𝐌𝐞𝐝𝐢𝐚 𝐒𝐭𝐮𝐝𝐢𝐞𝐬 ❀ 𝐂𝐡𝐞𝐥𝐬𝐞𝐚 𝐓𝐢𝐫𝐭𝐚: Social Media: Research & Development

Here is the social media research and development for our main artist. This blog post is written by me (Chelsea) and my teammate (Kalista). There are also additional information (development) I've written myself (Chelsea) for further explanation.

₊˚ ✧ ━━━━⊱ RESEARCH ⊰━━━━ ✧ ₊˚

Below are the artists' social media (Instagram page) we choose to research from our genre: BIBI and Sabrina Carpenter. We choose these artists in particular because they are pop artists who share similarities with our main artist, who we also chose as a pop artist. Pop artists typically follow similar social media page conventions, particularly when a new song or album is released. As a result, we can draw inspiration from them and create our own social media content in line with their style, but also different enough to create our own branding and uniqueness to our musical artist.

BIBI Social Media Research (made by Chelsea):

View link here

Sabrina Carpenter Social Media Research (made by Kalista):

View link here

┏━━━━━━━━━━━━━━━━━━━━━•❃°•° Self reflection°•°❃ •━━━━━━━━━━━━━━━━━━━━━━━┓

Before we create our own social media account for our main star, Cinta, it is crucial that we conduct researches of the social media accounts of famous pop artists, especially on Instagram, as this will help us understand what methods work best for engaging audiences and developing a strong artist identity. By analysing how these pop artists present themselves online, we can identify the key trends and audience expectations. This will help us to create an engaging social media presence for our own star, while shaping a unique identity that still fits within the pop genre. We also choose artists that create similar content from which we can draw inspiration from.

Researching this is fun and enjoyable for both of us since we can annotate any important notes to be pointed out. While each of them has a huge fan base, it is also easier for us to analyse how their audience interacts with the artist and other fans. Since we found lots of inspiration and ideas to implement (especially from Sabrina Carpenter), this helped us to make informed decisions when developing our star's online presence, thus I hope that this research will be helpful when we develop Cinta's social media account, ensuring that it feels relevant and appealing for our target audience to successfully relate to and connect with.

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₊˚ ✧ ━━━━⊱ DEVELOPMENT ⊰━━━━ ✧ ₊˚

For our main star’s social media, we would like to use several platforms to reach a wider audience and increase accessibility to our targeted audience. Below are the social media platforms that we considered to use:

We specifically choose Instagram for our star’s main social media page, this is because it allows us to communicate with our main target audience which would be teenage girls (the popularity of this platform may also boost audience engagement and to grow a fanbase). Instagram's platform layout also helps us to maintain a consistent aesthetic, which is a key in shaping a memorable and professional artist identity.

We also will consider utilising Youtube specifically for long videos such as the music video itself, behind the scenes video and if possible, a teaser video to generate audience's excitement. Posting the artist's music video in this platform will help us to further increase visibility since it is the go-to platform for audiences as it is free, easily accessible and helps them to discover, watch and share content across all devices.

We will use Linktree as a supporting medium where audiences could have easier access to star’s social media in one page. It allows us to share multiple links (music, socials (Instagram, Youtube, Spotify, X, Tiktok, etc), (if possible) merch) through one single URL, which helps to boost engagement and accessibility to our target audience.

Below are the step-by-step development in creating our artist's (Cinta Kyle) social media pages for each platform:

-ˏˋ. INSTAGRAM ˊˎ-

1.) PROFILE

ACCOUNT NAME

We made sure to include our artist's name “Cinta Kyle” or “Cinta”. This is because we want to make her profile easier to find, which boosts recognition and strengthens brand identity.

