BTS’s lead here is, again, staggering – even considering their massive fan base. As a brand who has had a BTS tweet go viral, we’re not shocked. Their online fandom don’t just consistently post about the band, but are always retweeting and sharing other fans’ content, causing each other’s reach and influence to grow.
This seems to be a characteristic of K-pop fans. Stray Kids, a K-pop band, might not have the numbers of BTS, but they’re significantly ahead of Harry Styles and the rest of the pack.
Whether we’ll see this tactic spread to non-South Korean acts, we’ll have to wait and see. But if there are any record execs who are obsessed with share of voice reading this, it’s a model you should be paying attention to.
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