
- Add a “call to action” to your Facebook Page to tell your Page visitors to do something specific (visit the website or call the store)
Kylie Cosmetics marketing strategy on YouTube
Considering Kylie Jenner herself has 12.2 million subscribers on Youtube, the actual Kylie Cosmetics channel isn’t much action.
The brand isn’t active on YouTube but has built a basic foundation. Kylie Cosmetics YouTube channel features introductory videos, Q&A sessions, and makeup tutorials to give audiences a quick introduction to the brand.
Since Kylie Jenner’s social media marketing strategy on YouTube is about pushing Kylie cosmetics, she introduces people to a new range of Kylie cosmetics or posts behind-the-scenes or get ready with me videos on her channel.
Kylie Jenner is the face of Kylie Cosmetics, so featuring herself in YouTube videos inspires customers and builds trust.
- As a beauty brand, you should try different content strategies on YouTube, including behind the scenes, product tutorials, Q&A sessions, and more.
- Be the face of your brand. It makes your brand more trustworthy, authentic, authoritative, and genuine.
Kylie Cosmetics marketing strategy on Pinterest
While most brands are hesitant to use Pinterest marketing, Kylie Cosmetics has learned that the platform plays a key role in converting visitors into leads and sales faster than any other social media channel.
Pinterest is a visual platform, and Kylie Cosmetics marketing strategy on Pinterest involves creating high-quality, engaging visual content to share.
Unlike Instagram, Pinterest lets you link your visual content to your website. Therefore, Kylie Jenner’s social media marketing strategy involves written and visual content to direct users to their company website. This is a great strategy for increasing traffic and increasing online sales.
Pinterest is rife with links to tutorials, infographics, guides, and other educational content. The platform prefers visual content, so it’s a powerful channel to inform and engage customers.
For example, Kylie Cosmetics marketing strategy on Pinterest is to share makeup tutorials and educate viewers about its products.
Creating boards on Pinterest can help you stay organized. You can segment your board based on audience, interests, or categories.
Kylie Cosmetics does this well, neatly organizing its boards by category. This is a particularly good option for B2C companies. Some keywords they focus on are ‘Kylie Skin,’ ‘Face,’ and ‘Eyes’ so that people can easily find their products.
- Pinterest is a visual platform. Engaging users through visual elements is the most important tool for success.
- Add a link to your website under every pin you publish to drive targeted traffic.
- Creating boards make it easy for users to follow specific topics and content on Pinterest.
Ready to improve your social media strategy?
With nearly 100 million followers on social media, it makes sense why Kylie Cosmetics is so focused on social media marketing. The brand relies heavily on social media channels like Instagram, Twitter, and Pinterest to conduct marketing and gather valuable feedback.
Trends show millennials and Gen Z are becoming less dependent on traditional advertising. They see social media as a more organic and responsible marketing vehicle. Hence, Kylie Jenner’s social media marketing strategy relies heavily on creating authentic content.
She takes a step further and uses social media listening tools to measure what customers say about her products. Social listening tools help Kylie find the perfect window to showcase upcoming products and get instant consumer feedback. This allows Kylie to make changes and anticipate product demand before it hits the market.
Looking to use social listening tools for your B2C brand? Use Radarr to gather actionable insights into audience reactions, interests, and market trends in real-time.
Frequently Asked Questions (FAQs)
How does Kylie Cosmetics use social media?
Kylie cosmetics uses social media to share company information, post behind-the-scenes, user-generated content, and promote ongoing offers.
What is Kylie’s marketing strategy?
Kylie Jenner’s social media strategy doesn’t rely on traditional marketing. She targets her audience where they spend most of their time – Social media. By keeping her fans up to date, Kylie is able to generate a lot of interest and excitement, which translates into sales and helping her business grow.
What social media platforms does Kylie Jenner have?
Kylie is active on all the major social media platforms, including Instagram, Twitter, Snapchat, etc.
Who is the target audience for Kylie Cosmetics?
The brand’s target audience is primarily young women aged 18-24 who are social media savvy and familiar with the latest beauty products.