Below are our list of ideas:

@cintaaa (simple & catchy)

@itscintakyle (classic celeb style)

@callmecinta (cool & casual)

@cintakyle (clean & simple)

@cintakylee (informal & casual)

@whoiscintakyle (mysterious, intriguing & cool)

@callmecintakyle (confident & casual)

@notcintakyle (playful, trendy)

@cinta.official (classic artist handle)

@dearcintakyle (intimate & unique)

@cintakyleofficial (formal)

@cinta_xx (xx for kisses, cute loving)

@cinta.xoxo (fun & affectionate)

@xoxocinta (loving)

After a discussion together (with the group as well), we highlighted some of the choices above and analysed further to help us with our artist’s final account name. We also checked if the username we wanted is taken or not in Instagram since it is not possible to have more than one of the same username in the app. Below, Chelsea checked the availability for each possible username combinations (✅ = available, ❌ = not available):

✅ @itscintakyle
❌ @callmecinta

❌ @xoxocinta

❌ @xoxo_cinta

❌ @xoxo.cinta

✅ @xoxo.cintaa

✅ @xoxocintaa

✅ @xoxo_cinta

✅ @xoxocinta_

According to us, the use of “_” or “.” in an artist’s username is not considered professional. Therefore at the end, we have decided to use the name @itscintakyle, in which we think it is a strong username because it feels personal, memorable and authentic. The "its" adds a casual and conversational tone, as if she is introducing herself, creating a friendly and approachable vibe. Moreover, the username we chose is simple, easy to spell and consistent with her artist identity, so we think it is great for her brand recognition across different platforms.

ACCOUNT DESCRIPTION

An account description is important to help create a strong first impression to our target audience, where the artist is introduced or guides them to their products (music video, digipak & other links). For our star's account description, we've thought about 2 ideas shown below:

The Weekend out now! 💋

Xoxo,

Cinta 💋

Since her trademark distinguishes her from other artists, we have considered using the kiss emoji (💋) to her description so that audiences may easily recognise her. It also creates a flirtatious and confident tone — exactly what we want to establish for our artist — and allows her to express her personality in a quick and fun way using only emojis.

We ultimately choose “The Weekend out now! 💋” for our artist’s description to promote her newly released album. The use of short phrasing and an exclamation mark creates a sense of urgency and grabs audiences' attention easily. By this, it keeps the focus on her music while also reinforcing her brand identity in a fun and engaging way.

In contrast, "Xoxo, Cinta 💋" may feels more warm and personal, however, it does not promote any of the artist's latest release or allowing audiences to engage further. We all thought that it works well for her general branding, but not in the context of promotional efforts.

PROFILE PICTURE

These are some possible profile pictures that we might use for our artist's social media account. We may choose between personal (selfies) and professional (pictures taken by someone else, professional clothing) photos to choose from.

After discussion, we agreed to use this (shown below) as her profile picture. A selfie picture is good for an artist because it feels personal and helps our target audience to connect to the artist on a more human level (making her more relatable). The direct mode of address (looking towards the camera) also helps to build emotional connection with viewers, and the slight blurry camera helps to build authenticity.

Overall, here is how our artist's Instagram profile look like:

2.) POSTS

PLANNING & BRAINSTORM

Before developing our own Instagram posts, it is better for all us to brainstorm and plan the possible content to create instead of posting immediately or randomly to ensure that every post is relevant, has a purpose, avoid repetition and supports our artist's identity. We wanted to maintain a balanced mix of content (personal & professional), and we listed out several ideas on what to add for our social media on a piece of paper during class (image below). Chelsea wrote these but this was discussed together as a group.

Following that, Chelsea and Kalista discussed about the content we should create based on the list that is appropriate for our artist's account. Due to limited time, we have to carefully consider the balance of content we need to develop from scratch and content that we only need to upload using pre-existing photos.

Following discussion, we've chosen to include 12 posts to our artist's Instagram account. In order to show her development as a new artist, we want to highlight her life prior to her debut in the first bottom postings. Gradually, her branding will become more noticeable in the more recent posts. Here is our draft list of ideas (We apologise for the messy handwriting).

