2018 was a big year for KPop, and with a new global record of 5.3 billion Tweets last year, Twitter continues to show that it's a great place to find out what's happening with KPop and to talk about it with KPop fans around the world. The top 20 countries that tweeted the most about KPop in 2018 have been:
- North America: US, Canada
- Latin America: Argentina, Brazil, Chile, Mexico, Peru
- Europe: France, Turkey, UK
- Asia Pacific: India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand, Vietnam
Twitter also collaborated with 34 KPop bands and over 200 artistes to create KPop content available exclusively on the platform, such as with BTS (@BTS_twt), EXO (@weareoneEXO) and GOT7 (@GOT7Official).
Through a variety of engagements, such as live Q&A sessions via the #TwitterBlueroom, fun emojis created for album comebacks, and even special voting on the platform, Twitter has strengthened its position as one of the top conversation platforms for the global KPop community. In particular, #TwitterBlueroom broadcasts have been viewed over 10 million times in 2018.
These pieces of content also provided advertisers with an opportunity to reach out to the young and highly engaged KPop fans on a global scale. As such, Twitter extended its In-Stream Video Ads (IVA) capabilities to KPop content. In-Stream Videos Sponsorships (IVS) were also introduced, allowing brands to insert pre-roll ads into video highlights of KPop #TwitterBlueroom.
Some impressive examples include:
- #2018MAMA (Mnet Asian Music Awards) - 56 million Tweets in just three days!
Over the course of three days, leading up to the #2018MAMA Awards from 12 to 15 December last year, KPop fans interacted with each other on Twitter and set a new record of 56 million award-related Tweets, surpassing the 42 million award-related Tweets in 2017.
The Twitter's exclusive 'Worldwide Icon of the Year' award got fans voting for their favorite bands and artists on the platform, accumulating up to 13.3 million Tweets in just three hours! Fans used the hashtag #MAMAVOTE, which trended worldwide, ranking #1 in 44 countries.
- BTS (@BTS_twt) is the Most Tweeted account in the world
2018 was BTS' year, and it showed on Twitter. BTS was ranked as the #1 most Tweeted about account for 2018 worldwide. A Tweet featuring BTS member J-Hope participating in the #InMyFeelingsChallenge was the Most Liked Tweet worldwide last year with 1.8 million Likes.
The impact of BTS has also been recognized in corporate advertising. In order to promote their new smartphone, LG Electronics (@LGElectronics) launched an official Twitter channel called LGxBTS (@LGMobileGlobal), sharing video clips of BTS at award ceremonies such as the 2018 Billboard Music Awards, paired with In-Stream Video Ads. The pre-roll ads featured in the clips garnered 20 million views and 8.7 million engagements, making headlines on Twitter.
- In November, KPop boy group EXO (@weareoneEXO) garnered huge attention by generating more than 24 million Tweets through the hashtag #EXO_Tempo, in anticipation for their comeback album, "Don't Mess Up My Tempo".
Twitter and EXO also collaborated for a surprise #TwitterBlueroom Live Q&A prior to their comeback. As many as 1.6 million EXO-L tuned in, making it the highest number of real-time views ever for a live KPop #TwitterBlueroom.
Fans of KPop boy band GOT7 (@GOT7Official) were in for a treat when they announced that their fans were able to view a series of behind-the-scenes production videos on Twitter related to their third studio album, Present: YOU, exclusively available through an instant unlock feature when they Tweeted with the #Lullaby hashtag. There were 2.4 million related Tweets over the 10-day campaign in October 2018.
Aside from album comebacks, expect to see discussion around concerts, world tours and fan meetings this year, as well as fans using Twitter to congratulate their favorite idols directly on special occasions such as debut anniversaries, birthday celebrations and more.
2019 will be another great year for #KpopTwitter