As someone who works in marketing and digital/social world, my view of pop-culture is very analytical. The new season of The Bachelorette () and Beyonce’s upset (Twitter @TheBeyHiveTeam) Beyhive has inspired me to blog. Both of these pop-culture phenomenons share a few similar elements worth exploring.
1) Primarily female fan base
Both shows have primarily female bases that are passionate advocates and ambassador for these two brands. Women, it is well known are obtaining both post secondary degrees as well as the accompanying salaries to facilitate a growing purchasing power. Most big household purchases are made by women, so you want to get in front of this powerful consumer group with both buying power and disposable income.
2) Drama and romance
The public loves drama and romance. Beyonce and Jay-Z as a couple are the pop culture embodiment of the power couple along with the occasional Solange elevator drama. Beyonce leverages that drama for album releases or for their On the Run tour. Similarly, the Bachelorette packs a room full of the nation’s sexiest fitness instructors along with lots of alcohol as a recipe that attracts millions of viewers. The premise of the Bachelorette is to find “everlasting love” for the contestants that has yet to be determined. For those of you who watched the Lifetime show Unreal will get that reference. Smile.
3) Consumer Behavior and social media
The offline world is very similar to the online word because people seek communities to connect with. Both Bey and Bachelorette provide that to the public. Several of the contestants on the Bachelorette were many times fans of the show. Beyonce has created a passionate engaged fan base on social media called the Beyhive. This Beyhive was so engaged that they woke up early for the launch of her new food product line. Bachelorette fans complained loud and passionately about slut shaming during the current season. Feedback from this highly engaged fan base has created a bi-directional communication between the brand and the community.
FYI, Ladies you can follow all those sexy bachelors on social media or LinkedIn.
4) Consumer engagement
Beyonce is the best example of this with millions of fans on various social media channels. As I mentioned before millions of fans woke early for her “special announcement”. She gives the fans that up close and personal connection that keeps them coming back for more via social media. A change in her hair color can blow up twitter. Bachelorette still has an engaged real time audience when other content creators struggles to get eyeballs in Hulu/DVR/Netflix age.
Here is the bottom-line. Beyonce nor The Bachelorette franchise would spend all this time and energy, if revenue was not being generated. Both are bankable brands that are delivering via fans and in dollars. Beyonce was able to sell an album straight to iTunes. She gets it that girls rule the world!!
How do you feel about these brands and their connection with their consumers/audience?