At the young age of 24 and standing at a mere 5 feet tall, Ariana Grande has captivated the world with her powerful voice. While she began her career at the age of 15, acting in the Broadway musical 13, but she did not hit it big until the following year. Her breakout came in 2009 in the form of acting on Nickelodeon in the shows Victorious and Sam and Kat. Ariana released her first album, Yours Truly, in 2013, and has subsequently released two more studio albums, My Everything and Dangerous Woman. Her music has made her a household name across the globe. Grande is also known for her passion about charitable work and activism, a strong advocate for equal rights for women and the LGBTQ population to name a few. Especially of note was her strength and support during the terrible events of the Manchester bombing at one of her concerts. Grande cares deeply about her fans, who call themselves Arianators. She makes sure to connect with them on a personal level through various social media platforms.
Social Media Overview
With millions of followers across all of her social media profiles and tens of thousands of posts, Ariana has a large digital footprint. Utilizing her social media, Grande likes to personally interact with her fans as much as she can. She is most active on her Twitter and Instagram profiles, posting more sporadically on YouTube, Facebook, and Snapchat. In addition to her social media profiles, Grande also has her own website with music, videos, images, news, tour information, and her official merchandise.
- Twitter 40.4K Tweets | 64.9K Following | 57.1M Followers
- Instagram 3,376 Posts | 1,340 Following | 117M Followers
- YouTube Vevo 18M Subscribers
- Facebook 33.2M Likes | 32.6 Followers
- Snapchat # of Followers unknown
Analysis and Evaluation
Ariana regularly post updates and interacts frequently with her 57.1 million followers on Twitter. Her profile picture is a promotional shot from her line of clothing partnered with Reebok. Her banner image is promoting her latest album, Dangerous Woman, and the accompanying freshly completed tour. Her bio includes references to her songs as well as a link to her Dangerous Woman Tour. Many of her tweets are linked to her posts on Instagram, promoting her latest works and sharing moments with friends and family. Grande routinely thanks her fans and sends them love through general tweets or by replying to specific posts.
Many of her other tweets are just random thoughts or snippets of what she’s doing or thinking at the time. Overall, Grande does a great job of keeping her followers up to date with what she is involved with, and also interacting with her audience and spreading love. Even with 57.1 million followers, she still manages to personally take the time to reach out to as many as she can. While I think that is it good that her Twitter is connected to her Instagram so her fans don’t miss anything, for those who follow both accounts it can feel less personalized and repetitive.
Grande is the third most followed user on Instagram with 117 million followers, close behind to Cristiano Ronaldo’s 119 million, while Selena Gomez takes the cake at 132 million. Though she has yet to post since New Year’s Eve, Ariana posts frequently, sharing snaps from her tour, music, promotion, but also time spent with family and friends, vacations, and other peeks into her personal life.
Her profile picture is Ariana with a gray wig and her bio simply states Dangerous Woman and shares a link to her own line of emoji’s. While she does include some promotional posts, they are still personalized as they are either her work, music and videos, or her collaborations, arianaxreebok and arimoji. The majority of her posts are insights to what she is up to recently, whether that be on tour, dressing up with friends for Halloween, FaceTiming her grandmother, or various selfies. All of her posts appear to be created by her personally which is why I believe she consistently gets millions of likes on every post, she creates a real connection with her fans through her pictures.
Grande does a good job of posting consistently with a good mix of what she is working on and insights to her personal life to keep her followers interested. She could continue to improve her Instagram by interacting with her audience more. Perhaps reposting images from fans, creating contests, or posting her own pictures or videos of interactions with fans. Doing this would further reinforce her love for her fans and help to make them feel like she notices and cares about them.
Ariana’s YouTube Vevo page is like a typical music artist’s page with music videos, lyric videos, and videos of live appearances and performances. She only has about 75 videos on this page, all with a professional impersonal feel. Each video links all of her social media pages in the description box as a way to get connected as well as a link to where to purchase her songs. Grande surprisingly also has a personal YouTube page that has been active since 2008. When she first began posting it was before she hit it big.
Many of the videos are silly skits she made with friends, and her singing covers of songs. Once she had her breakout on the music scene, her videos started feeling more like the ones on her Vevo page, less personal and more of a focus on her music. She used to post frequently on this page, however her latest video currently is from a year ago. While her YouTube page is successful in providing her music to her fans, she has very little audience interaction. Since she started producing music as her main focus, she seemly stopped posting any type of personal videos for fans on this page. I think that the change to more professional definitely needed to occur, on the other hand, she could’ve cultivated a more intimate connection with her fans has she kept up with her videos.
Similar to her YouTube page, her Facebook is more of a professional page to promote her music and other work. All of her posts are impersonal, just highlighting new projects from Grande. Even her about page provides limited personal information, just stating business information about her as a musician. Though her posts obtain tens of thousands of likes and comments, Grande has very little fan interaction. She does not reply to any comments from what I can tell, and she does not try to engage with them through contests or by asking them questions or anything along those lines. This profile is definitely effective at highlighting Grande in a professional light in her work as a serious musical artist, however the only personalization to the page is that it is linked to her Instagram page and thus has some personal pictures from that. Her Facebook page does its job, but it is not her most effective social media platform to promote Grande as both a brand and as a person.
Grande periodically posts on Snapchat, but is not an avid user at all. Snapchat is probably her least used social media platform of them all. When she does use it, she will post promotional images or just silly videos of her day. Some days she will post numerous videos throughout the day, and other times she won’t post for weeks. As she tweeted back in 2015 when she first got the app, she wanted to use it to connect on another avenue with her fans but she does not like the platform at all.
Even though she does not use it often, when she does I think that it is effective to show fans in a more casual way Grande’s personality and what she does on a day to day basis. I think that people have mixed feelings about Snapchat as it is a casual simple way to communicate and show your everyday life, but if thousands of people are looking at it, you can become paranoid about what they will think about your daily life. I feel like this might be why Grande does not like the app as she wants to maintain some privacy and less judgement in her life.
Overall, I found that Ariana Grande is very successful across her social media platforms. She does a great job of posting up to date information that will keep her followers interested. While she is not as active on some platforms, collectively they all work together to form Grande’s brand as a musician, activist, and person. Although they are effective, I think that Grande could greatly benefit from increasing her fan interaction. She does an excellent job of this on Twitter, but not on any of her other profiles. Not only will she make her fans feel more engaged but she will be able to reach a broader audience and develop a more dedicated following. Making fans feel like they are being seen and providing them with a way to connect with other fans will further improve the effectiveness of her social media profiles. On another note, I think that she could greatly improve her digital footprint by either deactivating accounts that she doesn’t use often, or begin utilizing all of her platforms more effectively. Through this, Grande will be able to take advantage of all the different benefits each platform provides, not only getting her work out to more people, but improving her connection to her target audience. If she is able to better reinforce her relationships with her existing fan base, she will then be able to further cultivate a larger following.