In order to preview how the layout would look like before we begin posting, Chelsea offered to create a DIGITAL MOCKUP of the social media page. The development is explained in this presentation below:

View link here

Final Instagram page digital mockup (without labels):

Final Instagram page digital mockup (with labels):

Next, we utilised Google Spreadsheet to schedule our posts and plan our caption (attached below). Using spreadsheets to organise the posts we plan to post on Instagram has improved convenience because the posts are labeled and structured. Since we have a list to keep track of whether we have posted the carousel posts, captions, or any other postings, this spreadsheet has also helped us reduce the chance that we will forget them.

View link here

POSTS DEVELOPMENT

1.) Travel dump

Our first post will present travel pictures we took of Cinta, which includes a self-photo, a view and a picture of her holding a beverage. Although we had no connotations in terms of what she is wearing, other than the glasses, which gives her a confident style that has remained consistent throughout her musical career. Since we want to highlight her before her song/album debut, she does not have any clear branding in this post.

Caption choice: To help the audience know where she travelled, we used emojis like "🐚🌊" that are related to the landscape of the photos as well as the location name. The use of small capital letters (in which we will also employ this in all of her posts) feels more relatable and authentic, which help matches with our target audience (teenagers in the gen-z age).

Why we choose these pictures?

Travel pictures will portray the artist's lifestyle as adventurous (loves travelling) and cultured which helps audience feel connected by showing her real life "behind the scenes".
Travel pictures will increase engagement and aesthetic appeal since pictures like these are visually appealing (especially the landscapes and holiday spot locations) that attract high engagement from fans.

2.) Singing (song cover) video

For her second post, we asked Cinta to perform a cover of the upbeat song "Pocket Locket" by Alaina Castillo. This reflects her confident personality, and is also advantageous because it can also help audience connect through the positive and high-energy vibes. Her real personal as a soft person may be seen by her use of the pink cap. It is immediately clear that she is a real artist when she sings with a microphone rather than without any props. Moreover, performing it in her home setting with relevant background items like flowers and a guitar gives the setting a more personal and genuine feel, which we think will appeal to our target audience.

Caption choice: We choose a flirty, playful and confident caption that perfectly matches a pop artist's gen z tone. We think that the use of abbreviations and an emoji that resonates her trademark (kiss "💋") makes it feel more casual and relatable for our target audience.

3.) Pilates vlog video

Besides music, we would like to highlight our artist's hobbies, one of which is pilates, which is also featured in her music video during the vanity scene where a yoga mat is used as a background prop. Finding a location to film this will be a little challenging, so we were lucky that our star was out of town and will be visiting a pilates studio at that time. If it was okay with her, we requested her to film a few short clips of her there, and she gladly agreed! Combining the clips creates a visually appealing and well-made result because there are several clips of her performing the exercises as well as static shots of the place and her waving to the camera, which helps foster connection with audience. The choice of emojis and typeface also improves the mood of the setting and the video as a whole.

Caption choice: The poetic rhythm of "a little grace, a little strength, a lot of gratitude" matches the calm energy of pilates itself. We also wanted to show her gratitude by thanking her coach and tagging the studio, making her more likeable as an artist with well-behaved traits.

Why we choose this video?

The star is sharing her hobbies, as sharing on their personal interests helps them connect with audience beyond their professional lives which makes celebrities feel more real and down-to-earth.
Pilates reflect self-discipline, self-care and confidence which supports our artist's persona.
We want to show that she's not not just about music, but also wellness and lifestyle which adds depth to her branding.

4.) Childhood -> Now (stage)

We intended to create a carousel post for this one, where the first slide shows a video of the artist singing as a child, followed by a current performance on stage on the second slide. We believe that the video on the first slide is relevant to our post even though it was not taken from us; rather, it is real footage from our main star's childhood. We asked her to send videos if herself singing to a song when she was younger, preferably a toddler, if she had any videos. Kalista decided to cut the video to about 30 seconds because she sent two videos that were one minute or longer.

