'Though it may seem like another money-grab from the queen of monetization, Jenner’s installment of the online-education platform piqued my interest as someone who wondered if maybe this would be the final push I needed to get my social-media act together'
Photo-Illustration: The Cut For the duration of one hour and 46 minutes, spread across 11 MasterClass videos, Kris Jenner, the world’s most prolific momager, shares her wisdom on “the Power of Personal Branding.” Though it may seem like another money-grab from the queen of monetization, Jenner’s installment of the online-education platform piqued my interest as someone who wondered if maybe this would be the final push I needed to get my social-media act together.
While influencing is relatively new, Jenner’s advice started like any good business class: by asking several existential questions that sent me into a Friday-afternoon tailspin. She rattled off questions like “How do you want the world to see you?,” “What are your core values?,” and “What’s the legacy you want to leave behind?” within 30 seconds of the first lesson. Those questions may be worthwhile to pursue, but they’re disorienting when the end goal is to gain more followers on social media.
My vision board, featuring stickers I stole from my younger sister. My vision board turned out to be less aesthetic-focused than what I imagine Jenner’s might look like. Instead of printing out photos of real people, I grabbed phrases, headings, and patterns I thought were pleasing. In Sharpie, I wrote topics I’d like to cover in my work. While I couldn’t come up with any answers about how I wanted my Instagram feed to look, I had a list of subjects I wanted to talk about.
The class had quite a few moments like this — bits of advice and declarations that reveal themselves to be contradictory if you think about them long enough — but that’s showbiz, I guess. Although I’m supposed to be authentic, Jenner tells me I have to do some market research. She says to “find the white space” in my brand’s market and fill that void.
More frequently than I can try to teach the algorithm what I want from it, my “For You” page introduces me to another new aesthetic. The more you commit to one, the more coherent your online presence becomes and the most established your brand will be. Parts of each of these trends feel authentic, and some are aspirational in a way that is exciting to me, but no singular mold has ever felt right.
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