Blackpink is the (Marketing) Revolution: 8 Marketing Lessons to Learn from K-Pop Superstars Blackpink
I am an unapologetic Blink.
I love K-pop, and when Jisoo, Jennie, Rosé, and Lisa first introduced themselves as Blackpink in 2016, I knew it was a wrap. There was something about them that was different.
I hold the slightly controversial opinion that they would’ve succeeded to the level they’re currently at even without K-pop boy band megastars BTS winning alongside them. Either way, I love to see it.
In the world of K-pop, few groups have achieved the level of global stardom and success as Blackpink. This South Korean girl group has not only dominated the music charts but has also become a powerful force in the world of marketing. Blackpink’s journey from being relatively unknown trainees to global icons offers valuable marketing lessons for businesses and brands worldwide.
Let’s explore some key marketing strategies employed by Blackpink that can be applied to various industries.
Obligatory Glossary
· K-pop - Short for Korean Pop, a music genre and cultural phenomenon originating from South Korea characterized by catchy melodies, impressive choreography, and visually striking performances, often featuring idol groups.
· BTS - Also known as the Bangtan Boys, a South Korean boy band that has achieved global fame for their music, energetic performances, and profound impact on both the K-pop industry and international music scene.
· Blackpink - A renowned South Korean girl group celebrated for their powerful music, stunning visuals, and global influence in the realms of K-pop and fashion.
· Blink - Blinks are devoted fans of the South Korean girl group Blackpink. The word Blink is a combination of the words “bl/ack” and “p/ink”, meaning the fans start with Blackpink and end with Blackpink.
8 Marketing Lessons
1. Building a Strong Visual Identity
One of the first lessons we can learn from Blackpink is the importance of building a strong visual identity. From the beginning, Blackpink’s agency, YG Entertainment, invested in crafting unique and eye-catching visuals for each member. Each member’s distinct style and personality were carefully curated, and this individuality was reinforced through their fashion, makeup, and hairstyles.
Even their name is carefully constructed to conjure an image the first time you hear it.
2 colors: Black. Pink.
According to a label representative, the group’s name meant “pretty isn’t everything” and symbolized that “they are a team that encompasses not only beauty, but also great talent” (YG 2016).
For businesses, this lesson translates into the importance of a consistent and visually appealing brand identity. Your logo, website design, and marketing materials should all reflect a cohesive and memorable visual identity. Customers are more likely to remember and trust a brand that presents itself consistently across all platforms.
2. Creating Buzz with Teasers
Blackpink has mastered the art of creating buzz and anticipation before a new release. They do this by strategically releasing teaser images, videos, and concept photos leading up to their comebacks. These teasers generate excitement among fans and the media, creating a sense of urgency and curiosity.
For businesses, creating anticipation and buzz around a product or event is crucial. Teaser campaigns can be used to build excitement and intrigue, leading to increased engagement and ultimately more successful launches. Whether it’s a new product, a service, or an event, teasing it in advance can generate the kind of attention that Blackpink consistently garners.
3. Leveraging Social Media
Blackpink is a social media powerhouse. Currently sitting at 91.5 million Youtube subscribers they are the most subscribed to Korean act of all time. Lisa, the group’s most popular member, currently has 98 million followers on Instagram, again leading the way. Each member maintains a strong presence on platforms like Instagram, where they regularly share updates, behind-the-scenes content, and personal moments with their fans. This not only allows them to connect with their audience on a personal level but also keeps their fans engaged and excited.
Businesses can learn from Blackpink by embracing social media as a means to connect with their customers. Regularly posting relevant content, responding to comments and messages, and providing glimpses behind the scenes can help foster a loyal and engaged customer base. Social media is a powerful tool for building relationships and humanizing your brand.
4. Collaborations and Partnerships
One of Blackpink’s standout marketing strategies is their collaborations and partnerships. They have worked with luxury fashion brands like Chanel, Bulgari, and YSL along with Adidas, Oreo, PUBG…the list goes on. Expanding their reach beyond music and into the world of fashion and beyond, these collaborations not only elevate their brand but also create a buzz among fans and fashion enthusiasts.
For businesses, collaborating with other brands or influencers can be a smart marketing move. Partnering with well-known individuals or complementary businesses can help you tap into new audiences and create exciting marketing campaigns. The key is to choose collaborations that align with your brand’s values and image.
5. Global Appeal and Multilingual Marketing
Blackpink’s appeal isn’t limited to South Korea. Having 3 of their members grow up outside of Korea (Thailand, Australia, New Zealand), they’ve successfully captivated audiences around the world. One of the reasons for this is their commitment to multilingual marketing. Members of Blackpink are fluent in multiple languages, including English, and they often communicate with their international fans in their respective languages.
For businesses aiming to go global, it’s essential to recognize the importance of language and cultural sensitivity. Multilingual marketing can help you reach a wider audience and build meaningful connections with customers from diverse backgrounds. It’s not just about translating content but also understanding cultural nuances and preferences.
6. Interactive Fan Engagement
Blackpink understands the significance of their fan base, known as Blinks, and actively engages with them. They organize fan meetings, fan sign events, and even live Q&A sessions on social media. This level of fan engagement fosters a sense of community and loyalty among their supporters.
Businesses can take a page from Blackpink’s book by prioritizing customer engagement. Interacting with your customers, whether through events, surveys, or social media conversations, can help you build a loyal customer base and gain valuable insights into their preferences and needs.
7. Consistent Release Schedules
Blackpink has a consistent release schedule for their music and content. Fans know when to expect new music, variety show appearances, and merchandise drops. This regularity keeps their audience engaged and eagerly anticipating their next move.
For businesses, consistency in marketing efforts is crucial. Whether it’s publishing blog posts, sending newsletters, or launching new products, sticking to a schedule can help you build anticipation and trust with your customers. A well-executed content calendar can keep your audience engaged and coming back for more.
8. Quality Over Quantity
Blackpink doesn’t release music or content haphazardly. They prioritize quality over quantity. Each release is carefully crafted, and they take the time to ensure that it meets the high standards they’ve set for themselves.
Businesses should adopt a similar approach by focusing on delivering quality products and services. While it’s important to stay active and relevant, rushing to release subpar products or content can damage your brand’s reputation. Taking the time to create something exceptional will pay off in the long run.
Conclusion
Blackpink’s journey from humble trainees to global icons is a testament to their talent and the savvy marketing strategies employed by their agency. While the K-pop industry may seem worlds apart from traditional business, the marketing lessons learned from Blackpink are universally applicable.
Building a strong visual identity, creating buzz with teasers, leveraging social media, collaborating strategically, appealing to a global audience, engaging with fans, maintaining consistent schedules, and prioritizing quality are all valuable lessons that can help businesses thrive in an increasingly competitive market.
By taking inspiration from Blackpink’s marketing playbook, brands can not only reach new heights but also build lasting relationships with their customers, just as Jisoo, Jennie, Rosé, and Lisa have with their devoted fan base.
