Kylie Jenner Becomes First Woman to Reach 300 Million Instagram Followers

Reality TV star and cosmetics executive Kylie Jenner has become the first woman to reach 300 million followers on Instagram. The 24-year-old “Keeping Up With the Kardashians” alum reached the mark this week, to trail only Portuguese soccer star Cristiano Ronaldo with 388 million followers. Facebook-owned Instagram’s own account has the most followers with 460 million.

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Regardless, the “Queen of Instagram” long ago surpassed previous female social media polesitter Ariana Grande, who tracked more than 146 million followers in 2019.

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Jenner achieved the milestone despite laying low on the social media platform in recent months following last November’s Astroworld rap music festival tragedy in Houston, where 10 concertgoers were crushed to death in a stampede trying to see her boyfriend, Travis Scott, perform.

Comscore Partnering with Snap for Content Viewership Data

Data measurement firm Comscore Nov. 5 announced a partnership with Snap to integrate Snapchat Discover traffic into Comscore’s digital audience measurement. The deal is expected to better qualify Snapchat traffic on both owned-and-operated and distributed content platforms.

“We are committed to helping our partners and advertisers have a better understanding of their audience in order to build long-term, sustainable business models,” said Nick Bell, VP of content at Snap, said in a statement. “Our integration with Comscore is another important step in our continued progress towards establishing valuable measurement practices.”

Indeed, Comscore in February said that 63% of U.S. households (59 million) with high-speed Internet streamed an average of 50 hours of OTT video that month – ranging from 20 minutes to more than three hours per day.

Better understanding its audience has been a priority since the social media platform earlier this year redesigned the Snapchat Discover app, including separating content – including video – from friends, celebrities and publishers into different categories.

The move angered many Snap users, including reality TV star Kylie Jenner, whose tweet that she didn’t use Snapchat much anymore resulted in a $1 billion market valuation drop.

Comscore said the new partnership affords a more “holistic” view of audience scale, with the addition of audience viewing of publisher’s content on Snapchat, to traffic from the publisher’s own entities.

“With so many consumers viewing content through social platforms, it’s vital that this consumption is adequately accounted for,” said Dan Hess, chief product officer at ComScore. “We are excited to partner with Snap to integrate Discover traffic into our digital audience solutions so both publishers and media buyers have a more complete view of audience size, engagement, and potential value.”

 

Snapchat Loses $1.3 Billion Market Value After Kylie Jenner Tweet

The power of the Kardashians cannot be understated (or understood). Shares of Snap, parent of social media app, Snapchat, fell 6% Feb. 22 reportedly after reality TV personality Kylie Jenner tweeted she no longer used the platform.

The share price drop saw Snap’s market valuation plunge $1.3 billion.

Jenner, who is a member of the Kardashian clan and has almost 25 million followers on Twitter, was reacting to Snap’s recent decision to redesign its flagship app, including separating professional content from friend groups and omnipotent chat messages.

“Sooo does anyone not open Snapchat anymore? Or is it just me … ugh this is so sad,” Jenner tweeted Feb. 21.

Snap said the redesign is intended to separate user-generated content from professional while maintaining its trademark platform enabling users to post pictures and video that disappear after 24 hours. The company says it generates 3.5 billion snaps daily.

An online petition asking Snap to reconsider the redesign generated 1.2 million signatures. Snap said the redesign would remain in effect.

Regardless, research firm MoffettNathanson, in a note, attributed the stock decline to ongoing corrections on Wall Street.

“Snap and Twitter have likely run too much on already stretched multiples,” it wrote. “As the market, fresh from all-time highs, recovers from a massive correction, we think the premium placed on owning strong businesses increases, while the risk of owning those with zero valuation support becomes even more pronounced.”

Of course, market reaction could also be following disclosure Snap CEO Evan Spiegel earned $638 million in total compensation in 2017 – the third-highest ever recorded for a chief executive.