The Rock, the “most electrifying man in sports entertainment”
Dwayne Johnson is arguably the most successful actor on Earth. His contributions to the arts, as well as his social media presence, have contributed to his success. With 297 million followers, his Instagram account is the fifth most popular, and the biggest for an actor.
1.He aims for authenticity
Johnson noted in one of his interviews that his purpose with social media is to reflect a little of himself and give a window into his personal life by providing family photos that many celebrities would not publicly disclose, such as pictures of him and his children. He also establishes his authenticity by posting about life-changing events, the most obvious of which are photos from his lavish beach wedding in Hawaii. He also accomplishes this by revealing his personal ideas, whether they are random or political, like he did during the 2020 presidential elections (and resulted into a short-term loss of followers).
2. He aims to be entertaining
Johnson’s social media accounts are definitely one of the most entertaining on the platforms he uses. He was able to accomplish this by posting on social media on a regular basis about different topics. He’s also known for broadcasting his weekly cheat meal on social media every Sunday, a strategy that relies on posting consistency. In an interview, he also stated that he sees social media as a way to actively engage with his supporters and receive immediate feedback. He gets the feedback he seeks in two ways. The first is through organizing live q&a sessions on Facebook. The second is through an analytics team he hires to track the comments and engagement he receives.
3- The aim for motivation and encouragement
A personality trait of him you cannot miss is the positive energy he tries to spread! As a bodybuilder, his primary means of expressing himself and motivating others is through rigorous gym images that highlight his transformation and motivate others to achieve their fitness goals. He also demonstrated it on a more personal level, as he doesn’t use social media to idealize himself but rather to give a true representation of himself, and he often opens up about personal struggles he has encountered in a light and humorous manner, as well as the lessons he has learned to help others.
Why social media in the first place?
There are also many implications behind the Rock aiming to maintain a strong social media presence across. Just like any other public figure it is absolutely fundamental to maintain a strong social media presence to attract the spotlights. For the Rock, however, it’s much more. He uses his social media networks as an advertising channel for his businesses, just like any other business owner who is focused on digital marketing. This strategy has proven to be successful, whether it was with Project Rock, which became a sub-brand of Under-Armour or Teremana, his tequila business that launched in 2021 and is currently the world’s fastest growing alcohol manufacturer.
He also charges approximately 1.5 million dollars per Instagram post for paid advertising on his pages, according to a BBC report.
He also received the 2021 Webby Special Achievement Award as a result of the connection he builds with his fanbase on social media.
