Fans aren’t just putting posters of pop stars on their bedroom walls anymore. They’re actively engaging with their idols on Instagram and TikTok, with a lucky few even getting a prized “like” or comment. Social media is allowing today’s pop stars to build real fan communities, with personalized videos forging even deeper connections within fan culture.
Taylor Swift is perhaps the most notable example of a pop star who knows how to leverage personalized videos, building community through secret music sessions, tour previews, charitable causes, surprise album drops, and of course, those iconic Easter Eggs!
Do you need inspo for your own creative marketing strategy? Here are seven ways pop stars use personalized videos to connect with fans.
1. Tour Hype
Selling out stadiums is the holy grail for global pop stars, with Beyoncé, Taylor Swift, Coldplay, and Kendrick Lamar among the top tour sellers. But ticket sales aren’t the only thing they have in common. These artists use personalized social media videos to:
- Drop tour trailers
- Showcase their fans’ energy
- Reveal venues
- Document meet-and-greets
- Capture shoutouts from the stage
They also integrate Ticketmaster buttons and links to allow fans to purchase tickets quickly from their social media. Embedded merch links hype up fans even more, allowing them to stock up on tour shirts early.
2. Birthday Shoutouts
Pop stars understand the marketing power of birthdays, whether it’s Taylor Swift dropping an album on her own birthday or Drake sending an impromptu birthday shoutout to a fan.
Emerging artists and startups alike can take a page out of the pop star book by creating personalized videos for birthday marketing campaigns. For example, if you’re a marketing manager for a startup, you can turn CRM data into custom video birthday messages for loyal SaaS subscribers. Maybe you’re an artist manager and want to build a fan community; you could send personalized birthday messages with tour dates and freebies!
3. Merch Drops
Merch drops are a clever and creative way to get fans to wear a pop star’s brand. Independent artists on Instagram have also followed suit by timing merch drop videos before singles, albums, and tour announcements.
Like video, merch is also a communication tool. What do you want your merch to say?
Zara Larsson’s merch is wild and colorful, taking notes from Lisa Frank. Billie Eilish’s tour merch reflects the artist’s own personal style, ranging from football jerseys to comfy hoodies.
4. Recap Reels
After wrapping up a tour, pop stars use Instagram recap reels to keep the adrenaline rush going. Cinematic recaps really capture the monumental feeling of these tours, while strategic close-ups of merch and fans singing along capture the magic of fan culture.
Recap reels are also used to promote concert documentaries, such as Beyoncé’s Homecoming film, Taylor Swift’s Eras Tour film, and BLACKPINK’s Light Up the Sky documentary. Reels also give these stars a chance to thank their fans for their continued support.
5. Milestone Thank-You Videos
Speaking of gratitude, pop stars never miss an opportunity to thank fans through a personalized message.
Thanking fans during award speeches makes for timeless video content that fans can add to their playlists. Smartphone-recorded videos forge even closer connections with fans, making them feel as if they’re in the recording studio with their favorite pop star.
6. Videos for a Cause
Pop stars use social media video to build their goodwill brands, speaking directly to their fans about causes they care about.
The ALS ice bucket challenge videos are a prime example of this strategy, with numerous pop stars accepting the challenge to raise money for ALS research. Stars also use video to promote community outreach, disaster relief efforts, music education initiatives, and environmental causes.
7. UGC Fan Videos
Pop stars aren’t the only ones putting out engaging video content.
Fans themselves generate countless reels, fan cams, and TikToks, resulting in a powerful user-generated content (UGC) machine. Fans use UGC content to build social media “armies” where they discuss, and yes, defend their idols.
Stars themselves will even repost their fans’ videos, especially if their content garners millions of views.
Make Your Video Strategy Pop
Some of the best video marketing lessons come from your favorite pop stars.
Consider what these seven strategies can do for your marketing goals. Do you want to build a goodwill brand, recap events, or promote eye-popping merch?
Find more inspo for your creative strategies, from the latest celebrity news to digital marketing trends!