Unlocking The Power Of “Belieber” Marketing

Bieber in WingsWhether you’re a Belieber or not, there’s no denying that Justin Bieber has long been a teen phenomenon and is a model in the marketing world as well. He’s built an army of loyal fans from social media, paved the way for other artists to do the same, and remains a powerhouse performer and teen idol. We attended his concert at Madison Square Garden last night, where it became eminently clear why he’s still a favorite among tweens, teens, and twentysomethings; he continuously celebrates fans for being a part of his journey and for believing in him. This authentic attitude and his enormous appreciation for his fans is something that marketers across all industries can learn from and adopt.

Fans have always been a huge part of Bieber’s success from making his YouTube videos go viral to showing up at events to support him. Throughout the concert last night, he kept thanking his fans for all that they’ve done and even took time to express this in video form. Various clips of him circa his childhood YouTube days were shown on screen and Bieber noted how his fans helped discover and launch him to stardom. As a result, fans feel a strong attachment to him since they knew of him before he was famous, and in essence, were invited in to the process of making him a star. Brands can take note of this by inviting their consumers/fans in early as well, and letting them give their input in the creation of a product.

Bieber also went into detail discussing how fans have always been there for him, and he thanked them for everything they’ve done, no matter how big or small. They’ve tweeted about him and retweeted his links, bought his albums, merchandise and movie tickets, attended his concerts, made shirts, signs, and more. Many of the actions he mentioned related to fans sharing their love on social…

 
 

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“I move around every few years so it would be a huge hassle to have to buy and sell property so frequently.”—Female, 28, IN

Gen Z will spend the most on rent of any generation, but Millennials aren’t far behind. HotPads estimates that 2-20-year-olds will spend $226,000 on rent before they buy a home and 24-38-year-olds will ring in at $202,000. Despite the difference, Gen Z will own their first home one year earlier than Millennials because they’ll have “a stronger job market than [M]illennials”—but, despite the myths, they are buying homes in greater numbers. PS: Los Angeles tops the list of where young demos will spend the most on rent. (Business Insider)

What’s behind board games' popularity today? The NPD Group found that board games grew 8% compared to the toy industry’s overall growth of 8% in the past year and has “no signs of slowing down.” Digital detoxing plays a part, as more Millennial parents worry about their kids’ screen time and seek toys that foster face-to-face relationships. But despite the analog appeal, games are also getting high-tech and the word-of-mouth media they receive propels social media-friendly games like Pie Face to the top of toy charts. (Kidscreen)

Parents still have the most influence over kids today, but online celebrities are also top role models. Mintel research found that 86% of 6-17-year-olds say their parents are among their top role models, 62% say teachers, and 41% say siblings. But the top kind of celebrity that gets added to the category are social media celebrities at 35%, followed closely by musicians and athletes. Only 22% said actors were among their top role models and just 16% said the President. (MediaPost)

Disney has a new beverage to fill your Instagram feed: The Purple Wall Slushie. The Millennial & Gen Z-loved company has had no problem coming up with social media-friendly items, from Baby Groot bread to a viral Beauty and the Beast-inspired tumbler, and now they’ve rolled out a boba and taro beverage at Disney World. The Purple Wall is a famous destination to snap a pic for social media in the Magic Kingdom, and this slushy is made specifically to match up with the wall (and monetize on it). (POPSUGARInsider)

Speaking of Instagrammability, the Space Needle’s new, clear benches are sure to make for a thrilling photo op. The iconic viewing deck for the Seattle skyline has been in the midst of a makeover to create a better (and decidedly more social media-worthy) viewing experience. A metal base and caging has been replaced with a high glass wall from floor to sky, and so-called “skyrisers” will let visitors sit right on the edge of it all—and snap a selfie. (Curbed)

“People have been planning outfits since the start of the year [for prom].”—Male, 15, NC

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