Kayla Itsines… Social Media Marketing

As a company owner in 2017, you’d be foolish not to utilize social media to reach a vast and varied target market. Kayla Itsines is an expert example of a businessperson who is using social media “right”. Itsines and her husband together founded the ‘Bikini Body Guide’; an exercise and nutrition programs aimed at improving the health and self-confidence of women across the world. Exclusively through social media branding, Itsines essentially built a global empire with 7.2Million Instagram followers, an array of books and products, with the recent addition of the interactive smartphone app, “Sweat”. Kayla also uses Instagram to notify followers of her travels and subsequently plan a group Bootcamp session across the globe.

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As demonstrated below, Itsines’ Instagram frequently advertises ‘Transformation pictures’ of clients who have successfully used the product with pleasing results. Thus the companies branding is very clever as it’s essentially ‘click bait’… new followers see this promise of a ‘new/fit me’ and are therefore inclined to purchase the product. These progress pictures are essentially how Itsines targets her niche audience and reflects the pulse of the public – knowingly addressing a public need and providing a solution. By including these images of clients and herself she is advertising the experience promised by the brand and instances where they delivered.


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Itsines’ use of social media, for instance, Twitter and Facebook empowers consumers to interact with the brand. Platforms from which she can motive, connect and directly interact with her target audience. It’s so effective you essentially forget she is constantly promoting her company and image.


Twitter vs Instagram… Affordances

During the ‘era of electronic exchange,’ Social Media platforms such as Instagram and Twitter have become instrumental in the shaping of social interactions. Various platforms assume different affordances – the possibilities that they offer for action and usage. While a singular celebrity, Chrissy Teigen, may exist on a multitude of social networks her presence/voice can differ to the extent of presenting two different personas; essentially fragmentation of the self.

Instagram is commonly used as a window into the lives of its users. Captioned photos present a constructed reality that is often idealistic. Chrissy Teigen, like many other celebrities, uses her Instagram as a form of self-promotion… uploading photos of her family, travel or work related images. Thus, she offers her fans a glamorised and materialistic glimpse into her personal life.

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Twitter, on the other hand, has a different and more functional affordance. Chrissy Teigen is a prototypical example. She frequently interacts with other users, ‘tweets’ existential/comedic thoughts and assumes a political stance. Teigan has recently been in the media for her publicised opinions on POTUS Donald Trump…. the significance of an individual ‘tweet’ is illustrated below where the President acknowledged her opinion and consequently blocked her…

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The two aforementioned sites; each display the concept of technicism whereby they have features specific to themselves. Instagram is commonly utilised for self-promotion compared to Twitter, offering opinions and voicing a political standpoint… as is displayed by Chrissy Teigen’s usage, demonstrated above. Therefore, I believe these sites allow us to alter the way in which we present ourselves socially.