Lorde is an alternative pop singer from New Zealand, made popular by her single Royals off of her 2013 debut album Pure Heroine. Her Facebook page, facebook.com/lordemusic, has close to 6,641,000 likes. Her Twitter, @lorde, seems to be a bit less popular with 4.62 million followers. However, as a celebrity she certainly does have an impressive following-to-follower ratio, following only 94 users herself. Since joining the site in August of 2011, she has tweeted close to 3,400 times. Lastly, her Instagram, @lordemusic, has 4.8 million followers, while she follows 737 users. On it, she has made 742 posts.
Lorde’s Facebook page is currently promoting her first single, Green Light, which is from her upcoming album that is also being hyped; her profile picture is a dramatic black and white picture that was likely taken during the filming of the Green Light music video, as she is wearing the same dress that was worn in the video. The photo’s caption is “www.imwaitingforit.com“, a website that originally featured a promo for the video, and since its release has featured the music video in its entirety. Her cover photo is a painting of her laying in a bed, which is the cover for her album Melodrama that is to be released in June. The About tab lists websites and contact information for her general manager, press, and booking. It also includes links to her Twitter and Instagram, and states that her record label is Universal Records. Her bio is “I hope the exit is joyful, and I hope never to return.”
From what I could tell, her Facebook page doesn’t have many of its own posts. Almost everything that has been posted to her Facebook were photos that she posted to Instagram. Within the past month, she has only made two text posts, which were promoting her new music video a couple of days before it was released. Both posts contained the link for the promo website, as well. The page as a whole seems a bit weak to me, seeing as it’s essentially just an extension of her Instagram being used to promote her work. Facebook is certainly a good place for an artist to get hype going for their music, but I believe that it should have its own personality. It would be better if her Facebook had a good amount of its own posts, rather than just being another URL for her Instagram. There almost isn’t a point in having a Facebook page if there’s no original content on it, the way I see it. But her and her marketing team are smart to use it for promotions, since it is the site with the biggest following.
Audience interaction is present, in the sense that many fans comment on her photos. However, you do not see Lorde responding to any of them. This is to be expected, as it seems she doesn’t put a whole lot of effort into her Facebook. Most comments seen on her photo are positive ones from admirers, complimenting her music, performances, beauty, or the photos themselves. Really the only comments I could find on her last few posts that weren’t people gushing compliments were just nonsense, like someone asking her if she’s ever seen Manchester By the Sea. So she definitely has a loyal following on Facebook.
Lorde’s Twitter profile is set up similarly to her Facebook page, with the same black and white picture of her as her profile picture, and the Melodrama cover as her banner. Her bio is “this is Melodrama.” The tweet pinned at the top of her profile is one announcing the release date for the new album, along with a link to preorder it and a picture of the cover art. Like she’s done with Facebook, Lorde is taking advantage of her social media following to promote her upcoming work.
Luckily for fans, Lorde is much more active on Twitter than she is on Facebook. She gives us much more insight into both her daily life and the process of creating her new album. Tweets include random thoughts such as “soon i will eat a creme egg,” and a picture of a piano with “brought all of our things to place on the piano and make it feel like where we sat and wrote the song ” There are of course other promo tweets, with a lot of hype for her SNL performance. Recently, her most popular is “how i spent my saturday vibes” with 4 pictures of her getting ready for said performance. This tweet racked up 8.9 thousand retweets and 45,000 favorites. Following closely behind is a picture of a book with a short line from her newly released single Liability. This one gained 8.1 thousand retweets and 26,000 favorites. The third most popular as of lately is “my favourite part of the video is the driver standing off to one side vaping and watching me lose my shit on top of his car lol” with a screenshot from the Green Light video. This tweet has 7.7 thousand reweets and 27,000 favorites. It is apparent that tweets involving her new content and her return into the limelight get the most attention, which makes sense seeing as fans have had to wait since 2013 for a new album from her. Twitter has been a great platform for her to create buzz.
Along with more activity, there is also more audience interaction on Lorde’s Twitter in comparison to her Facebook. As previously mentioned, her tweets get a great deal of favorites and retweets, some more than others. Most tweets will get at least 1,000 retweets. Tweets receive many replies as well, almost all positive ones from fans. She is responsive to some tweets, as well. One fan asked for more from Melodrama, and she responded with “mmmmmmm hm lethal dose coming soon……..” It seems that all tweets she replies to are questions about new music and the upcoming album. Similarly, most retweets are in regards to her new content. Her Twitter is being used much more skillfully than her Facebook. It’s much more lively, between fan interaction, more fruitful insight on her new music, her quirky personality, and more activity overall.
As to be expected, Lorde’s Instagram also serves as a promotion for her new music. Her profile picture, once again, is the black and white photo of her. Her bio is “brand new sounds in my mind” with a link to download Green Light. Many of the photos are related in one way or another to her new content, including backstage pictures from her SNL performance, an oil painting of her similar to the one on her album cover, and screenshots from the Green Light video. But thankfully, like her Twitter, her Insta feed gives us a look into her life further than just her music. She posts normal, everyday pictures like you or I would as well: mirror selfies, her legs dipping into the water as she lounges poolside with a magazine, and her lunch. Her most popular as of lately seems to be her mirror selfie, with 257,000 likes. Following behind is a photo set of her getting ready for SNL with 236,000 likes, then the oil painting with 221,000 likes. Pictures of herself seem to attract the most attention.
Just like her Facebook and Twitter, Lorde gets a good deal of fans commenting on her posts. Again, the majority of them are very positive comments of love, adoration, and praise. There are very few negative comments, and those that are there aren’t very harsh. Things like “Am i the only one who forgot about this bitch lol”, or “Boring you” are about the worst you’ll find. Overall, Lorde gets a lot of love.
Out of the three, I’d have to say Lorde’s Facebook is her weakest platform. There isn’t much more to it than her Instagram photos reposted, and updates on her music. Granted, it’s great for her to be promoting her work and keeping fans updated with what’s to come, but I myself, and I’m sure many others, would like to see a wider variety of content. This being said, Twitter is her best social media profile. Although a picture is worth a thousand words, her Instagram doesn’t give us quite as much as we’d like to know; Twitter gives her that opportunity to get out her thoughts, tell us more about her life and the process of creating her music, and stay connected with fans. While all three sites are being used skillfully to promote her work, Twitter gives fans the best look into Lorde’s life with a variety of content.