The Kardashian and Jenner Empire: Why they lead In content marketing

Posted on: 24th February 2016 Brands Social Media
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Back in September 2015, the Kardashian / Jenner brand launched their exclusive lifestyle apps to the world where people would be able to view exclusive content in their daily lives.

Kim Kardashian already had her very successful gaming app (Kim Kardashian: Hollywood) by this point and according to Fortune, the app has brought in $100 million since its launch in 2014. Whether you love or hate the Kardashian / Jenner’s, there is no denial that they are successful in all their business ventures and these apps are a big part of that.

You would think having an extremely popular reality TV show, a beauty empire, fashion collaborations, and magazine features was enough for the Kardashian / Jenner brand to live on but the launch of these apps are probably the most successful venture they have created to date. The idea of creating ‘exclusive content’ purely for their apps is clever in a way that there really is a large portion of our society that is somewhat interested in what each individual Kardashian / Jenner does, what they have to say, or what they are wearing. The truth is, no matter how criticised this family gets, they are doing what any other brand/company would do to get their brand in the spotlight, and that is taking opportunities wherever they see fit. Our media outlets are flooded with news to do with negative and positive events around the world but it is hard not to come across a cross a story about this famous family on a daily basis….even if it is just what Kim ate for lunch on Friday. And for this reason, society becomes sucked into the reality of their lives, no matter how fabricated, materialistic or irrelevant it may seem, and we can’t help but read about them – whether you’re genuinely interested or not.

The reality is that no matter how much our society complains about them and society criticising those that appreciate them – we are still talking about them.


Each of the Kardashian / Jenner women are not naive, and they know they have fans out there that idolise what clothing and makeup brands they wear/use on a daily basis. And that’s okay. Each sister certainly have their own personality, style and individuality about them and what better way to showcase this than through exclusive content through apps. Of course they’ll charge a premium of $2.99 a month for you to access this exclusive content but what else would you you expect? If you want to see the latest Star Wars movie before many other people – you would also pay to do this. It simply is a matter of personal choice, and how much you are willing to be ‘the first’ to know something. Our media and tabloids are certainly no stranger to being the first to report on anything to do with the Kardashian / Jenner’s, and this week was no different.

Kim Kardashian released the first photo of her less than 3 months old son, Saint West on her Instagram on Monday 22nd February, the child already has over 34 million articles cited about him on the internet.

Similar to popular Youtuber’s out there making money by creating exclusive content on their channels whether these are in the form of ‘boyfriend/girlfriend challenges’, ‘beauty/fashion hauls’, ‘gaming first reactions’, or ‘vlogs’ – the Kardashian’s have found their niche in the form of their own individual interests. Each Kardashian / Jenner sister utilise their apps for their own interests to reflect their personalities and for those out there that will pay to see this, it is clearly valuable or of some interest to them.

As we see more and more people becoming more reliant on their smartphones and millennials are growing into this society with greater access to technology, these apps were created with intention of targeting exactly those kind of people. By creating content about topics that interest their target audience, the Kardashian / Jenner empire have several ways to turn them into customers.

The beauty of content marketing for your brand or business is knowing that you can create and distribute something valuable and relevant to attract, acquire and engage a clearly defined and understood target audience – with the objective of driving profitable customer attraction.

When we said the Kardashian / Jenner’s take the opportunity to grow their brand, it is simply doing something that they know gains attraction and engagement – and making a profit from it is a bonus because people clearly do not have a problem to pay to be a part of it. Although there are plenty of people / YouTuber’s who also create original content through their own channels, the Kardashian / Jenner’s certainly seized the opportunity to show another way to create a new business venture. If the popularity and success is in any way as it has been for the “Kim Kardashian: Hollywood” game, then there is no doubt that these apps will have a similar outcome, and even more so as Kendall and Kylie have recently launched their own game.

If you’re not a fan of the Kardashian / Jenner’s, then unfortunately their brand is here to stay and it will get bigger in the future. For those that are fans or are secretly fans of them (but you wouldn’t dare admit it), then you’re in luck as these sisters look to grow their empire with opportunities to appeal to all different kinds of people. There is no denying that a lot of their media publicity isn’t good, but they are still getting publicity that feeds on people’s reactions and emotions about them, and that’s good enough to keep the Kardashian / Jenner brand alive. They say controversy works in media, and this family have had their fair share of controversy over the years including sex tapes, drug overdoses, sex changes, and divorce. Some would say that this is the foundation of their success, and this is exactly why their business ventures have been successful and how they are able to continue to maximise new opportunities to keep people interested in the forever-growing Kardashian / Jenner brand.

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