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RESEARCH, ANALYSIS & TRENDS

First Tweets generations as well. Most second- and third-generation
artists did not post Tweets before their debut, and slow-
Comparing first Tweets to stars' official debut dates, ly increased their number of Tweets after their debut.
Twitter and K-pop Radar found on average: However, a notable exception is BTS: BTS opened its
Twitter account in December 2012, six months ahead
• Second generation stars Tweeted for the first time of debut, and actively communicated with fans globally.
1,154 days (more than three years) after their de- Currently, BTS has 36 million Followers on Twitter.
but.

• Third generation artists Tweeted for the first time Fourth generation artists, such as ATEEZ, THE BOYZ,
132 days (more than four months) after their debut. ENHYPEN, Stray Kids, TOMORROW X TOGETHER,
and TREASURE, communicated with their fans after
• Fourth generation artists Tweeted for the first time opening their Twitter accounts, months ahead of their
116 days (more than four months) BEFORE their respective debuts. On average, fourth generation art-
debut. ists Tweeted an overwhelming amount before their de-
buts compared to second and third generations, with
Analyzing the number of Tweets for a year following each artist uploading an average of 323 Tweets, and
artists' debuts reveals other differences between the
accumulating 562,377 Followers even before debuting.

Comparison of The Third and Fourth Generation K-pop Artists regarding Overseas Advancement
Global Content ysis. "When BTS, a 3rd generation K-pop group, had
intimate real-time conversations with its global ARMY, it
In addition to communicating with fans globally via Twit- set an example for the 4th generation to make this a
ter earlier than other generations, fourth generation feature of their engagement with fans. Fourth genera-
artists also released content for their fans globally fast- tion artists like THE BOYZ, Stray Kids, ATEEZ, TO-
er than previous generations, on average: The fourth- MORROW X TOGETHER, GIDLE, ITZY, TREASURE,
generation artists released their first overseas albums 9 ENHYPEN, and aespa, who have been using Twitter
months earlier and held their first overseas concerts 13 as an active communication channel even before their
months earlier than third generation artists. debut, are advancing to the global stages faster than
the previous generations, which demonstrates that digi-
"Direct communication with global fans through Twitter tal-based communication has a significant impact on
has now become a success formula for K-pop artists," growing their fandom." (Source: Twitter) ◊
said YeonJeong Kim, Head of Global K-pop and K-
Contents Partnerships at Twitter, who has led this anal- By MediaBUZZ

June 2021: Social Media & Influencer Marketing 11