aespa's TikTok / EXO's TikTok / ENHYPEN's TikTok
The K-Pop industry's marketing strategy is in its short-form era. In today's day and age, short videos rule the day on platforms like Instagram, TikTok, and YouTube Shorts. So, naturally, our favorite idols are all part of the sensation to create short-form content. One of the most prevalent forms of this content is none other than the K-Pop dance challenges that idols use to promote their new music. Thanks to this, fans can watch them bust a move and see countless interactions between their favorite idols and their idol friends and colleagues. However, recently the sentiment surrounding this K-Pop trend has changed recently. Some fans have grown bored of challenges and are questioning their meaning. Some have gone as far as saying that they are no longer useful and too repetitive.
This leads us to wonder... Are TikTok challenges dead? Let's take a look at some of the reasons why fans may feel this way.
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What are the intentions and benefits of doing K-Pop dance challenges?
The K-Pop dance challenge format has become one of the best ways to discover new music releases for K-Pop fans as they can simply stumble upon them on their 'for you' or recommended pages. Not only that but a fan who sees a group they are unfamiliar with doing a challenge with their favorite idol is likely to go to the unfamiliar group's page to see the video of their idol dancing to that artist's song (as challenges are usually exchanged). By doing this, they have a high chance of exploring that page and getting to know more about another group that they maybe wouldn't have been interested in before.
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