Launching YouTube channel Klossy, the 22-year-old promised an all-access pass into her undeniably fabulous life. Speaking directly to the camera, Kloss says, "I've spent my life in front of the camera, but not my camera, and that's where this is different - these are the things you don't get to see, like crazy things that happen on set." The trailer features behind-the-scenes footage of Kloss's glossy day-to-day existence, from roadtripping with Taylor Swift to backstage at a Victoria's Secret show.
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Kloss's 'journey' started when she was discovered in 2005 and since then she's walked numerous runways, featured on countless magazine covers, secured a contract with L'Oréal Paris, launched her eponymous cookie line (Karlie's Kookies), been accepted into NYU and amassed 2.8 million Instagram followers. Why add YouTube to an already jam-packed repertoire?
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In a word: audience. YouTube offers access to over 1 billion viewers versus 300 million on Instagram. Plus it provides a platform to build your personal 'brand' like no other social media outlet. Successful YouTubers like Brit girl Zoella (real name Zoe Sugg) whose day-in-the-life videos have been viewed over 270 million times, has built her 'brand' through YouTube. Zoella now has a makeup line and recently released her first novel.
There's also the issue of advertising. YouTube advertising is built into the site - YouTubers post, people view, money is banked. Monetarizing Instagram involves admin - getting brands to sponsor posts or using third party apps. With all Kloss's accomplishments so far, and the bonus of being born camera-ready, extending brand Kloss to YouTube seems like the no-brainer next step in the Kloss story.