With 37.1m Instagram followers, Kim Kardashian West reaches one in ten of all the social media sites users, but brands looking to piggy back off her exponential influence are out of luck as the reality TV star has a clause in all her endorsements that keeps her Instagram off limits.
Speaking today at Cannes Lions festival Kardashian West said there is “nothing more I can’t stand” when Instagram becomes overly promotional and said she will only post about a product that she genuinely finds interesting.
“You have to be authentic. There is nothing more that I cant stand when Instagram becomes very promotional. I know that a lot of my brands might get frustrated that I don’t promote as much as they would like but I only do it if it’s authentic.
“I think because I’ve stayed true to exactly what I want my Instagram to be… I do what I want and put out what I want to put out.”
Kardashian West admitted that in the past she agreed to take on too many celebrity endorsements that didn’t fit in with her own brand and urged marketers to err on the side of caution when choosing celebrities to promote their products.
The TV star was on stage to talk about her explosively popular mobile gaming app Kim Kardashian: Hollywood, which this year is expected to pull in $200m. Developed by Glu Mobile, the freemium game allows users to create an aspiring celebrity and follow tips and tricks from the gaming version of Kardashian West. It mirrors her movements in real-time; for example if she goes away on holiday to Mexico the app will be updated with images of the hotel she is staying in.
It’s also a real coup for beauty and fashion brands looking to reach young, female users; the app has just signed a deal with Karl Lagerfeld, which will see the designer’s products featured within the game. Kardashian West’s own clothing line Dash also features along with a string of other brands. Glu Mobile CEO Niccolo De Massi, who joined her on stage added: “We’re just scratching the surface of where we can go.”
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