BNK48 under the social media

BNK48 under the social media

April 18, 2019 0 By Aparat Tangchitnob, Navapol Polsamuk, Pinchat Taneerat

what is BNK48? In short summary, BNK48 is an “idol girl group” from Thailand. An idol group is the gathering of individual that represent an ideal image and personality. Although idols are generally singers, they are trained in a wide range including acting singing and modelling. The original franchise of BNK48 comes from AKB48. AKB48 is a girl group based in japan, where the founder and producer, Yasushi Akimoto wanted to create a girl group with the ideal that they are “idols you can meet”.

BNK48 debut 3 years ago and became one of the most trending girl groups in Thailand at the time after the release of their first single “Koisuru Fortune Cookie”. We took a look at BNK48 and their cyberspace and we decided to categorize them into 3 types. 1) The official BK48 cyberspace 2) BNK48 personal cyberspace and 3) BNK consumer cyberspace. Now that you know BNK48 let’s go a trip to BNK cyberspace world.

BNK 48 Official cyberspace

There are practically BNK48 official cyberspaces on every social media platform and we will start with the most popular one. FACEBOOK BNK48. Their main content usually updates about the programs, schedules, events and official announcements.  

BNK48 official facebook fanpage

What BNK48 facebook really do is not likely to start the conversation for the fans but more like reporting BNK48 news report.

BNK48 official website.

Just like every ordinary band in the world today. They have their own website. There are many features available on the site, as you can see on the website’s headline. You can look for all the members information, official schedule and  buy official BNK48 products. The factors that makes this website unique is you can only buy the ticket here. The main role for this would be playing the centre for BNK48. They also address the member’s personal social media. This is the only place you can actually be sure your money will actually go to BNK48 and really get the official BNK48 ticket. There is no place for you to comment or making conversation here.

BNK48 official twitter account


The BNK48 official Twiiter account acting like Facebook, its role usually is reporting BNK48 news. There will be some news that are exactly the same on Facebook here as well. Some conversation may erupt between the fans here as well but not as much buzz as Facebook.


BNK48 official Youtube channel

BNK48 youtube channel,will be posting  mainly music videos. Ther may be other videos as well, for instance a video about their meet and greet events, BNK48 tours and vlogs. There will be many comments here from the fans. Most viewed video is the fortune cookie the single that made them so popular.

BNK48 official application

With this app, not only can you just read news about the group but also watch members’ video live or watch it later. In the live video you can donate a gift which you buy from your money to your favorite members.



The BNK48 ofiicial Shoppee

Shopee is online marketing website that is widely used in Thailand. There many re-sale BNK48 stuff on here recently so they decide to make the official account on this website. The main role for this website is obviously to sales product.


BNK48 personal cyberspace

It is undeniable that BNK48 has made such an impact not only on Thai society with the overpour of response and endorsement from Thai fans, but also they have already conquered the social media realm.

In the combination of some of the members in the group, they have over 10 million followers on Instagram, even their main account has over half a million followers. One reason that they have this particular account is that this is the sole and single place that the fans of BNK48 are able to keep track of the growth of the popularity of their favourite idol.

Moreover, this account acts as to the group of “company” is a way to keep the fans coming for more, they  constantly remind the fans of what more they could do in terms of supporting their beloved group member through daily posts of the status update of what rank each member is pulling on each social media platform.

In the combination of some of the members in the group, they have over 10 million followers on Instagram, even their main account has over half a million followers. One reason that they have this particular account is that this is the sole and single place that the fans of BNK48 are able to keep track of the growth of the popularity of their favourite idol.

Moreover, this account acts as to the group of “company” is a way to keep the fans coming for more, they  constantly remind the fans of what more they could do in terms of supporting their beloved group member through daily posts of the status update of what rank each member is pulling on each social media platform.

Circling back to their personal accounts on each social media platform, with this much attention and having the spotlight shine on them all the time it is inevitable that rules and regulations much be enforced to not only maintain their well-groomed, moon-eyed, school girl appearance but also keeping them from letting the power get out of hand.

Before debuting or becoming an official member of the group, it clearly states that any social media platform that they occupied prior to the becoming a member must be deleted in its entirety and a new account will be activated and each post or content that the member decides to post must first be approved by the officials at the agency beforehand, to make sure that there will no miscommunication or misunderstanding that may end in a cyber riot. Being the artists that they are, these personal accounts severe as and online space for them to express their creativity; to show their personal sense of style maybe in clothing items or overall display.

for instance, on one of the members instagram page; Myyu, She has posted content with yellow or navy border due to the fact that that, those are her favorite colors and she finds them to be flattering and expressive of herself. On June’s instagram feed, she has shown assortments of her personal style through her fashionable clothing choices, from her tan overalls to her pink sunglasses or her tye dyed shirts to her neon pink socks. They treat their pesonal online cyberspace as a canvace to display their art.