We wanted to add a nostalgic feeling from the toddler video, and shows how far the artist has come, making her journey feel inspiring for our audience. This type of post will build a personal connection, since it highlights her lifelong love for music and shows that her success is earned.

Caption choice: We deliberately used emojis like "🥹" to add a soft and emotional touch. The caption also thanks her supporters, making fans feel personally appreciated and being part of her journey, which further strengthens fans loyalty and emotional connection.

5.) Tracklist

Why we choose tracklist?

A tracklist can build excitement and engagement since it increases anticipation and hype from fans who have been waiting for the song / album release. We believe that it will invite them to discuss, predict favourites and share their excitement.

The tracklist design will support our artist's branding and aesthetic appeal, in which ours include lipstick marks and handwritten style. This creates a romantic and personal feel, reinforcing the artist's image and theme of the album itself.

We also choose to create a tracklist post for marketing strategy. By teasing song titles, the artist generates curiosity. By this, fans may speculate on meanings, leading to word-of-mouth promotion through discussions on social media.

Caption chosen: The caption we chose is short, playful and interactive. The phrase "stealing your heart" adds a flirty tone that matches our artist's voice. We believe that by asking a question, it invites audience to comment and engage with the post (turning a simple announcement into a conversation). We also carefully considered the emojis we use, where the "👀" sparks curiosity and the "❤️‍🔥" emoji also boosts excitement and energy to help build anticipation for the release.

Here is the development of the tracklist:

View link here

6.) Photoshoot BTS

We decided to post a 3 slide carousel post of behind the scenes of our artist's photoshoot day. For the first slide, we choose a picture of the photo result from the camera's screen, with a black and white filter. Therefore, audience can see the artist through the photographer's eyes, which feels more real than a final polished result. For the second slide, we choose a picture of the artist applying lipstick in front of the mirror, surrounded by the warm lighting, this makes it more relatable and personal especially for our target audience (teenage girls) who may resonate with this "getting ready" aesthetic. Lastly, for the third slide, Chelsea created a short clip edited using an application called Dazzcam so that it looks visually appealing.

Kalista thinks that the first option of Chelsea's two short edited videos suits better for posting (options shown below):

We particularly choose these photos or wanting to post these photoshoot behind the scenes content because we believe that audiences love seeing what goes on behind the scenes, as it sparks curiosity and makes them more likely to comment, share, or ask questions, which boosts engagement on our artist's social media page.

7.) (Scrap) Home dumps

At first, we wanted to post slides of the artist and her home place (since she is based in Bali, the pictures would include the beach, sky / scenery, local paintings, the ocean, snorkeling, everything that relates to it). Sharing posts that includes home would let audiences to know more in depth about our artist, Cinta Kyle personally.

However, we decided to scrap this idea because we were afraid it will stray too far from her artist identity (since the colour palettes are different to her branding) which also lacks narrative content, making it feel off-brand. So even if the island is part of her origin, the way it's shown has to feel on-brand, not just random pictures for vibes.

7.) Karaoke / Party

The next post we want to include is the artist in a karaoke or party setting (casually sings in a karaoke bar, laughing with friends or vibing to music). This shows her as a social and fun person (life of the party), which can make audience want to party with her, not just someone they watch on stage. Other than that, this type of post builds connection with audience since karaoke is something a lot of people do for fun, so this setting makes her more approachable and relatable (vibing with her friends just like any other teens or young adults). We also included a short clip at the end of the slide (mic on her hand, glowing dance floor, partying friends, smiling mid-song) to capture her passion, confidence and stage presence even in a casual setting.

Caption chosen: The phrase we have chosen is carefree and confident that matches our artist's bold and attractive personality. The intentionally used the disco ball emoji "🪩" to emphasise the party and nightlife vibes, while the heart on fire emoji "❤️‍🔥" to emphasise her passion.

