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  • Justin Richardson

Kylie Cosmetics- A SMMF Analysis

Updated: Sep 5, 2019

In this blog, we will be analysing Kylie Cosmetics' Instagram account using the SMMF. First of all, what does SMMF stand for? SMMF stands for Social Media Marketing Framework and it offers a holistic way to consider the strategic application of social media. The SMMF is made up of four dimensions;


1. Scope

This dimension describes how much an organisations social media channels are used for one-way communication or as a multi-way environment in which consumers are able to interact with the organisation.

2. Culture

Similarly to scope, culture describes how much a social media channel is used for simple mass-communication techniques or a more modernist approach of being open and flexible and embracing the style of social media platforms.

3. Structure

Structure describes the manner in which social media is deployed within the organisation. For example, is social media application the responsibility of a small structured team following approved protocol? Or is the responsibility of all employees to an extent?

4. Governance

The dimension describes the rules employees must follow when marketing via social media such as what they can and cannot say, the language they should use when communicating and the correct use of company audio-visual material.



Kylie Cosmetics

Kylie Cosmetics was founded in 2015 by Kylie Jenner. After initially only selling lipstick and matching lip-liner sets, the brand has now expanded to be worth nearly $1 billion USD after just three years on the market. Much of this success is thanks to Kylie and her family’s effective use of their social media channels to promote the brand. The Jenners and Kardashians consistently post and share Kylie Cosmetics content.

Although Kylie Cosmetics does have a brand Instagram, the page only has a measly 21.7 million followers compared to Kylie’s personal account which has 145 million. For the purpose of this blog I will however be analysing the brand page as the framework fits better when used for actual organisational accounts instead of personal ones.


1. Scope

Overall, the Kylie Cosmetics Instagram page is fairly one-dimensional in terms of their communication with consumers. Their social media posts are generally showing off a product or the features of said product and do not encourage viewer engagement. Viewers who do engage and leave a comment are generally only replied to by Kylie Cosmetics with some emojis. Very little substantive communication between the two parties.


2. Culture

Similarly to scope, Kylie Cosmetics is fairly traditional in terms of brand social media culture. Most posts are just pictures of their products. Some posts do utilise features of Instagram such as shop links however that is pretty much it. Furthermore, there is no evidence that the page has changed style, aesthetic or method since it was created.


3. Structure

Structure is difficult to analyse without directly knowing the brand and its strategies. However, some assumptions can be made. According to Wikipedia (not a reliable source, I know), Kylie Cosmetics has 12 employees. With such a small team operating such a large brand, we can assume that the social media management is up to at least a few of those staff.


4. Governance

Because of the fairly small team, they utilise a very formulaic approach when creating social media posts. Say the name of the product, describe it, tell people where they can buy it and chuck in a few emojis. As a result, their posts aren’t particularly interesting or engaging. The emojis match those used by Kylie’s personal account. By having a formulaic approach to creating posts, presumably any of the staff can do them.


Overall, Kylie Cosmetics’ Instagram page is nothing special and certainly doesn’t reflect the success of a company worth almost a billion dollars.

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