In terms of the type of content that the members post, it is mostly pictured. A simple selfie from a member can receive up to 113k likes and over 1,000 comments, let alone a professionally taken photo can easily receive up to 133k likes. These photos will be shared and reposted on to fan accounts in a matter of seconds after it was originally posted

Despite all the rules and regulations that may restrict the members, the content that the members put out into the world still gain a numerous amount of views, comment, and likes; but the response that the members receive may not always be positive. In this world, it is a fact that, as there are people that love and adore you, there will always be people that dislike or even hate you; which is the same for the case of the BNK48 members.

Although there may be millions of supporter that will do anything it takes to make them happy and shower them with love and affection, they still get so much hate and negative threats. In an interview that Orn, a member of BNK48 did with HAMBURGER magazine; she once spoke about how she has handled the hate and negativity that has been thrown her way.

Orn said that she once received the words “just drop dead” on one of her posts, this was one of the most hurtful statements that she has ever received. To quote her “ On the outside, what I do may seem, easy just singing and dancing all day but in reality, it is so much harder than that…… After reading those words, they deeply hurt me but I try not to present myself as weak or vulnerable. I am proud of the recognition that I am getting but I am still the same girl.

Now I have to work twice as hard to prove myself in such a high-pressure position. At first, I took all the comments straight to heart but as time progressed I have learned to see the thin line between hate and constructive criticism. We have to choose what we put significance on, only try our best and always be grateful for the opportunities that we receive.”

The engagement and interaction between BNK48 and the followers

First of all, BNK48 emphasizes on the engagement or interaction between BNK48 idols and the fans in cyberspace. Social media is the easiest way for people to engage and support BNK48 such as likes, shares, or views. It is the most effective strategy on social media.

Image result for แฟนคลับ bnk48

One aspect that has helped BNK48 become more famous and well known is their strong fan club. As we can all see is that, content about BNK48 is shared all over social media by their fan base. The love and support that they receive has pushed them to be one of the most famous mass girl groups in South East Asia. Many milestones in their career are the result of the loyalty and back up from their followers. The online traffic of BNK48 content from the sharing of fans, has created much beneficial exposure for the band.  

Moreover, BNK48 official came up with a campaign on social media which encourages BNK48 fans to record a video of themselves dancing to the song, Koisuru Fortune Cookies.
As a result of the clever campaign, the song and the band became a mass and well known part of social media and thai entertainment. Also, Thai influencers participated in the Koisuru Fortune cookies challenge as well. Even to this very day, people are still dancing to Fortune Cookies song. This strategy influenced the  #BNK48 trend and simple became the talk of the town.


there are “Fan song” written and produced for Idols in BNK48 by the fans to express their love for the idol. For example, the song named Ornly You is created for Orn, member of BNK48, after that this song went viral which made Orn BNK48 gain more followers.

Image result for senbatsu general election bnk48

Consequently, the advantages of these girls for having the traffic on social media has helped them better their chances in the Senbatsu BNK48 Election, an event where the fans can vote for their favorite BNK48 member. The members need to get votes from their followers as much as possible, because they must maintain popularity scores which are determined by trending likes and shares on social media. By saying that, the interaction and engagement of the fans or followers are of much significance to the girls.

BNK48 x Business company

According to BNK48 have been creating the huge fan base, which impact the businesses to invest or corporate with BNK48 for digital marketing strategy and to reach target customers.
Using BNk48 as the brand ambassador or presenter helps those brands with the awareness, benefit incomes, and more advantages. Not only the company that can reach more customers but also BNK48 itself benefit for this because all of these ads and commercials are providing them the exposure and public cyberspaces. This is a clear illustration of the media industry convergence because the company and BNK48 are joined and support each other or the vertical integration.

Grab Thailand, an online taxi-booking service application, use BNK48 as the new brand ambassador. Consequently, Grab earns wider target customers which is BNK48’s followers. The good point of this commercial is both of BNK48 and Grab company get advantages.

Image result for bnk48

All in all, the cyberspace of BNK48 is an excellent case of using transmedia to its fullest potential. Transmedia in simple words is presenting different parts of a great story to many different platforms to illustrate a much more grand and elaborate picture to numerous amounts of people.

They have created multitudes of segways and means to gradually be sucked in and consumed by the culture. Being that they are on pretty much every social media platform, this easily attracts all viewers, every age rang and every occupation. If you are hungry and you decide to order your food online, you will see them; if you go on the explore page of instagram there is a great chance that one of the members posts will eventually pop up. What they are doing creates a sense of familiarity to the viewers, in addition to their girl-next-door appearance, they have made faces of the girls to a household face. Faces that are recognizable due to the repetition of appearance.

When have to give props to the marketing team at the agency of BNK48, in creating such a well rounded strategy which incorporates the online world and media as well. You may not adore them as much as the next person, but it is undeniable that they are now the most acclaimed and influential girl groups in Thailand as of today.