Queens of the Instagram age
‘People will be upset about this,’’ said my colleague. ‘‘Don’t be ridiculous,’’ I said. ‘‘We’ve got bigger issues: a global pandemic, an upcoming election and two referendums. No-one will have the slightest interest in the fact that the Keeping up with the Kardashians television show is finally ending.’’
She was right. I was wrong. The end of the American reality television show next year was the talk of the office, the cafe, of friends and strangers. I hoped they were grasping at any news that wasn’t Covid-19 related, but more likely there is still a yearning to watch something vacuous and shallow. It seems there is a whole generation who grew up with the Kardashians’ drama and angst in their living rooms, and the grieving process has started.
We might all think we’re woke, but if you’re following the Kardashians your wokeness is taking a nap. The reality television family seems to stand for everything we say we loathe. It’s totally tacky and promotes everything we’re trying to change. For example, while companies and celebrities are trying to promote ‘‘body positivity’’, we’re all supporting the Kardashians who are pushing appetite-suppressing lollipops, teeth whiteners and waist trainers.
Even for those of us who have never indulged in the KUWTK show – yes, there is an acronym – you cannot miss the Kardashians, who infiltrate anywhere and everywhere. But what are they famous for? Absolutely nothing, except being socialites and the odd nude shot and sex tape.
So why do we care about them? Truth is, despite never having watched their show, I have long held a fascination with this tasteless family whose lives have been brandished all over the world, because they’re the ultimate in successful marketers.
The show has been irresistible with scandals, controversial pregnancies and fairytale weddings, all underpinned with the ultimate get-rich fantasy.
Timing was everything for the Kardashians, of course: they launched their television series just as social media appeared on the scene and they milked the new digital world to maximum capacity. They continually analyse their followers and use that information to create new ways to enthral their audience, making them arguably the most successful, and canny, businesswomen of this generation. Kim Kardashian, worth an estimated US$350 million (NZ$518m), said when she joined Instagram in 2012 that she realised social media could be used as a free focus group.
To give a sense of their influence, when Kylie Jenner admitted to using cosmetic fillers, filler requests increased by 70 per cent, while a tweet about not using Snapchat any more wiped US$1.3 billion off the company’s market value.
Instagram helped her brand grow from taking selfies to generating sales for herself and sponsored partnerships. Kimoji emojis earned her US$1m a minute, and the Kim Kardashian: Hollywood video game made her US$80m.
So, don’t think for a minute that the axing of the show spells the end for this publicity-hungry family: marketing runs through their veins. The fact is they no longer have any need for a TV show that exposes their every drama; they are social media royalty reigning supreme and raking in the dosh.
And don’t imagine they’ll stop there. In this world where reality TV stars can turn into chefs, actors, or even presidents, anything is possible.
Kim’s hubby, Kanye West, has announced his United States presidential candidacy several times, although never followed through. But when asked if she’d ever run for the top job, Kim responded: ‘‘I guess, never say never.’’