Besides images only, Chelsea had intended to use a Capcut template (shown below) to create an edited video. But after talking to her teammate Kalista, she felt that it more closely resembles a fan edit, which we all find unprofessional. We ultimately chose to use a raw clip (with colour correction and filters) and not to use the edit.

8.) Magazine

Why we choose a magazine post?

It positions her as a star on the rise, which makes her feel belong in the world of pop culture and fashion.
We believe the magazine design layout helps to elevate her brand identity (bold aesthetic) which reflects back to her styles, values and personality.
We also believe that it helps to boost engagement as audiences can repost, save and share this magazine-styled post since it may feel premium and inspiring.
We specifically choose one of the famous magazine brand, ELLE, since it is globally recognised and shows legitimacy. We also wanted to create a contrast (since her last post is her singing karaoke with friends, and the next day she's in ELLE), which makes her feel relatable and aspirational at the same time.

Caption chosen: Starting with "me" adds a confident yet personal tone (like she knows she deserves to be there, but she is still letting the moment hit emotionally), and the "still feels unreal" keeps her grounded (even though she is clearly a star, she's not taking this moment for granted). Furthermore, directing thanking ELLE and the team shows respect and professionalism, in which she is sincere and grateful. With this, we hoped that it works best for audience to see as an aspirational and likeable person.

Here is the research & development of the billboard post made by Kalista:

View link here

9.) BTS pictures from MV

Why we choose this content post type?

We wanted to showcase behind-the-scenes to remind the audience that behind the final, polished music video is someone real, fun and hard-working by showing images like laughing, messing up or vibing with the cast.
We feel that this type of content can build stronger connection with audience, since fans undoubtedly will love feeling like they're in on the process. So, after viewing the final music video, it gives viewers a deeper emotional connection to the product.

We definitely took hundreds of the photos behind-the-scenes, however we only choose 8 pictures out of all to be posted. Why do we specifically choose these pictures?

SLIDE 1 (Selfie in front of mirror during shooting): A mirror selfie conveys confidence (like she's owning her image and moment), and mirrors (literally) her MV's theme of self-reflection and identity.
SLIDE 2 & SLIDE 6 (Photo of a scene through the camera's screen): This photo gives a director's eye view, in which fans will feel like they're getting an exclusive sneak peek into what the camera sees vs. what they see.
SLIDE 3 (Main artist and her on-screen love interest): This highlights the contrast between the on-screen toxic relationship and real-life friendship. They're both seen smiling to the camera, while Cinta (main star) leans a bit towards Darrel (main love interest), showing chemistry off-screen.
SLIDE 4 (Artist, the cast, a crew holding a clapboard): They are all smiling to the camera, which captures joy during filming, thus we wanted to post this wholesome moment. This also shows appreciation towards the team.
SLIDE 5 (Ending scene: smiling to the mirror): Other than it looks visually appealing, it reminds the audience of the final MV moment, which extends the emotional impact it had.
SLIDE 7 (BTS of karaoke scene: smiling with friends): This expands her personality as a social, fun and down-to-earth person, the impression we want to make is "she's a popstar but also your favourite party girl"
SLIDE 8 (Holding a heart cutout origami): One of the most memorable scenes from the music video, and we wanted to show a photo of the process.

Caption chosen: The music video / song name is directly mentioned, which is clear and specific so that audiences know what the post is about. The phrase "hope you love it as much as we loved making it" adds a warm touch which humanises the project and the team behind it. Moreover, the tone of this caption sounds like Cinta herself, which came as friendly and appreciative, showing genuine joy.

10.) MV BTS video

After releasing our final music video, we then released a short behind-the-scenes video edited by Chelsea. We choose to post this type of content to promote the final product (MV) which builds anticipation from audience and get more interaction because they feel exclusive and personal by letting them see what goes on off-camera. We also posted this on Youtube to maximise visibility from audiences.

