THE USE OF SOCIAL MEDIA IN KPOP: V LIVE

We live-streaming. Tap the heart! Break your phone! Support your faves!

Members of TWICE (left to right: Mina, Dahyun, Tzuyu, Chaeyoung) setting up their live-stream after reading this post.

Its that time of the week, everyone! Today we are being educated about a special social media. In previous discussions, we covered platforms which are used globally. But this one is special. Its primary use is dedicated to the Kpop stans. That is, V LIVE! So let's get right into this week's topic (and you can get back to smashing the heart afterwards).

What is V LIVE?

V LIVE is a live video streaming platform on which South Korean celebrities go live and interact with fans. Although it is primarily used by K-Pop artists, South Korean actors have also opened up channels, like Lee Jong Suk! This could be in the form of a spontaneous, unannounced broadcast or scheduled live-streams to ensure many fans are watching. The content released on V LIVE however is not limited to live-streams. Other content uploaded (still being streamed 'live) include award shows and variety show appearances (like popular variety show, Idol Room).

You may be wondering, what exactly happens during a live-stream? Well to answer that, a lot of things. It could be a casual stream in which fan questions are answered/idols talk about life, a thank you stream after a milestone/award, playing games with other members, to picking seats on a bus or getting WASTED in front of the viewers.

BTS' Jimin caught browsing my blog during V LIVE stream. Zoom into pupils for proof.

How does V LIVE Drive Fan Engagement?

By signing up and becoming a member of the service, fans from all over the world can catch their favourite group's livestreams. During livestreams, a finger-heart button appears in the bottom-right corner of the screen which fans can tap continuously. This increases the number of hearts a livestream gets, which goes towards the charts of the most popular videos/channels during a timeframe. And of course, what is better than sleep for a dedicated stan? Being number one. Fans are also able to comment during a live-stream which idols can read and (by the Grace of GOD) respond to. Also helping to increase exposure, fans can add subtitles to VODs in their native language, making more content accessible for more people across the globe! All of this (hearts, comments, translations, page visits) ultimately increase a user's 'chemi-beat', which is the 'level of chemistry between the user and the artist'. The higher the chemi-beat, the deeper the relationship fans have with their faves (I guess?). Artists' homepages also have a discussion area in which fans from far and wide can come together to share information and (of course) photos and memes.

Although free, V LIVE has paid exclusives such as Channel +/CH+ (access to hidden videos, posts and CH+ member live-streams), V LIVE+ (fan content that can be accessed and downloaded by V LIVE+ accounts), stickers and V LIGHTSTICKS (double hearts when pressed and special animations).

Wait, we're done?

If used by a group correctly, V LIVE has the power to attract new fans and keep them engaged. The sheer amount of content that can be released keeps fans busy, falling deeper for the group. The feeling of exclusivity and intimacy viewers feel when catching a live-stream (especially an unannounced one) also drives engagement and loyalty as groups can only go live 'once'. Nothing can replicate the feeling of watching live, being entertained by their biases, along with other fans.

Boom. We done. V LIVE? Finished. Next week? We're gonna get a bit serious and delve into another beast hidden away through hashtags and a tiny, blue bird. That's right. Next week we look into the world of STAN TWITTER. Stay tuned for the two part-special, it's something you do not want to miss. Until then, share this post (with literally anyone I'm desperate), support your faves, and stay safe!!

​Isaac, 26/08/19

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