Rihanna is a large advocate and believer in free marketing and advertisement for her music and her brand. A key way in which she implements this ideal is by advertising herself through her social media accounts.
Previous to when Rihanna had released her number one album, Anti, she created a hype for her fans by posting ambiguous pictures on her Instagram account. Rihanna currently has 58.7 million followers and has an average of 900,000 likes per photo, proving her major fan interaction. With this scale of interaction, her social media is a perfect platform for advertisement.
One of Rihanna's main marketing campaigns for herself and her brand within this year of 2017 was the release of her makeup brand of Fenty Beauty. Rihanna is already a successful music artist, yet this year, she created a larger audience than just contemporary R&B and pop lovers... makeup lovers. By utilising a successful, inclusive makeup brand, Rihanna was trending on twitter and YouTube for numerous weeks. This lead to an inevitable spike in the amount of people purchasing and streaming her music.
Rihanna advertised Fenty Beauty through uploading continuous images and videos of her makeup and other information about it.
Rihanna additionally opened an Instagram account exclusively for her makeup line. From opening on the 1st of August 2017, it already as 2 and a half million followers by December of 2017. This rapid climb in followers proves the effectiveness of social media advertisement.
This style of social media advertisement and marketing is something which we have implemented for Nova. By creating both Instagram and twitter profiles, this has expanded the audience and awareness for Nova, similar to Rihanna.
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