Music / Twitter
Katy Perry’s Twitter Profile is another source of marketing for the star.
How many marketing attempts can you see, just from this screenshot?
Twitter is all about building followers and Katy Perry is very good at this, with over 96 million of them to date. This is because she knows her audience extremely well and crafts the perfect tweets for them.
Analyse the examples and evaluate what techniques she is using and how she is engaging with her fans.
Pinning a tweet means it stays at the top and is the first one seen by anyone who comes to her twitter profile. By pinning a video for her current single she is ensuring all her followers will see it before anything else.
Use of emojis helps to connect with younger audience members who will be familiar with using these themselves. It also makes her tweet look exciting.
Use of a web link to take you to the video on her vevo page. From here, fans can see other videos of hers and use the links for her other social media accounts.
By including another artist’s twitter handle, such as @SkipMarley, she is tagging him in this tweet which means not only will all her followers see it, but all of his will too. This may result in some of his followers following her.
Use of a hashtag, such as #CTTRVIDEO, means that followers can click this and it will take them to all of the tweets which contain this hashtag. Using this consistently means Katy is creating and filling a whole page of tweets that followers can browse.
Use of an image which is an unusual screenshot from the video engages the audience and encourages them to want to find out more, if they haven’t seen it already.
The tweet is offering some personal information, telling her fans she has a tiny dog. They may already know this but as well as giving information it is also allowing fans to feel more connected to her as she is sharing some information about her personal life rather than just a typical promotional tweet.
Use of emojis helps to connect with younger audience members who will be familiar with using these themselves. It also makes her tweet look more interesting
By including other twitter handles, such as @musicallyapp and @iHeartRadio, she is tagging them in this tweet which means not only will all her followers see it, but all of theirs will too. This may result in some of their followers following her.
Use of hashtags, such as #CHAINEDTOTHERHYTHM and #iHeartAwards, means that followers can click this and it will take them to all of the tweets which contain this hashtag. Using these consistently means Katy is creating and filling whole pages of tweets that followers can browse.
A competition is another way to engage fans and encourage them to share the tweet too.
Use of a video engages the audience and encourages them to want to find out more, it also offers a more personal connection with her.
By retweeting a fan’s tweet, Katy Perry is offering the opportunity for her fans to gain personal attention from her. If chosen, it will make them feel special and as it is something they would all want to happen. Fans will tweet her regularly, hoping to be chosen.
This particular tweet has been cleverly chosen as it references the fact that they have been waiting for ages for a reply or retweet from her. The subtle message then is, if you wait long enough and keep trying she will reply to you.
By choosing a tweet with a cute, funny image, the tweet will target a greater audience - cat-lovers and those who retweet funny memes – these may not even be Katy Perry fans, yet.
Use of an image which is an unusual screenshot from the video engages the audience and encourages them to want to find out more, if they haven’t seen it already.
