Tag Archives: brand

The BBC Breakfast studio in Manchester

Did Kylie Jenner kill Snapchat?

Last Wednesday evening celebrity Kylie Jenner tweeted that she wasn’t really using Snapchat any more. By Friday, Snap Inc’s share price had dropped $1.3billion and the popular news websites were screaming that Jenner had caused it all:

…and so on.

Around midday Friday I got an email from BBC Breakfast asking if I’d be prepared to come on and talk about celebrity and social media. Well, of course I would. So that’s how I came to be sitting in a studio in Manchester’s Media City at the sort of time most Saturdays I’d still be in bed, chatting to presenters Jon Kay and Rachel Burden, and showbiz reporter Lucy J Ford.

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How to be famous on social media

On Tuesday I went to a school careers fair to talk about working in social media. Nearly all the pupils I met (aged 13 – 16) were already active on social networks like Facebook, Snapchat and Instagram; a couple had their own YouTube channels.

Some of them asked me how to become an influencer. They were keen to monetize their presence like Zoella or KSI. One of them wanted to know how to ‘be famous”. Most had questions about how to make the jump from using social media for personal social networking to using it for work.

Here’s the advice I gave:

1. Yes, there are YouTubers and celebrities who’ve become famous and made millions from their social media profiles. They probably make up less than 1 percent of people who earn a living through social media. Many of these (like Paris Hilton or Kylie Jenner) already had money and networks of privilege to help them. Others (like PewDiePie or Jenna Marbles) have become leading influencers through their own unique style and delivery – and sheer hard work. It’s not impossible but the odds will be stacked against you.

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