K-Pop’s popularity on Twitter is just one of the ways its influence manifests online. So what lessons can we take from the rise of this phenomenon and how can you apply them to your own social media marketing strategy?
To understand K-Pop’s influence on Twitter, we must first dissect its rise to popularity and how social media contributed to this phenomenon.
K-Pop’s Rise to Fame
Various South Korean artists have made it to the Billboard Hot Chart 100 in the last ten years, beginning with the Wonder Girls’ 2009 single “Nobody”. Psy’s viral dance craze “Gangnam Style” followed suit in 2012, and went on to become the first video in YouTube history to reach the 1 billion views mark (a great feat for South Korea!).
About a year later, the all-female group Girls Generation won the Video of the Year Award at the first YouTube Music Video Awards.
More recently, boy bands like BTS have taken over the scene, reaching the Western entertainment industry, making appearances on Ellen, Jimmy Kimmel Live, and The Late Late Show with James Corden.
Part of BTS’ impressive track record is achieving 65 million views after 24 hours and 150 million views in the first week on YouTube, and reaching 30 million global streams in the first week of the title track on Spotify.
Social Media’s Role
In 2017, all-male group BTS won the top social artist at the Billboard Music Awards, and this was possible because of social media and a strong fanbase behind BTS dubbed the “BTS Army”.
The rules of voting for the top social artist at the BBMAs are simple. According to Billboard, you can either vote on Billboard’s website or tweet the official hashtags of the nominees on Twitter. The BTS Army were all over Twitter to vote. BTS themselves also use social media to reach out to their fans.
BTS reaching the Western entertainment industry is not only considered a feat for the South Korean music industry, it’s a success story enabled with the help of social media.
What We Can Learn From K-Pop
According to a study conducted in 2012, the rise of K-Pop’s worldwide popularity can be attributed to B2B model marketing strategy; instead of selling content to customers, the industry sells it to social media platforms.
The proponents of the study, Ingyu, and Gilung claim that because these artists’ content is available on social media, it becomes easier to distribute around the world.
And one of the speediest ways to skim through trends online is to go on Twitter. With over 320 million daily active users, Twitter is a haven for worldwide trends. All you have to do is use the right hashtags to join the conversation.
So what can we take away from all this? Social media is powerful for gaining and keeping fans, and when your fans have your back, your brand becomes secure online. One of the best ways to reach your fans online is through Twitter, provided your target audience uses Twitter.
Hootsuite says 5,787 tweets per second are sent every day. At that pace, how can you make your brand stand out from the crowd?
Your strategy’s success relies on your brand’s goals. If your goal is to gain fans, you might want to ease up on plans to employ the user-generated content strategy, which asks existing fans to submit content you can use in the future.
In BTS’ and Girls Generation’s case, both groups already had an existing fanbase that helped them rise to fame in America. How can you do the same for your target audience? And if you’re still building brand awareness, how can you generate fans?
So think about your brand for a second, and see how social media can influence your brand’s online presence. How can Twitter or any other social media platform help you gain fans and maintain them? Let a social media agency in Davao City help you get started on your strategy. Talk to us today!