Top 10 Takeaways from Kylie Cosmetics Instagram Marketing


Kylie Cosmetics is a world renowned brand of makeup and skincare products. This company has adopted many strategies to boost its business on Instagram. Social media marketing is an important aspect of marketing any brand these days. Most companies these days can expand their origins based on Instagram marketing. In this blog, we will discuss Kylie cosmetics Instagram marketing strategies that have enabled them to grow their Instagram and how you can adopt the same strategies.

Kylie Cosmetics

Kylie Jenner is a beauty mogul and entrepreneur. She is the owner and founder of Kylie Cosmetics, a global makeup and skincare company. Kylie Cosmetics is one of the fastest-growing beauty brands in the world. Kylie Jenner has used the platform to build a successful business and inspire other young entrepreneurs.

The company sells products including lipsticks, lip liners, eye shadows, highlighters, and blushes. Kylie Cosmetic was founded in 2014. The company is based in Los Angeles, California. This famous brand has been a success since its launch in 2014. The company has sold over $630 million worth of products. Kylie Cosmetics is one of the fastest-growing companies in the beauty industry.

Kylie Cosmetics Instagram statistics

The line includes products for lips, eyes, and face. The products are all vegan and cruelty-free. Kylie launched the line with a Lip Kit, which sold out in less than a minute. This is mostly an online based brand but there have been pop up stores that Kylie launched from time to time. This beauty brand has over 25.8 million followers with a net turnover of about 20 Million US$.

The analysis can get detailed, so here is a TL;DR 😜,

Kylie Cosmetics Instagram Marketing Case Study:

  1. Makeup tutorials Reels
  2. Scroll Stopping Product Posts
  3. Brand Owner Involvement
  4. Instagram Shop
  5. Influencer Marketing
  6. Hashtags and Captions
  7. Posting Enough
  8. Posting at the Right Time
  9. Types of Post and Engagement
  10. Creating Instagram Filters

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Top Strategies to steal from Kylie Cosmetics Instagram marketing

There are many ways in which this brand has marketed its products on Instagram. Let’s use the Competitor Analysis to look at various Instagram marketing strategies adopted by Kylie Cosmetics.

1. Makeup tutorials💅

First thing important for any beauty brand is to show the audience how they can use the various products they have to offer. This brand posts makeup tutorials on their brand page on Instagram. Not only does this attract more followers, it also attracts the possible customers. One of the major reasons why most people hesitate to buy beauty products is them not knowing how to leverage the product best.

Makeup tutorials are also viral posting ideas these days on Instagram. Hence, it is a very smart strategy to post about how each product can be used effectively in the right manner.

Kylie Cosmetics Instagram post makeup tutorial

As seen in the posting activity, they publish video content regularly, seen in purple in the chart below. They also have a good posting frequency.

Kylie Cosmetics posting activity

2. Scroll Stopping Product Posts

This brand has once again set its bars high by posting high-quality videos and pictures of its products. The lip kits, various eye shadow palettes, and other face makeup products have been captured in a very professional manner.

For a business to grow its sales and consumers, it is important to display the products in the best quality possible. People are more into brands that are transparent with the appearance of their products. The posts are not only catchy but also have the perfect captions to complement the pictures/videos. Try to make each post in a way it portrays the authenticity of the brand.

Kylie Cosmetics product posts

3. Brand Owner Involvement

One thing to notice with kylie cosmetics is the full involvement of Kylie in social media marketing. The model and entrepreneur is often seen with various looks that she created from her make-up pieces. Quite a few posts are seen on the brand’s Instagram page with Kylie’s glam look. This establishes a sense of trust between the business owner and the customers. Hence, appearing on the business page once in a while is a great way to attract more engagement to the Instagram page. This also adds a sense of individuality to the social media.

As we can see in their top performing posts, most of them have Kylie herself as the brand ambassador.

Kylie Cosmetics Instagram top posts

4. Instagram Shop Section👜

A quite recent update by Instagram has introduced a pop-up feature, wherein an account can add the rates and their products in the picture. All that one has to do is to open the shop section or click on the product in the post and see the various products along with the prices. This is a great feature that Kylie cosmetics has used to display its products along with the prices.

Once the pop-up is clicked, it takes you to the product and displays the link of the product to the website. This makes it easier for the viewers to get to the product that catches their attention. Try to create pop-ups for the business account for a better user experience for the customers.

Kylie Cosmetics Instagram shop

5. Influencer Marketing🤳

We all know that influencer marketing is the major strategy that most of the businesses follow these days for their Instagram marketing. But, every post by an influencer can be made unique by using authentic ideas. Kylie cosmetics has videos of influencers recreating either Kylie’s look or creating a look from their products. This shows the viewers that the products are genuinely good to attain the looks shown in the videos.

A lot of influencers have been working with this brand to grow their Instagram followers. There is a variety of content that they post on Instagram. Hence, none of the content seems repeated including the different models and influencers who are marketing for this brand.

6. Hashtags and Captions #️

Kylie cosmetics uses very polished captions in their posts. The brand name itself has been turned into a hashtag that is used on each of their posts. This can be easily adopted by you for your brand. Using relevant hashtags can make your posts reach better engagement. A lot of brands these days have their own hashtags. Influencers also use these hashtags in their promotion posts and this is the best way to get your post to circulate to a bigger audience.

Kylie Cosmetics Instagram hashtags

7. Posting Enough to keep Audience Engaged

Another key strategy we can learn from Kylie cosmetics is frequent posting. In the analysis, we can see that they post often, with a good ratio of pictures, carousels, and reels. Reels are the best way to get better engagement on the account. Although the brand has been posting often, they have not compromised the quality or content of the posts. Every post is unique with its own element. This strategy with posting is the best way to keep your business account with better engagement.

Below is the Engagement activity for Kylie Cosmetics. We can observe that they post regularly and thus get good engagement across content types.

8. Posting at the Right Time🕙

Once you have enough posts on your business account, the next step is to determine when most of the audience is online so the posts gets enough activity and engagement. This brand has worked in determining which time works best for posting.

The brand publishes its posts mostly between 7 PM and 6 AM PST. This timing seems to give their posts the maximum engagement.

Following are the post timings and engagement data of Kylie Cosmetics according to competitor analysis.

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9. Types of Post and Engagement

In the competitor analysis, it is seen that most of the engagement for their posts is coming through videos and reels.

The following show the post performance of this brand based on different post types,

Kylie Cosmetics Instagram content distribution

The videos had information on how to use the products as well as how to leverage the best use out of them. This is a strategy one can use to get better engagement.

10. Creating Instagram Filters

Kylie Cosmetics has also created its own filters to keep the audience engaged and to give them a basic idea of what its products would look like to the viewers. This is a unique and different way of attracting followers and keeping the already present followers engaged.

Download Kylie Cosmetics Instagram Marketing Analysis:

Wrapping it up

From the analysis of Kylie cosmetic’s Instagram account, we can see a lot of strategies that one can use to get better engagement and grow the brand on Instagram. Posting often is the secret behind better engagement. Posting often does not mean one compromises with the quality. The quality and content of the post needs to be maintained.

It is also important to make use of all the Instagram features like pop-up section and Instagram ads. All of these Instagram features are best designed to get your more engagement. It is important to keep in touch with audience and keep then entertained. All of these strategies from Kylie cosmetics can be used to keep better engagement.

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Tanmay Ratnaparkhe

Co-founder, 2X Entrepreneur, tech enthusiast, and SaaS expert, specializing in Instagram marketing and AI. With a knack for leveraging technology for marketing success, they share valuable insights and strategies to boost your digital presence and productivity.