Attention “Whore”? Or Smart Gal?

Social media has always been a great way to connect with friends, stay up to date on what is going on in the world, or even a great way to network with other. BUT more recently, social media sites have turned into great (or sometimes not so great) places for people, especially celebrities, to self-market themselves, or in other words, it is a great place for those to seek attention – but seeking attention in order to make money. According to Marwick, “Self-branding is primarily a series of marketing strategies applied to the individual. It is a set of practices and a mindset, a way of thinking about the self as a salable commodity that can tempt a potential employer”. So like Marwick is explaining, self-branding is a way that many celebrities make their money. Kylie Jenner is such a good example of this. Kylie Jenner was originally known because of her famous family, but now – she has built an entire empire built around herself because of how she chose to market herself. She is now known for her sultry pictures and documenting her life via social media. The boom of Kylie Jenner originally started because of her infamous lip injections. When she posted the first picture of her lips after her lip injections, the world went crazy. But she was smart and developed her brand off of the attention she was seeking. Kylie has now turned into an internet sensation. She now has an entire makeup line which sells out insanely fast because she knows how to market herself and develop brand.

kylie-jenner-lips

While Kylie is flourishing in the world, she is not the only celebrity who uses social media to their advantage. Beyoncé (QUEEN BEY), also self-markets everything through social media now. Beyoncé uses social media to her advantage because she doesn’t put herself in the lime light as she used to before. She is very private and meticulous with how she handles her business. For example, her self-titled album went platinum after posting that her album was on iTunes via Instagram. Since that day, her Instagram has truly been her primary marketing strategy for her business. Whether she’s promoting her album or promoting her documentaries days before they premier, she uses social media to her best abilities.

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Celebrities aren’t the only ones who take marketing and branding into their own hands. I too, have actually developed my own brand and have begun to market my photography business via social media. I made a separate Instagram page (@ShotByJos) to post pictures from photoshoots, in hopes to pull in more clientele and turn my small photography business into an empire. I started this around this time last year because I’ve come to realize that social media can really work in your favor and you can really start from nothing and grow into something. So, hopefully my business will continue to grow.

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The media just proves that Marwick was right! Regardless of if you are showing off your body, asset, and lips like Kylie Jenner, surprising the world with a CLASSIC album like Beyoncé, or even just trying to chase your dreams like me, social media is currently a great tool to use to market yourself and build your brand!

Works Cited

Knowles-Carter, Beyoncé (Beyonce). “Surprise!” 13 Dec 2014. 12:00 a.m. Instagram.

Wilburn, Joslyn (ShotbyJos). 19 Feb 2017. Instagram.

“Kylie Jenner Lips – Plastic Surgery Before and After Injections”. Plastic Surgery Gal, 25 June 2016, http://plasticsurgerygal.com/lip-injections/kylie-jenner-lips-plastic-surgery-before-and-after-injections.

Marwick, Alice E. Status Update: Celebrity, Publicity, and Branding in the Social Media Age. Yale University Press, 2013. 19 Feb 2017. Web.

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6 thoughts on “Attention “Whore”? Or Smart Gal?

  1. I’m definitely familiar with the document your life on social media craze. I have a few friends who post snapchat stories EVERY single day. Their existence pretty much exists on snapchat, including hourly updates on what their lives are about. I don’t exactly agree with this and find that a lot of life’s experiences can be missed when staring at your phone. I hope that this craze somewhat calms down and people can focus on making relationships with those around them and connecting in person.

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  2. Joslyn,

    I completely agree with you that Social Media is a great tool to use to market any brand whether it is for personal or professional use. Since social media is such a rising tool in business I think it is a situation of do or die. If businesses and people in general do not take advantage and jump on this bandwagon soon, then their marketing strategies are at risk for not keeping up with the joneses.

    Thanks for the read!

    Olivia

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  3. Sometimes, I wonder where the line gets drawn between “personal branding” when trying to market yourself as a businessperson, and just being an everyday person trying to be popular. I’m really into photography so I follow a good number of local photographers who make multiple posts per day, or week at least. Their work to me is very interesting and engaging, and I understand that they are out doing photoshoots during the day, so we get to see some sneak peaks of their product. But when a person I went to high school with posts eight times a day about what they wore to babysit a 3 year old, or what book they read and which mug they used while snuggling under a blanket, I have to start wondering if people understand that posts like that are for attention. Self-branding only comes into play when you have something to market. Otherwise, people are just trying to create an image that they think will bring them popularity. When celebrities do it, they’re still selling us something.

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  4. Great post. I didn’t fully understand the idea of documenting oneself as a product until someone I knew personally rose to stellar Instagram fame by riding the ‘Goth-lite” craze that is perpetuated by brands like UNIF and Nasty Gal. She began coloring her Instagram with angsty photos while wearing trend-setting fashion. At first it seemed cliche to me, but her internet fame rose to the thousands. People began to identify with the niche version of herself she presented to her followers. Now, brands will give her free products just for a shoutout on Instagram. Being yourself and getting paid to do it seems like a great gig to me, but it is something my parents would never recognize as a potential career path. I think it’s about finding a really important facet of yourself and linking that to a market.

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  5. I definitely think that you are 100% right with this observation. Social media has become a platform for not only celebrities to up their marketing outreach, but also for the average person looking to reach lots of people. Individuals have built huge brands for themselves based solely off of a deft hand on the keyboard and a knack for knowing what will stick with online audiences. I’ve always found it interesting to watch YouTube stars get famous from their online personas and brands, and how now it’s become normal to see people create their own content and brand it for people to enjoy. I’m happy to see that you’re a part of that cohort of people who are using the internet to their personal and professional advantage–can’t wait to see your business grow!

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  6. I’m really glad you chose to write about this for your blog post. I find it truly fascinating how posting a picture or a few words on a social media platform can lead a person to fame in a matter of days. The Kylie Jenner example is particularly interesting because I wonder if she would have achieved the same social media success had her family not been famous with their own TV show. This ties into Briggs’ post as well about going viral. I wonder if it truly is just about the engaging content one posts or if your current social status already plays a huge part. We see people like Kylie go viral on Instagram for obvious reasons (her incredibly public family). But then we also see the people like Briggs mentioned (Damn Daniel) who most people have never even heard of. Humphreys mentions in Chapter 4 how engagement is an attempt to measure how involved or responsive the audience is. I wonder if this means that people like Damn Daniel are more engaging because people started to replicate his video on their own channels. Kylie is engaging in a different way- through the sale of her products and interactions on her posts. Is a certain type of engagement better? Are there different tiers of engagement and viral potential?

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