This relationship between offline value and online visibility is so important. If you haven’ t created value offline, then all you’ re doing online is making noise in an echo chamber. Visibility without substance is just digital vanity. Whenever I bring this up, someone always says,“ But look at the Kardashians!” And that’ s when I know they haven’ t done their homework.
The Kardashians are not an example of social media replacing real work but an example of social media amplifying preexisting systems, businesses, and brand equity. Kim Kardashian didn’ t just appear on Instagram and go viral. Before the platform exploded: There was a reality TV empire carefully crafted and scaled through production partnerships. There were fashion and beauty businesses from fragrances to SKIMS that required teams, strategy, supply chains, and capital.
There was strategic positioning with celebrity circles, endorsements, licensing deals, and global PR infrastructure and so, social media wasn’ t the foundation but was in actual fact the megaphone. The Kardashians didn’ t build an empire on social media. They built an empire, then used social media to broadcast it globally.
So posting daily on TikTok with no product, no skill, no story, and no system is not“ doing what the Kardashians did.” That’ s like saying you bought a football and now you’ re playing at Manchester United. Don’ t confuse the microphone for the message. Don’ t confuse the platform for the purpose. And definitely don’ t confuse amplification for authentic achievement. Build your value first then let social media do what it does best which is to shine a spotlight on what’ s already real.
Building Value
How do you build value? There is a story in the Bible where Jesus saw a fig tree that looked like it had fruit on it. However, on getting close he discovered there was nothing. That tree ended up with a curse
on it. Many people are like that tree. From afar they look like they have substance but once you get closer to them you realise that it was all hype with no substance. The rule of thumb for me is that the substance must be exponentially greater than the hype. What does this mean in practical terms? It means that if peoples first encounter with you is on social media the experience of meeting you physically should create such a wow factor that will make the online experience look like child ' s play.
If people will spend a fraction of the effort they use for their online brand promotion on building real value offline, they will have more natural traction online.
In today’ s digital age, the rise of social media influencers has reshaped how brands are built and projected. While it may seem that flashy content and viral moments drive their success, a closer look at some of the most enduring and impactful influencers reveals a deeper truth, substance underpins their brand longevity.
Jimmy Donaldson, known online as Mr. Beast, has revolutionized content creation on YouTube. His videos often feature extravagant giveaways, large-scale challenges, and philanthropy. At first glance, it may seem like Mr. Beast’ s brand thrives purely on spectacle. However, his success is rooted in value, consistency, and a relentless pursuit of quality.
From the beginning, Mr. Beast was not just chasing views. He was experimenting, studying algorithms, and refining his content to ensure that every video captivated audiences in ways that few others could replicate. He reinvested most of his earnings back into his videos, scaling up production quality and pushing creative boundaries.
His brand has grown not because of fleeting viral trends but because each video leaves a lasting impression. His ability to combine entertainment with real-world impact, such as planting 20 million trees through his Team Trees initiative or providing meals for millions, gives his brand substance far beyond entertainment. People associate him not just with viral content but with generosity, creativity, and authenticity. This alignment with excellence has cemented his place as one of the most influential YouTubers of all time.
Kylie Jenner’ s transformation from reality TV star to billionaire entrepreneur wasn’ t solely driven by her social media following. While visibility played a role, it was the quality of her products, starting with Kylie Lip Kits, that solidified her brand’ s success.
When Kylie launched her lip kits in 2015, they sold out in minutes. This was not just because of her fame but because the product itself delivered on its promise. The formula, packaging, and brand messaging resonated with her audience, and word-of-mouth marketing fueled further growth. Kylie leveraged her platform, but without a product that met or exceeded expectations, her cosmetics line would have fizzled out. Instead, Kylie Cosmetics grew into a global brand valued at over $ 1 billion.
The lesson from Kylie’ s success is clear. Hype alone can drive initial sales, but only substance can sustain a brand in the long term. Her products became synonymous with quality, affordability, and accessibility. This consistency in delivery transformed Kylie from an influencer into a serious businesswoman, commanding respect in the beauty industry.
Huda Kattan, founder of Huda Beauty, exemplifies the importance of substance in building a lasting brand. Unlike many influencers who jump from trend to trend, Huda built her brand by focusing on her expertise in makeup artistry. Huda started as a beauty blogger and makeup artist, sharing tutorials and tips online. Her followers trusted her because she demonstrated skill, not just glamour.
Don’ t confuse the microphone for the message. Don’ t confuse the platform for the purpose. And definitely don’ t confuse amplification for authentic achievement. Build your value first then let social media do what it does best which is to shine a spotlight on what’ s already real.
When along with her sister Mona, they launched Huda Beauty’ s first product- false eyelashes in 2013, it was not just about capitalizing on her social media fame. She spent years perfecting the product and ensuring it met professional standards. That attention to detail and dedication to quality paid off. Huda Beauty is now one of the most successful makeup brands globally, generating hundreds of millions in revenue.
Huda and Mona’ s authenticity resonates
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