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’ve been using Apple products for years. Although Samsung technology is probably better, I am so used to Apple that I would probably not switch.”—Female, 18, PA

Major financial institutions are still trying to figure Millennials out, so Prudential conducted a survey to gather some much-needed intel. The Great Recession-era adults are pessimistic about their financial futures: 79% don’t believe that “comfortable retirement” will be a possibility when they’re in their 80s and 70% think “it’s impossible” to save the recommended annual amount to make it possible. Ypulse found that saving for retirement falls behind other, more imminent financial priorities. (MediaPost)

Teens are rallying around the issue of gun control in increasing numbers. A recent survey from Everytown for Gun Safety and Giffords (conducted by Ypulse) found that gun violence prevention is the top issue young people expect the candidate they vote for in 2018 to take a stance on. Six in ten 15-18-year-olds said they’re “’passionate’ about reducing gun violence” and 72% of 15-30-year-olds agreed that politicians who don’t do more to combat gun violence shouldn’t be re-elected. (Mic)

Need proof that the future of STEM is female? Just take a look at children’s drawings. From 1966-1977, researchers asked 5,000 students to draw a scientist, and about 99% of them drew men. Fast forward the same study to 1985-2016, and one-third of children drew a female scientist. But we still have a long way to go to break gender stereotypes: 14-15-year-olds “drew more male than female scientists by an average ratio of 4-to1." (CNN)

Digital consignment store ThredUp wants to open 100 IRL stores. They’re expanding their physical footprint from two to ten stores this year, with more planned for the future. Why are online-only brands increasingly building bricks-and-mortar? (Think: Glossier, Everlane, even ThredUp competitors like The RealReal). Creating experiences with guests from a common check-out up to an in-store event builds “trust” and “awareness.” (Glossy)

Are Instagram and dating apps “crippling” relationships? Psychotherapist Esther Perel thinks so. Ypulse data shows 27% of 18-35-year-olds have used a dating app, 12% use them weekly, and nearly eight in ten use other social media apps weekly or more often. All that time scrolling past potential partners creates a new kind of loneliness: Instead of feeling “socially isolated,” they’re “experiencing a loss of trust and a loss of capital while you are next to the person with whom you’re not supposed to be lonely.” (Recode)

“We should be nice and good to others because we would want the same in return, being rude to someone doesn't make the situation any better.”—Female, 21, MI

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