Here are 4 Ways K-POP's UX Captivated the Youth
So, what do saturated music videos and glittery, fashion-forward singers have to do with user experience and design? Everything. In 2020, K-pop contributed roughly $5 billion to the South Korean GDP, fueled millions of passionate fans around the globe. It's safe to say the K-pop model has mastered UX for younger generations.
Community and parasocial relationships.
Unlike singers in the West, idols in K-pop are curated and backed by huge companies. Group members are not accused of being "industry plants" or subjected to plastic surgery claims. Perhaps it is the transparent process, similar to the social media star model, that allows K-pop fans to follow, vote, and build parasocial relationships with idols before they debut, shielding them from these accusations. Oxford Dictionary defines parasocial relationships as:
"[One sided] psychological relationship experienced by members of an audience in their mediated encounters with certain performers in the mass media, particularly on television [and internet]."
Parasocial relationships fuel the K-pop fandom, and there is a consensus that fans can't disappoint their "hardworking favorites." K-pop idols also stream and interact with their fans in a way that encourages these parasocial relationships.
Language contributes
Vocabulary promotes a stronger sense of community and a sense of exclusiveness. Language strengthens parasocial relationships. Fandom communities refer to their idols as "boys" and "girls," and use phrases like "protect the babies" as K-pop members livestream, which strengthens the bond. The K-pop community uses both Korean and English to define popular terms. To an outsider, words such as
"All-Kill, Bias, Netizens, Idols."
would not have meaning, but to fans, words like the above are a useful tool to alert other listeners that they are on the same team.
Let the games begin: in group competition
"Give them something to root for. "
Each launch season, fans feel obligated to support their favorites and show their pride with symbols, light sticks, clothing, and merchandise. However, fan engagement isn't aimless; it is intentional. Through goal-driven engagements, fans demonstrate their passion by working to meet their own internal streaming goals
Fans also stream, comment, and create content to increase awareness and help their idols rank higher on the music charts. Every fan engagement prepares for the final battle, i.e., the award shows and charts, so their idols can take home awards.
Predictable group structures
K-pop award seasons and eras are fast-paced yet predictable; members are assigned specific roles, similar to a functioning society. Groups typically consist of a singer, a dancer, a visual, etc. While some groups deviate from this structure, the predictability grounds the experience in a fast-paced industry. Similarly, fans can expect participants in their community to fall into roles. These roles include fandoms, biases (group favorites), and antis (haters). This language carefully describes a person's function and role in a large ecosystem.
The Takeaway
The average fan's perception is that idols desperately need their fans' support and engagement, enhanced by language, community, and gamification. So, how can we utilize this new information to capture a young audience? Here are 8 concepts to experiment with:
Create a Unique Language: Develop a set of terms and phrases that resonate with your audience, fostering a sense of community and exclusivity.
Foster Parasocial Relationships: Encourage interactions that allow fans to feel personally connected to the brand or its representatives, similar to K-pop idols' livestreams and social media presence.
Implement Gamification: Introduce game-like elements such as points, badges, or leaderboards to motivate engagement and create a fun, competitive environment.
Assign Roles: Give users specific roles within the community to foster a sense of belonging and purpose, mirroring the structure of K-pop groups.
Utilize Visual and Interactive Content: Leverage vibrant, visually appealing content to capture attention and maintain interest, akin to K-pop music videos.
Encourage User-Generated Content: Promote the creation and sharing of content by fans, such as fan art, videos, and stories, to increase engagement and community participation.
Host Virtual Events: Organize live events, such as Q&A sessions, virtual concerts, or interactive meet-and-greets, to build deeper connections with the audience.
Strategic Merchandising: Offer exclusive merchandise that fans can proudly display, reinforcing their connection to the brand and fostering a sense of loyalty and pride.
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