I've looked at the promotion of Artist Shawn Mendes's newest single 'Senorita' feating Camilla Cabello.
Due to his primary target audience being digital native teenage girls, social media platforms such as Instagram, Facebook, Snapchat, Tik Tok and Twitter are suitable platforms to upload promotional posts to in order to engage with this audience.
Similarities between all five channels are the fact that ads and promotional content can be automatically recommended to the target audience through data on their profile which makes them a match with Shawn’s target demographic (teenage girls).
TikTok, Facebook, Instagram and Twitter all also allow you to like posts to show that you’re interested and enjoy that content. Again allowing producers to see who Shawn’s primary audience are.
All apps allow you to share posts, helping the content reach more of Shawn’s primary audience since people that see the shared content will most likely be the same age and have the same interests as the person who shared it. The feature of sharing is also beneficial since once the song has come out the share button helps keep the song and artist popular and at the top of the charts since people will be constantly seeing posts and therefore have the song stuck in their head.
Facebook, Instagram, Twitter and Tik Tok all allow the audience to comment on posts unless made disabled in settings by the person who posted the content. Reinforcing the fact that the song is new since people hype it up in the comments which gets other people excited and intrigued to hear the song.
Facebook, Instagram, Tik Tok and Twitter automatically out hyperlinks to a page that shows the certain word that was hash tagged, in tis case it’s ‘senorita’ allowing the audience to go and find other posts and get involved in hyping up the video, creating a bigger buzz and getting the audience ready for when the song comes out.
All platforms allow you to tag other people in your posts. Due to Shawn’s song being a collaboration with Camilla Cabello, they need to tag one another in posts to add to both of their star persona and get the audience more involved with both artists.
Instagram, Facebook, Twitter and Tik Tok show the audience how many followers and likes the artist and their posts have, therefore helping reinforce their popularity, making other people want to be like him and therefore wanting to match his content.
Similarities between posts consist of the fact that Shawn posted the same content such as images an videos with the same captions on all planforms in order to reinforce a consistent message and reach as much of his digital native audience possible.
Lastly all platforms included links to the music video on YouTube since this is where the full audio visual was posted, helping his audience access and find the video easier and therefore getting himself more views.
Snapchat is different in comparison to other planforms due to the fact that the content you post has to be more or less ‘in the moment’ which makes it hard for the song to be promoted in a more professional way.
Therefore, instead of Shawn personally posting on this story talking about the song, publisher stories were posted talking about Camilla and Shawn’s relationship in order to create drama and therefore draw more attention towards the song since drama is a stereotypical element that teenage girls like to get involved in.
Tik Tok is also different to other platforms since it’s sole purpose is for people to lip sync and dance to songs or sing their own covers / talk about the music. Therefore, being a perfect platform in regards to promoting music and making it go viral. Which is exactly what happened with shawn’s song, as it currently has over 100 million views on the #senorita hashtag.
The promotion of the song senorita is also different on the Tik Tok app due to the fact that the typical videos and images that were released before and after the song came out weren’t posted onto this app. Whereas, they were on twitter Instagram and Facebook. Snapchat does have some of these posts but they only come up when recommended to you, in other words you can’t search for the, therefore not helping create as much of a buzz for the release of the song.
Some features on the posts have different captions to one another which doesn’t really help reinforce the exact same message throughout each platforms however it’s not really noticeable since the audience don’t look at the caption really the lok at the visuals.
On Instagram, Twitter, and Facebook Shawn started releasing the first campaigns for the song on the 18th, three days later the song and video were released on the 21st . Therefore, the type of release used was tease and revealdue to the fact that small parts of the video were released along with images and some audio in order to tease the audience and get them excited for the release – whilst not revealing too much in order for the audience to feel as though they still need to watch the full video.
The tease and release type of release has both advantages and disadvantages such as the fact that the audience will be pleased that they don’t have to wait long in order to see the full video therefore satisfying his fans. However, due to there not being a lot of time between the first tease and the actual release of the video, there isn’t as much of a build up for his audience to really get excited about hearing the song, therefore potentially making people not as interested as it doesn’t seem as though it’s very special.
On Tik Tok, the type of release used was ‘all out’ since the song was uploaded to the platform on the 21st. Due to this, the song was reliant on getting popular through the audience hearing it on the radio and other social media platforms - since it’s expected that people who used platforms such as Instagram also use Tik Tok. This could have been a disadvantage since if the song didn’t get very popular, the audience may not have known that it’d been uploaded onto Tik Tok and therefore wouldn’t have made videos to it.
Lastly the adverts on snapchat were also released ‘all out’ since they started occurring on the day the song came out, plus the publisher stories had to be released afer the song came out since people hadn’t been speculating out their relationship until they saw how close Shawn and Camilla got in the video.
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