Speaking to Re/code’s Kara Swisher at Code Mobile earlier this week, Kim Kardashian West revealed that she isn’t necessarily all about the latest thing; she prefers to find a good fit.
The only proof you need of this is in her choice of phone. The iPhone 6 and 6 Plus may have hit the market last month, but you won’t find one in Kim’s bag. While she might be known for embodying the latest trends in fashion, when it comes to smartphones, Kim ignores the fads, favouring her BlackBerry device, which she calls her “heart and soul”.
“People are horrified that I use a BlackBerry, but I’ll never get rid of it,” she says. “If you have to handle an email and you have to type fast, I need that board… They don’t even have them in stores any more. I buy them on eBay. It’s a BlackBerry Bold. And I like to have three in my room that I line up in case they break.” She even went so far as to joke with Swisher that she would be up for becoming an ambassador for the embattled BlackBerry brand.
Loyalty to her Bold aside, Kim’s career trajectory, from disreputable socialite to reality TV darling to social media influencer and finally mobile gaming mogul, demonstrates a willingness to constantly adapt and try new technologies and platforms. “I’m loving Instagram,” she says. “I think you can be really creative, and a little more intimate. It has more texture than just words, obviously.”
This openness to connecting with fans through social media led to one of her more surprising and lucrative recent ventures; a partnership with gaming company Glu Mobile. It baffled critics at first, but the result (“Kim Kardashian: Hollywood”) has been a runaway success, perhaps due to its aspirational nature. Players are encouraged to emulate Kim’s lifestyle, and the game offers opportunities to mirror Kim and her husband Kanye West’s real life adventures – a large number of fans took their digital selves on vacation to Mexico after the couple were papped there.
Kim is also a big fan of Twitter, describing it as “an amazing focus group”, although she refutes rumours that she is paid a hefty sum per tweet by brands; “I would have been tweeting every two seconds if that were true.” She also finds it difficult to believe that other celebrities leave their online accounts in the hands of a social media team, when she crafts all of her updates personally.
It’s a lesson that many brands could do with learning; rather than trying to be good at everything and failing, be authentic and great at a couple of things. Kim readily admits that while she enjoys experimenting with apps like Snapchat, there are only so many hours in the day, and so she focuses on the platforms where she has an established following, like Instagram.
So what’s her secret? Well, Kim did fess up to one golden rule for Instagram: “In the same setting, I try not to do more than three [images]. It oversaturates my feed.” There you have it, from the queen of the overshare herself; sometimes, less is more.