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ARMYs Are More Powerful Than Ever -- Time To Think And Act Like It! (A Thread)
ARMYs Are More Powerful Than Ever -- Time To Think And Act Like It! (A Thread)
ARMYs are not a typical Kpop fandom. Our entire focus isn't merely Korea, but the entire world. Whereas once this was considered laughable and overly ambitious, we've shown such a reach is definitely possible when you work together.
We ARMYs are growing at such an alarming rate, not even we can accurately gauge just how big this fandom is, or how much influence we wield globally. Although I was waiting for the comeback to get a better idea, Hobi's "Hope World" seemed to provide hints.
Wig-snatching hints.
Wig-snatching hints.
#1 - BTS has the most loyal consumer base in K-pop
ARMYs are so committed to BTS, we're actually buying things available for free. @Awake_Aileen's excellent summary on what that means can be found here:
ARMYs are so committed to BTS, we're actually buying things available for free. @Awake_Aileen's excellent summary on what that means can be found here:
Do you realize how POWERFUL you have to be when you convince someone to buy something that they can get for free from multiple sources?!
It's a mixtape, and mixtapes are free. "Hope World" was offered for free! But BTS fans are buying it anyway.
BTS just gave Billboard some of their fastest selling magazines ever. Even Love Yourself: Her soldout its pre-orders on Amazon BEFORE THE ALBUM EVEN HAD A COVER!
BTS just gave Billboard some of their fastest selling magazines ever. Even Love Yourself: Her soldout its pre-orders on Amazon BEFORE THE ALBUM EVEN HAD A COVER!
While there's no way to determine yet exactly how many people who enjoy BTS's music are casual listeners, based on the record-breaking success of Hobi's mixtape, BTS has the kind of spend-happy global fandom that many artists and companies dream of.
When you have a fandom that is so loyal they'll buy virtually anything you send their way because it's YOURS, then that means that people with things to sell (magazines, clothing lines, car companies, etc.) will take notice.
Not only that, it kind of raises the question of why ARMYs are continuing to fight with fandoms who've proven that they're not NEARLY as consumer-minded on a global scale as BTS fans. They only care about one or two markets, not the world.
Until such fandoms begin to see currency move in dozens of countries in a truly impactful way, then I believe it's safe to say that BTS fans are the most powerful and active K-pop consumer base and will remain so for some time.
#2 - We're seeing the impact of having an *older* fandom
Contrary to what certain pressed IKEA salesmen may think, BTS fans skew closer to 30 than they do to 12. And while we love our baby ARMYs, a consequence of so many older BTS fans is considerable and consistent buying power.
Teens only have so MUCH disposable income.
Adult fans typically have more as they're more likely to have jobs (and better-paying ones).
But unlike teens, they're less likely to waste their time bulk-buying albums or spend hours playing games for coins to vote for awards.
Adult fans typically have more as they're more likely to have jobs (and better-paying ones).
But unlike teens, they're less likely to waste their time bulk-buying albums or spend hours playing games for coins to vote for awards.
K-idol companies target kids and teens not only because of the fact that they HAVE disposable income but because of the belief they won't think critically about how they spend it. You'll never catch the average adult being asked to bulk buy albums to boost sales.
The adult demographic is harder to crack because even though they have more income than teens, even disposable income, they're much more thoughtful about how they spend or why. But when adult fans feel a strong sense of loyalty to a brand, their buying power is truly FORMIDABLE.
And can I point out that as BTS has grown, a lot of the thinkers and strategists in the fandom are in their 20s and up? The consequence of having older fans who are knowledgeable and not readily caught up in fandom drama is that we can focus on the important stuff
That "important" stuff includes promoting BTS in our own local markets (countries around the world) rather than fixate specifically on Korea. That also includes repeatedly reaching out to radio shows and TV producers.
What was once laughable has since opened doors.
What was once laughable has since opened doors.
As much as writers (who are behind the curve) are committed to bashing or underestimating BTS fans because they can't see past the tip of our demographic iceberg, adult ARMYs are already looking ahead and planning.
We're not waiting for them to figure out exactly who we are.
We're not waiting for them to figure out exactly who we are.
#3 - ARMYs strength isn't social media, it's OURSELVES!
I'm going to give you all the Glinda treatment.
You had the power all along to make BTS a global super group. There are hundreds of thousands of us and we have the more to turn someone we know into a BTS fan -- creating hundreds of thousands MORE BTS fans. That's power!
You had the power all along to make BTS a global super group. There are hundreds of thousands of us and we have the more to turn someone we know into a BTS fan -- creating hundreds of thousands MORE BTS fans. That's power!
ARMYs are the masters and mistresses of "word of mouth" advertising to the level of a hardcore evangelist. Our conversion rate would make the average door-to-door salesman weep. With or without social media!
Not to say social media world of mouth isn't impactful; it certainly is and can be. For instance, whenever someone on Twitter expresses the tiniest interest or curiosity about BTS, they get swarmed.
Now, it's true that a good amount of BTS fans are casual -- however, there is an active core of thousands and thousands of fans that are actively engaged daily. And I'd go as far as to say that BTS has the highest number of perpetually engaged fans of any fandom today.
People repeatedly point to social media as to credit for how BTS reached so many fans. That's like thanking a hammer for beating down a nail. A hammer is just a tool; someone has to wield that hammer.
SO ARMYS ARE A MASSIVELY POWERFUL CONSUMER BASE AND FANDOM ... WHAT DOES THIS MEAN?
It means we're in an awesome place as a fandom. It probably also means we should stop waiting around and worrying about other fandoms who hate them. Let them hate. Let's focus on ourselves!
Their opinions are ultimately unimportant and a waste of emotional feedback.
Their opinions are ultimately unimportant and a waste of emotional feedback.
When you consider the pressed people who cannot wait to bash us or BTS, think about the fact that NONE of them can, at this very minute, touch what we've accomplished as a fandom. They cannot relate. They can downplay and they can dream, but they can't relate.
BTS is bigger than K-Pop on a global scale. Have been for awhile.
ARMY, you are bigger than the K-pop bubble. Your global influence, reach, and overall potential is bigger. You need to emotionally and mentally divorce yourselves from needing people in that bubble to care what we do.
I'll end this by saying that ARMYs are already powerful and we need not fear anyone except ourselves. Let's focus on our own goals and our own chemistry as a fandom. Let's not distract ourselves from achieving more by worrying after Ignorance and Want.
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