Keeping up with Kylie Jenner

Kylie Jenner’s boyfriend flooded her house with rose petals on the week of her birthday (Cartwright, 2019)… 🌹

My boyfriend just bought a house in Brisbane so same thing, right? A girl can dream.

(… I like to pretend he bought it for me lol #StudentLife)

Image 1: Screenshot of Kylie Jenner’s Instagram video on the week of her birthday (Kylie Jenner, 2019b)

Okay, so what about Kylie Jenner?

22 million followers on Facebook (2019a).

28 million on Twitter (2019c).

144 million on Instagram (2019b).

And that’s just for her personal social media accounts alone – she has two businesses so just imagine how many followers she has when combining all three accounts for each platform (… a lot). Lol wot. 😲 #YeahSame

Image 2: Kylie Jenner, CEO and Owner of Kylie Cosmetics and Kylie Skin (Kylie Jenner, 2019b)

Today, we’re here to talk about Kylie Jenner and her success within social media, applying the Social Media Marketing Framework (SMMF).

“Social media marketing is an interdisciplinary and cross-functional concept that uses social media to achieve organisational goals by creating value for stakeholders.”

(Felix et al., 2016, p. 123)

The SMMF is used as a basis for social media strategy and proposes four dimensions:

  • Scope
  • Culture
  • Structure
  • Governance (Felix et al., 2016; Chaffey & Ellis-Chadwick, 2019).


This refers to how social media platforms are used (Felix et al., 2016; Chaffey & Ellis-Chadwick, 2019). Within this, you can either be a defender or an explorer (Felix et al., 2016). If you’re a defender, you’re all about communicating yourself to your audience whereas if you’re an explorer, you’re consistently seeking out “integration, interaction and collaboration” (Felix et al., 2016, p. 121).

Neither are right or wrong. I personally believe it just depends on your social media strategy and goals. 📈

The Kylie Cosmetics line uses #KylieCosmetics to encourage consumers to showcase their love for the brand, and the use of the brand’s makeup products (Chaffey & Ellis-Chadwick, 2019). By doing this, it allows her audience to be seen and organised under her specific category within the algorithm (the “behind-the-scenes” of social media platforms (Coates & Iannelli, 2019)).


Culture proposes the differences in the usage of social media (Chaffey & Ellis-Chadwick, 2019). On one hand, you can observe the channel as a means of mass-marketing, with the ability to reach a multitude of people and increasing risk of negative brand perception (Felix et al., 2016). On the other, you can embrace social media as the means of what it is: social (Felix et al., 2016; Chaffey & Ellis-Chadwick, 2019; Coates & Iannelli, 2019).

As Kylie has such a dominant online presence, it’s evident that she takes control of her platforms and presents herself in an authentic and truthful way. For example, she consistently posts personal images or videos of her lifestyle, her career, and her daughter (Chaffey & Ellis-Chadwick, 2019).

Image 3: Screenshot of Kylie Jenner’s Instagram post with sister, Kendall Jenner, as infants


How do you implement social media into your marketing strategy? 🤔

Do you operate within a hierarchy or network? 🌐

The hierarchy structure refers to having 100% control, and the network structure is more about collaboration and giving the responsibility of content to everyone (Felix et al., 2016).

In this day and age (and in this particular industry), is there even a top dog?

As I said, social media is all about being social (Coates & Iannelli, 2019), so why not be social on the platform and behind it?

A hierarchal structure may be relevant in terms of a particular department having the responsibility of the platforms, but everyone within that department will have a role to play (Felix et al., 2016).

For Kylie Cosmetics, I can just assume that she’s got a team working on the socials for Kylie Cosmetics and Kylie Skin because of how big she is within the industry.


The final dimension refers to how social media is actually used (Felix et al., 2016; Chaffey & Ellis-Chadwick, 2019). Here, we’ve got autocracy and anarchy (Felix et al., 2016).

Autocracy falls under the hierarchal structure, in that you have a protocol that you must follow when posting content online (Felix et al., 2016). The anarchy approach is the complete opposite: you’re free to post whatever you want (Felix et al., 2016).  

In my personal opinion, I see a combination of the two. My perception of, let’s say Instagram, is that your posted content (this is what i’s seen on your feed) should have protocol to an extent. Kylie Skin, a brand dedicated to skincare, wouldn’t really be posting about an office printer, would it? Rather, it would be posting its products or its consumers using its products to showcase its quality. Whereas Instagram Stories would be where you post yourself using the office printer (… perhaps printing off invoice receipts for orders that need to be shipped out to consumers?)  

Image 4: Screenshot of Kylie Skin’s Instagram grid (Kylie Skin, 2019)

Whether you love her or hate her, Jenner is the ultimate influencer, and is royalty in the social media industry. 👑 #KeepUp

What do you think about Kylie’s social media success?

VP. ✨


Cartwright, L. (2019, August 11). Kylie Jenner celebrates 22nd birthday with week-long festivities. [Online]. Retrieved from:

Chaffey, D. & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation and Practice. United Kingdom: Pearson.

Coates, E. & Iannelli, R. (2019). Social School. Canberra: Ivy Social & Good Day PR.

Felix, R., Rauschnabel, P. A. & Hinsch, C. (2016). Elements of strategic social media marketing: A holistic framework. Journal of Business Research, 70(1), 118-126.

Kylie Jenner [@KylieJenner]. (2019a). Facebook profile. Retrieved from:

Kylie Jenner [@kyliejenner]. (2019b). Instagram profile. Retrieved from:

Kylie Jenner [@KylieJenner]. (2019c). Twitter profile. Retrieved from:

Kylie Skin [@kylieskin]. (2019). Instagram profile. Retrieved from:

6 thoughts on “Keeping up with Kylie Jenner

  1. zadajiang

    You have analysis the SMMF concept very well with the case study, and I love how you use the relevant pictures to make the article fun to read, keep going!


  2. sarahedav

    Love this post! You have analysed the Social Media Framework in so much detail yet still maintained and kept it very interesting, fun and engaging to read!



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