What can B2B and B2C marketing leaders learn from hugely successful K-pop band BTS?

Republished from - The Roving Marketer

Before I jump into the topic in question, let me bring you up to speed and share an overview of BTS - Bangtan Boys.

To be honest with you, I have been out of touch with the current music scene for a while. Usually, I prefer to stick to my playlist that consists of the 80s-90s hits from across genres (self-confessed ignoramus).

I accidentally came across BTS’ music when I was researching new phones from the ‘Samsung Galaxy' series. That’s when I realised that BTS collaborates with a plethora of leading brands such as Baskin Robbins, Formula E, Hyundai, Fila, Mattel to name a few

(BTS - RM, Jin, Suga, J-Hope, Jimin, V and Jung Kook - not in that order)

As it piqued my curiosity, I wanted to know more about them. I went on to unearth more and more information on this hugely successful seven-member K-pop boy band that has taken the world by storm since 2013.

And when I say successful, I mean SUCCESSFUL.

Their top three videos on Youtube have clocked 1 Billion, 884 Million and 746 Million views (Mic Drop). Many news reports have likened their success to the Beatles in the 50s. Last year, the bands' earnings accounted for an estimated $4.65 billion to South Koreas' GDP. Compare this to the size of Bollywood, which is approximately $3 Billion.

I can understand a good band that creates great music in their language being successful in their home country. I can even understand one or two peppy songs from bands becoming famous globally (case in point PSY – Gangnam Style, Rain, Generation Girls and Big Bang).

But what I couldn’t understand was how a band that dresses and styles differently, creates music in Korean (with some English peppered in at times) become a CONSISTENT chart-topper in English speaking countries like US, Canada, UK and others.

While regional businesses and brands struggle to connect with their local customers, here's a brand (and band) that's redefined going GLOBAL.

BTS’ Message

The Band does more than simply doling out funky K-pop music. They work on connecting with their audience through a simple message – Love Yourself and Be good. Through their music, they talk about the struggles young people face today that leads to depression and anxiety without anyone to turn to (insight). When young people find more fans with similar problems, they don’t feel lonely anymore and find a reason to bond. They share their emotions (online or offline) through the songs lyrics and messages.

BTS A.R.M.Y

Probably the biggest reason for the bands’ phenomenal success is BTS’ huge fan base that calls themselves BTS A.R.M.Y - "A.R.M.Y" stands for "Adorable Representative M.C. for Youth". To be an official lifetime A.R.M.Y fan club member, one has to purchase a membership for approximately $50. Once purchased, a fan gets a physical membership card, kit, opportunity to buy exclusive merchandise, exclusive content and more.

As a part of the BTS ARMY, one of your core self- assumed responsibilities is to stream the band's songs and videos as many times as possible so their idols stay at the top of the music charts.

Ahead of an album or single launch, the South Korean arm K-ARMY divides to conquer, releasing lists of songs that must be streamed endlessly. Dedicated young ARMY members even source phones from their friends and family members, and log into multiple accounts to optimize their streaming abilities.

BTS has also managed to channel the ARMY to do good for the community and the fanbase has collected money in donations for various causes.

The ARMY also acts as the bands' caretakers or bodyguards in the digital space and helps the band overcome (drown out) any negative hashtags/comments directed towards them. This has also resulted in BTS smashing multiple twitter and social media records over the years.

Takeaways for Marketers while building brands

Be Real

One of the main reasons for the brands' success has been their ability to present a very REAL image to their fans. They talk not only about their success but the real problems they have faced throughout their journey. These problems range from emotions, depression, team dynamics and more. They are a respectful, caring and hardworking group of young people that refrain from being boisterous, egotistic or simply just being bad boys. This has helped them attract a set of like-minded fans who want to be associated with a band that feels real. And mind you, this fanbase is no longer limited to teens or young adults, but also adults across higher age groups.

Work on creating & nurturing a Fan Base, Not just acquiring customers

I don’t know if I can write anything further than the above point that encapsulates my thoughts better, but let me try using metaphors. Some brands have managed to create a fan base and some just acquire new customers – Royal Enfield vs Any other bike, Apple vs Any other tech brands. But even the top brands have not reached the peak of nurturing the power of their fans. That’s because creating a fan base doesn’t always need a new product or technology. What it needs is the continuous nurturing of a relationship. And one great way of nurturing that relationship is through CONTENT.

Imagine if your brand was NOT a product or a SERVICE but a Sportstar, Musician or Actor who loves their fans (without any inflated egos). What would you do differently to connect with your fans? This holds true for both B2C and B2B.

Do more than just sell or even educate …. CONNECT

There is a common thread that connects us across the world. It’s not who we are or what we do, but how we feel. BTS realises (through personal experience perhaps) the many emotional struggles their fans go through and how they feel. The struggles arising out of immense pressure of academics, bullying, social anxiety, inferiority complexes are very real issues facing young people. Through their content and music, BTS works on helping fans know that they are not alone and there are others like them.

Your Message > Your Product or Service

Cannot stress this more. There are companies obsessed with bringing in new innovative products and technologies. Other age-old products in the consumer goods space are also working towards innovating their products. But somehow that is just not enough. Your fans want more than that, they want to know what do you stand for? What’s your purpose? BTS’ message is a very human, caring and respectful one. What is your brand message? Does it connect with an emotion that your customer feels daily or a majority of the times?

Closing Comments - Food for thought

The COVID 19 pandemic is a time when everyone is feeling vulnerable in some way or the other. Most brands are simply playing on peoples’ fears & insecurities by launching hand sanitisers, sprays, medical policies etc. This is a great opportunity for marketers to do something bigger and better. It’s a time to seed an emotional message showing how you care for the emotions of your customers now and in the future through content and engagement.

Signing off with one of BTS' all-time hits