The Jenner Women: Brand Comparison

social-media-buzz

The Kardashian/Jenner clan is one of the most famous families in pop culture today; or infamous depending on how you view them. While everyone knows that Kris Jenner is the longtime matriarch and manager of her family, Caitlyn Jenner, formerly Bruce Jenner, has now taken her spot as matriarch number two. Kris is seen nationally as the manager of the Kardashian clan. She is a very powerful woman with a great deal of influence. Caitlyn, on the other hand, has also taken the national spotlight since transitioning in May of last year. She is now a widely known transgender supporter and public figure. Both of the women undoubtedly receive a monstrous amount of media buzz, but which one receives more? After performing searches on three different online tools: Klout, Google Trends, and Twazzup, I found that overall Kris Jenner has more influence, but Caitlyn Jenner produces more public interest and news.

According to http://klout.com/, Kris Jenner is more popular among social media these days than is Caitlyn. Kris’ klout score is an impressive 83 while Caitlyn’s score sits lower at 68. For those who have never heard of a klout score before, it basically is a measure of how influential one is to their audience. When either one of these famous ladies posts something on their social media account or makes a statement in the press, a certain amount of people will respond to whatever message they put out. The more people that are driven to action by their messages, the more influential they are. The more influential they are, the higher their klout score. The score is an accumulation of all types of social media and press coverage via social media including Twitter, Instagram, and Facebook, etc. Klout measures the amount of responses they get after they make a public statement or post, and these measurements are calculated together to measure influence. As ones’ score gets higher, it becomes more difficult to increase, as the maximum score is a 100. So according to Klout, Kris Jenner is a great deal more influential to her audiences than Caitlyn. The klout score is further explained on https://klout.com/corp/score.

When comparing the brands of these two women, Google Trends is another useful online tool. If you go to http://www.google.com/trends, you will be able to search for almost any topic you want in order to see its popularity on the Google Search engine. I searched and did a comparison for our two TV personalities, Kris and Caitlyn Jenner. Specifically, I narrowed it down to see the trends for the year 2015. This is what the trends looked like:

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The red line represents the google searches for Caitlyn Jenner, while the blue line represents the searches of Kris Jenner. According to Google Trends, Caitlyn Jenner had more peaks in overall searches in the year 2015 than Kris. In May of 2015, where the large peak is for Caitlyn, she was searched 25 times more than Kris. That number is the ratio of searches between the two. I arrived at that number by dividing the higher number of searches (Caitlyn’s number) by the lower number of searches (Kris’s number) that can be found on the Google Trends website. This large ratio that we see between the two in May is in part due to the fact that Caitlyn publicly announced her transition in May of 2015. This was a huge shock to the public and left everyone with questions only to be answered by Google. We can see that by the end of 2015 the searches leveled out and became very similar. For further comparison, I also looked at the search trends for the two women for the year 2016 and this is what the chart looked like:

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The trends in 2016 are interesting as well as both women have multiple peaks in their Google searches. Overall, Caitlyn Jenner seems to generate more interest in the forms of Google Searches than did Kris. In the middle of 2016 (around April-June) Caitlyn was searched 3.6 times as much as Kris, which is a bit more even than it was in 2015. If you would like to see the full search I performed on Google Trends, click here.

The third and final online tool that we will use to compare the brand of Caitlyn and Kris Jenner is Twazzup. Twazzup is a site that performs real-time monitoring and analytics for twitter feeds. If you go to http://twazzup.com/, you can search separately for the two women and find their TPH scores to compare. THP stands for tweets per hour, and is an indicator of how active the ladies are on their twitter accounts.

Caitlyn Jenner’s TPH score is 19, and the full search on Twazzup can be found here. Unsurprisingly, Caitlyn Jenner’s top influencer on Twitter according to the site is Kylie Jenner, handle: @kyliejenner. Kylie Jenner has a whopping 18,546,520 followers on Twitter, so it is only natural that she would have the ability to spread the most news about Caitlyn. A couple other users who report on Caitlyn Jenner are Justjared.com, Merica, and Eldeforma.

Kris Jenner’s TPH score is 32, and the full search for her on Twazzup can be seen if you click here. I was interested to find that her top influencer according to Twazzup is Perez Hilton, who has a less impressive 6,512,934 followers when compared to Kylie Jenner. However, it makes sense that Perez Hilton would share a large amount of news about Kris due to her relationship with the family. A couple of the other users who share news about Kris are US Weekly and OK Magazine USA.

 

 

 

 

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