That access helps shape the way these fans interact with the idol as a form of friendship and how they engage with other fans. Before the rise of social media accounts and company-run platforms, most fans for Korean artists basically were locked into direct engagement through fancafes — a kind of digital fan club that often required fans to prove their knowledge of a particular artist before gaining access to artists.
Initially hosted on platforms like social networking site DAUM , these fancafes allowed fans to connect with idols directly, and they could become even more intimate when connected with the official paid fan club memberships. While the DAUM fancafes for many idols are still up and running, there has been a shift away from them over the past two years, especially for English-language fandoms.
In their place, several companies have created new social apps for their artists, entirely bypassing third-party platforms like Twitter or Facebook. With the different versions of Bubble, fans can contact their favorite idols through partially private messaging, paid for on a subscription basis.
The app is designed to look like a one-on-one chat window, but the reality is more like a massive group chat, with the idol dropping in messages for thousands of fans at once and seeing replies as they come in. Areum Jeong, assistant professor of humanities at Sichuan University-Pittsburgh Institute, says the apps offer fans a real chance to strengthen their relationship with their current favorite idols.
And at times, it can feel like you are receiving a personal, private message from the idol because the interface gives an illusion of a chat, and some idols will send messages that cater to intimate feelings. That faux-intimacy can be a powerful force for fans who use these platforms regularly. They are passionate about their interests and like building communities with people who share similar passions. Successful Rock stars and bands are known to have a mesmeric effect on their fans, but BTS has more than that.
Treating the TG as soulmates versus mere consumers. This is perhaps the biggest lesson that brands can learn from the band. Brands need to see their target audience as partners and even better as soul mates and not as mere consumers.
Brands need to make their audience believe that they are insiders and a part of their story and journey. Social media enables brands to connect with their audience intimately and they should take full advantage of it to turn their audience into collaborators and co-creators and make them part of their existence. Getting the right blend of soul, style and inclusion. Brands would do well to emulate the heady mix of soul and style that BTS stands for.
Their style can be best described as soft, fluid and yet bold blending seamlessly with the lyrics of their music that brings to the surface both human vulnerabilities as well as triumphs. Brands who wish to be seen as edgy and aspirational and yet inclusive and tender can certainly take some tips from BTS. Coming of age in uncertain times, they believe in being grounded and are grateful for all that they have.
BTS taps into all these and more. Values like humility, gratitude and appreciation are not easily accessible today and one of the reasons why the band is intensely loved by their audience is because they exemplify these precious old-fashioned values. Brands must constantly communicate to their audience and express their love and gratitude for them. It brings out their humane side and makes them truly endearing to the audience.
The Bangtan Boys have become a source of inspiration for their loyal fans and the music industry all around the world. It makes perfect sense for brands to be inspired by their playbook to woo the elusive Gen Z consumers. Marketing can change the world. Register The Drum Plus. Digital Transformation A-Z Topics Ad of the Day. Ad spend. Ad tech. Agency culture. It reminds the person setting the goals to create ones that can be tracked and actually achieved. Small businesses are businesses with less than 50 employees.
Midsize or medium-sized businesses typically have less than They also are sometimes referred to as small and midsize enterprises SMEs. Resource: Is your brand a small business? Here are some tips to help you with your social media strategy.
The practice of increasing brand awareness and consideration on social media, with the objective of building relationships and generating leads. Social media optimization ensures the use of the appropriate platforms for brand marketing. An SRP is a centralized platform that uses enterprise-grade technology to allow companies to publish on multiple social media sites, as well as monitor, moderate, and analyze. User-generated content refers to any content, including posts, images, or videos, created by users of a platform rather than a brand.
Word-of-mouth marketing refers to the viral passing of brand conversation online through the active encouragement of a company. An API is a set of tools, definitions, and protocols that allows software developers to backend one system with another.
For instance, Google Maps has APIs available for web browser and app integration so that different companies can integrate map technology.
A content management system is a platform that hosts the creation and management of digital content. Popular content management systems include WordPress, Joomla, and Drupal. Also known as pay per click PPC , this abbreviation refers to the price an advertiser pays for each click earned on a campaign.
The conversion rate measures the percentage of people who have taken an action on your campaign such as views, registrations, downloads, purchases. Conversions are a key metric when it comes to calculating ROI. A click-through rate represents the percentage of people who click on a link after being presented with the option.
Customer experience refers to the relationship a customer has with a company through various interactions and touchpoints. Mapping out the customer journey is a good way to ensure a customer will have a good experience with your company. In simple terms, an ESP is a third-party company that offers email services, such as newsletter deployment or marketing campaigns. A way of transferring files or copying files between computers.
This is one of the easiest ways of transferring files — and also the oldest, since it was taking place in the pre-internet era. Google Analytics is an analytics platform for websites. It allows marketers to track website visitors, referrals, bounce rates, and more. The software that runs a computer, tablet or smartphone. For example, when you get a notification on your iPhone to update to Page views is a tally of how many visitors have landed on a given web page.
Overall page views stats often tracked alongside unique page views. That means content from one website is made available for another website. Podcasts, blogs, and publishers rely on RSS feeds to share their content with a wide audience. Resource: Check out the Hootsuite Syndicator. Software as a service refers to cloud-based applications that are available to customers over the Internet.
Share of voice measures the amount of exposure a company owns compared to its competitors. Social share of voice, on the other hand, measures brand exposure based on social conversation about a company. Unique views is the number of individual viewers of a page, video, or image. For example, if a single user reads a story on a website 10 times, it will register as 10 page views and one unique view.
In digital design, user experience examines how effectively people interface with systems such as websites or applications. A private network that gives the user anonymity when using the internet by offering an encrypted connection, as opposed to being on a public network. A VPN might be used to protect the user from hackers or spyware. Being able to connect with Gen Zers on social media matters. So, how do you market to them? Here are the social media abbreviations Gen Z is using right now.
This social media acronym recognizes the very best in their field. Not everyone gets to be a GOAT. A post shared by Uber Eats ubereats.
Putting stories in the Wendy's app. Often used in groups and message boards. A post shared by Thirty AF iamthirtyaf. Used in groups and forums where exchanges are made.
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