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How K-Pop Superstars BTS Changed the Digital Marketing Game

Digital Advertising

Since the 1990s, Korean pop culture has grown rapidly, becoming a significant cultural influence worldwide.

We are currently witnessing the peak of this phenomenon, which is now in its fourth generation and has conquered every corner of the globe. All this would not have been possible without the world's most popular boy band, BTS.

But who exactly is BTS, and how can their story help you grow your business? Our Florida internet marketing company will explain all this and more.

Who is BTS?

If you aren't already familiar with BTS, here’s everything you need to know. Since their debut in 2013, the seven-member South Korean boy band, consisting of Jin, Suga, J-Hope, RM, Jimin, V, and Jungkook, has risen to the top of the music world.

Embed from Getty Images

The band is named after the Korean phrase for "bulletproof boys," Bangtan Sonyeondan. However, the acronym represents "Beyond the Scene" in the English-speaking community.

They started as a hip-hop group but have since expanded into other genres. Their songs often deal with heavy topics like mental illness, the struggles of young adults, growing up, death, finding one's own identity, and independence.

According to the BBC, not only are they the first K-pop band to have an album debut at number one in the United States, but they are also among the most well-known musicians in the world.

The group has been honored by the American Music Awards, the MTV Video Music Awards, Billboard, and the Melon Music Awards of South Korea.

The Rise of BTS as a Global Phenomenon

It's natural for someone unfamiliar with K-pop to wonder what sets it apart from other types of music. In BTS's case, their meteoric rise to fame is mainly due to their company's innovative and fruitful use of digital marketing strategies.

Their YouTube videos and social media posts have received billions of likes and mentions, propelling them to the forefront of the music industry. This just goes to show that their digital marketing strategies are indeed highly effective.

The question is, how exactly did they manage to pull that off?

Here's what our Florida internet marketing company recommends you do to achieve the same level of digital marketing success as BTS:

A Strong Online Presence is a Must

Digital marketing has proven to be effective for Korean businesses. The Korean industry is notable for its dominance in the digital sphere, as idols are constantly monitored to ensure they interact with fans.

BTS has a unique way of engaging with their fans. If you are a member of the army (the official name of the band's fan club), you may have noticed that they did not have their Instagram accounts until this year.

Their Twitter account, which has over 47.9 million followers as of this writing, is also proof of their strong online presence.

Their shared social media presence is meant to keep their fans engaged and entertained indefinitely. With such a large fan base, the band keeps its fans up to date by posting pictures and videos.

Pro Tip: To implement this strategy, business owners should choose at least one social media platform to promote their company or brand. This way, you can ensure that traffic is streamlined in one location, resulting in a broader reach and higher engagement rates.

Participate in Brand Alliances, Co-Promotion, and Influencer Marketing

As a world-famous boy band, BTS was sought after by companies and brands for endorsement deals. However, some brands are still reluctant to work with influencers because of influencer marketing myths.

However, BTS has demonstrated that genuine brand loyalty can result in fruitful collaborations and partnerships.

For instance, Vicki Chancellor, the chair of McDonald's U.S. franchisee marketing committee, explained to Rolling Stone why they decided to incorporate a musical artist with their brand.

According to her, the artists they were looking for were true fans of their food. They were ideal brand ambassadors because they not only have a large fan base, but fast food crew members also adore them.

The customers' unique posts on social media show that the collaboration was a success. The army is a big part of how well McDonald's and BTS work together. Their partnership with McDonald's set a new record for the most engagement on their social media channels and became a worldwide trend on Twitter.

Pro Tip: With social media's undeniable power, brands and businesses should consider collaborating and partnering seriously. Of course, having a super famous influencer or artist is not required. The first thing you should look for in an influencer is whether or not they are fans of your product so they can promote it authentically.

Building a Loyal Community Matters

As a whole, the K-pop scene is known for its diverse fanbase, and BTS, in particular, has many fans. Their fanbase, commonly referred to as the "army," is widely recognized as the largest and most influential in the world.

BTS army during a concert
Photo from Time

A global following of millions is indicative of widespread approval of their efforts. With most of BTS's songs featuring positive and uplifting messages such as love, self-belief, and the power of hope, they have won their supporters' hearts.

That is what having a message in your product/brand can do for your business: it can create a supportive community.

However, communicating their message through their product and business is challenging for brands and companies. Take a look at what Canva has created to assist you in creating a community for your business:

  • Find your niche that will help you to stand out and be unique.
  • Be relevant and authentic to add value. Before you post anything, ask yourself, "What is this offering to the community?
  • Be consistent with your community and make them feel excited.
  • Instead of controlling, facilitate. Don't threaten the community members; they should feel free to express themselves.

The BTS Way of Digital Marketing Success

K-pop has become a worldwide phenomenon, and marketing strategies play a significant role in this. Social media was particularly essential for their meteoric rise.

However, developing this type of marketing strategy can be challenging at times. So, let Digital Resource assist you with this.

Our Florida internet marketing company has proven to assist businesses and companies in developing marketing strategies, creating engaging and converting posts, and growing digital brands.

Contact us today for a free consultation to further discuss how we can assist you with your digital marketing needs.

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