Which Brand Won Veganuary? Consumers Give Their Verdict
By Leia ReidJan 24
Published January 8th 2020
BTS is one of the biggest K-pop groups in the world. People just can’t get enough, especially online.
On the Brandwatch React team we love data, we love K-pop and we love BTS. So we’ve created a list of facts from our research on the band and – on our favorite part – the ARMY of fans.
We used Brandwatch’s Consumer Research platform (a social listening platform) searching from 2013 – 2019. Some of this is other amazing facts we’ve learned, but we’ll link that.
Here are 10 amazing stats and facts about BTS.
Target stocking the BTS album, and their MetLife show all appeared in Brandwatch’s 101 viral moments of 2019 list. They made the top 10 with their appearance at the Grammy’s.
And Taco Bell’s sponsorship of this Best Fan Army award paid off at number 18 with a big mention of BTS, and their winning ARMY.
As a brand, BTS are extremely valuable. They’re so influential, that reps at the Hyundai Research Institute told AFP, they bring about $3.6 billion to the South Korean economy.
That’s the equivalent to 26 midsized South Korean companies!
The institute also found about 800,000 visitors visited South Korea because of BTS, which is more than 70% of the country’s annual tourists.
If that wasn’t enough, researchers estimate the septet will generate an economic value of $37 billion over the next decade!
The BTS fans call themselves the ARMY, which stands for “Adorable Representative M.C. for Youth”, perhaps the best fan base name ever.
There were 48 million unique authors mentioning BTS online over this period. According to Encyclopedia Brittanica, an army generally includes between 400,000 and 1,000,000 soldiers. So 48 is conservative.
Especially since this doesn’t cover every single fan and isn’t representative of the whole fan base. Although, it is nice to have a benchmark.
Over the period this social data was observed – January 2013 to December 2019 – there were 2,199,192,809 mentions of the K-Pop sensation. This averages to 1,004,197 mentions daily!
That’s a lot of social conversation.
Well don’t we all? But this ARMY is primed for social media. Hashtags are used in a majority of posts; with #bts and #btsarmy leading the pack.
That makes them one of the most influential accounts on Twitter. And the most influential K-pop band on Twitter, even compared to the earlier stars Girls Generation (2011) and Big Bang (2006) And hot new bands like Black Pink.
They’ve more than 23.5 million followers at the time of writing. Which is 6 million more than this article the same time last year! (17.7m)
You can read more about influential Twitter accounts and influencer scores right here.
75% of the BTS ARMY, in social data, is female.
Using Brandwatch Audiences, we learned those in creative professions are more likely to engage with the band at 40%, then students at 26%, executives at 12% and health practitioners at 7%.
America actually has the strongest BTS ARMY – at least in social data – with 17% of social traffic coming from here. South Korea is second with their social data, at 13%.
Indonesia (12%) and the Philippines (8%) are hot on their tail.
We know fans stan. Especially this ARMY! But, these fans have the most successful BTS tweets, this year.