BTS’s Digital Ascendancy: Strategies in Amplifying Public Presence Beyond the Music
Introduction:
BTS, known as the Bangtan Boys, is South Korea’s most internationally influential boy band. They have made history with their achievements, breaking 25 Guinness World Records, being nominated for two Grammy Awards, and unprecedented success on the Billboard 200 chart. Beyond music, they’ve pioneered digital presence, securing five consecutive Top Social Artist wins at the BBMAs.
In this blog, we will explore BTS’s communication strategies and their profound connection with fans across diverse platforms.
Social Platforms with a Clear Division of Function:
K-pop’s global appeal hinges on fandom engagement, and BTS strategically employs popular social media in Korea and globally to build a vast and loyal fan base.
- Twitter: Real-time Connection and Hashtag Mastery:
BTS were some of the first Korean artists to actively engage with international fans through Twitter, sharing behind-the-scenes glimpses and utilising hashtags make tweets more searchable, increasing exposure and symbolic power.
- YouTube: Multifaceted Storytelling and Fan Insight:
BTS’s YouTube channel (BANGTANTV) is a storytelling powerhouse. The channel provides a multifaceted view of the group, from music videos to travel documentaries, behind-the-scenes footage and the popular weekly “Run BTS” series, ensuring a constant stream of engaging content for fans while waiting for new songs to be released.
- TikTok: Short-Form Creativity and Trend Integration:
The group actively participates in TikTok trends, recording dance challenges, showcasing their playful side, and adapting to the platform’s short-form content culture, attracting a younger audience, and ensuring cultural relevance.
- Instagram: Visual Aesthetics and Personal Moments:
On Instagram, BTS curates a visually appealing feed, balancing stylised visuals with personal moments, appealing to a broad audience beyond music enthusiasts.
Building an Exclusive Fan Ecosystem:
- Weverse: BTS’s dedicated platform Weverse fosters an exclusive fan ecosystem, allowing fans to communicate directly with the members of BTS by post various posts, and engage in multiple languages, fostering a sense of community and reducing distance.
- V Live: A Korean app allowing live interaction. They usually conducted lives in waiting rooms, cars, and homes. By showing their off-stage personalities in a comfortable environment, BTS offering a more personal connection outside of formal performances.
Global Fan Engagement:
· BTS’s strength lies in multilingual communication, particularly their proficiency in English. This inclusivity, coupled with frequent collaborations with popular international artists, broadens their global appeal, surpassing other K-pop groups in international popularity.
While BTS has mastered major platforms, exploring emerging ones could offer new dimensions to their digital presence. Platforms like podcasting or virtual reality spaces could unlock novel avenues for more immersive fan experiences and intimate conversations. Proactively adapting to emerging trends and technologies will be crucial to sustaining their digital impact and deepening fan engagement further.
Conclusion:
BTS’s rise to digital ascendancy is a testament to their multifaceted approach, leveraging various platforms to connect, engage, and captivate a global audience. While their strategies have been largely successful, it is crucial to continuously explore and adapt to the ever-changing digital landscape to enhance a long-term sustainable digital presence.
