Did BTS use social media?

medium.com - BTS: Successful social media strategy of the legendary K-POP group

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BTS: Successful social media strategy of the legendary K-POP group

BTS on New Year’s Rockin’ Eve. [by BTS’ official twitter account @bts_bighit]

First to perform on major music awards including the BBMAs and the GRAMMYs, to deliver a speech in the United Nations, topping charts in over ninety countries, BTS has undoubtedly made remarkable achievements that no other K-pop group has ever accomplished.

BTS on the red carpet of the GRAMMYs.

Aside from their talents in singing, dancing, and composing, the proper use of social media has also contributed to BTS’ success. They have won the Top Social Artist award of the BBMAs three years in a roll, beating other popular artists like Ariana Grande. Let’s take a look at two important features of their social media strategy:

1. Interactivity

BTS often uses social media to interact with their fans, ARMYs. Aside from the official twitter account, they have another twitter account accessible to the group members, where they share their daily life by posting selfies, videos, and even birthday blessing to another member. As ARMYs browse through these posts, like browsing through a friend’s feed, they feel closer to the members. BTS Suga sharing the video of themselves during the new year countdown via twitter account. BTS also updates their life with ARMYs through Weverse, a fan-exclusive website, where members also read and reply to posts by fans. Moreover, they do live stream broadcasts from time to time through Vlive, a Korean video website/app. Live streaming is highly interactive since it allows members to see and react to the comments from fans in real time. By staying highly interactive with fans on social media, BTS shortens their distance with ARMYs, creating a strong emotional bond.

2. Variety

In addition to life updates, content of a greater variety can be found on BTS’ social media pages. Their YouTube channel, BANGTANGTV, post a series of videos titled ‘BANGTAN BOMB.’ These videos record what happen behind the scenes, from their hard-work in practicing and preparing for the performances to heart-warming surprise parties on members’ birthday.

BANGTAN BOMB: BTS Jin and V practicing for their unit stage.

They have also started their own online variety shows, Run BTS and Bon Voyage. Run BTS usually includes games and experience in various themes. For example, in one episode, they were asked to learn how to make coffee from a barista. Bon Voyage, on the other hand, records their trip overseas. These videos show different sides of BTS off-stage, such as some members’ cooking skills, their carelessness during travel, and their interaction. They present BTS’ charm from various perspectives, and reveal some imperfections that surprisingly attract even more fans as they make the world-known artists less distant.

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