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RESEARCH, ANALYSIS & TRENDS

Twitter is a critical tool for K-pop artists

Twitter, together with K-pop Radar, analyzed K-
pop stars' use of Twitter for the first time and
found it to be a critical tool for artists as they
built global audiences, as the fourth generation
of K-pop stars actively communicates with
global fans on Twitter.
This analysis, "K-pop Generations Analysis by Twitter
Usage", looked at 69 total K-pop artists with more than
300,000 Twitter followers as of May 1, 2021, and ana-
lyzed the artists by generation.

K-pop Artist Generation Analysis

industry, as well as the media. First- and second-
generation K-pop stars communicated with their fans
through closed communities, such as fan cafes. From
the third generation onward, artists shared content with
their fans through global media platforms such as Twit-
ter and started to communicate with wider fan bases
through live streaming and text messaging channels.
Recently, beyond releasing content, K-pop stars are
diversifying ways to communicate with their fans by
actively utilizing new features such as Fleets and Spac-
es on Twitter.
K-pop stars' method of communicating with their fans
has changed in line with the development of the K-pop

June 2021: Social Media & Influencer Marketing 9