21 Tex. Rev. Ent. & Sports L. 113 (2020)
Swipe up to Subscribe: The Law and Social Media Influencers

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              Social   Media Influencers


                         Monique Groen


INTRODUCTION:  THE  POWER  OF  SOCIAL MEDIA

     Just last year, Forbes magazine headlined an article entitled
America's  Women   Billionaires, a piece dedicated to champion-
ing the efforts and accomplishments of the country's sixty richest
self-made women.1  Forbes is a publication highly regarded for fea-
turing the most motivated and successful business moguls of the
moment,  and this topic is not an unusual one for it to feature. How-
ever, the face of the article, branded with such an enviable title,
was  Kylie Jenner (Jenner), the youngest member of the twenty-
first century dynasty known as famous for being famous. While
unsurprising given the ubiquitous popularity of Jenner's makeup
brand, the fact that Jenner may surpass Mark Zuckerberg  as the
youngest self-made billionaire is controversial in light of conven-
tional notions of what it means to be self-made.
     While it is impossible to predict how Jenner's company, Kylie
Cosmetics, would be doing had she not been as famous beforehand,
it is undeniable that it has reached such heights largely because of
Jenner's ability to leverage her social media following.2 In fact,
Jenner credits her success to her social media platforms, which al-
low  her easy  access to fans  and  customers.3 Jenner tactfully
employs  her social media  accounts to promote  her  company's
products. She creates hype by teasing her followers on Instagram
before product launches and releases limited quantities, causing her

   1. Natalie Robehmed, How 20-Year-Old Kylie Jenner Built a $900 Million Fortune in
Less Than 3 Years, FORBES (July 11, 2018), https://www.forbes.com/sites/forbesdigital
covers/2018/07/11 /how-20-year-old-kylie-jenner-built-a-900-million-fortune-in-less-than-
3-years/#1ea54401aa62.
  2. Id.
  3. Id.


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