Here is the development & breakdown of the MV BTS video made by Chelsea:

View link here

11.) Billboard

For another professional content post, we want to post a billboard and top hits showcasing the artist's achievements and showing that she is truly receiving recognition (like a "I made it" moment). Being listed on the top hits chart further shows that the music is connecting with audience, increasing engagement as they stream and share the song which create a sense of community (like a "We did this"). A professional post like this positions the artist as both loved by fans and noticed by the industry.

Caption chosen: The use of capital letters shows excitement and energy when giving appreciation to her fans, which will create a sense of gratitude and connection. The disbelief expression shows the artist is in awe of the success with the "??" shows that she is genuinely speechless. Overall, we think that the tone of this caption will make her relatable and likeable by audience.

Here is the research & development of the billboard post made by Chelsea:

View link here

12.) (Scrap) Teaser

The reason why we scrap this idea is because initially, we wanted to discard our MV's intro and will turn it into a teaser. However after consideration, it will still remain in the music video but isn't teased on social media. If we ever considered posting a teaser, we believe it would be a good idea because it quickly captures attention and builds anticipation from audience. It creates a countdown effect, so by the time the full music video drops, people are already waiting for it.

Possible caption: you’ve been patient… here’s your first look 🤭🎶 OR you’ve waited long enough… here’s a sneak peek 🫣♥️ (This type of caption acknowledges our audience's wait, making them feel seen and appreciated, the emojis we choose is playful and slightly gives a flirty vibe).

12.) Digipak

For our final post, we wanted to promote the artist's digipak in a form of a mockup. The digipak design is done by Audrey & Rara, and Chelsea transformed the design to a mockup. A digipak post further strengthens Cinta Kyle's branding through the use of visuals which reflects her personality and tone as an artist.

Caption chosen: "It's real, it's here, it's mine" is a quick and punchy phrase that builds excitement to show how much the artist values this moment, giving her a sense of pride. the "and soon to be yours 💋" will sound like she is talking directly to her fans, building connection. Lastly, the "Don’t forget to pre-order and get yours now 💿" is a clear and straightforward call-t0-action in which we hope will motivate audience to engage, share or buy.

Here is the development of the digipak mockup post made by Chelsea:

View link here

3.) STORIES / HIGHLIGHTS

Instagram Story Q&A

Here is a development of the Instagram story Q&A made by Chelsea:

View link here

Fit checks

Other than the Instagram story Q&A above, we also want to create highlights of her outfits & fashion style through daily fit checks. We choose 6 images of her mirror selfies with her full outfit shown, each story have emojis or short messages that are related to the context or the colour palette of her outfit.

Why fit checks?

To reinforce her visual identity and style, so by regularly showing her outfits, audience can get a more clear idea of how Cinta express herself and her personality through fashion and styling choices.
Mirror fit checks will make her relatable and trendy because our target audience (teenage girls) loves doing them themselves as well.
Aligns with Bulmer and Katz users & gratification theory of personal identity, where audiences may relate to her fashion sense and aspire to be like her through her style.

Highlights overview

4.) AUDIENCE ENGAGEMENT

In order to gain more audience exposure and engagement, we promoted our social media account to our friends or through our own personal social media account in order to increase the account's visibility. As a result, we were stunned by how much engagement it had (in terms of likes, comments & DMs, even from people we do not know) and profile views (up to thousands). Below are just some comments and interactions between fans and the artist:

FINAL SOCIAL MEDIA PAGE

Here is the link to our Instagram social media account: https://www.instagram.com/itscintakyle/

-ˏˋ. YOUTUBE ˊˎ-

Link to our Youtube channel: https://www.youtube.com/@CintaKyleOfficial

Channel name: "Cinta Kyle Official" the full artist name makes it easier to recognised when searching, the official adds up to the professionalism and ensure that this is the real account (not fan pages or fake accounts).
Videos: We posted Cinta Kyle's official music video (to grab attention and increase visibility) as well as the behind-the-scenes (to build loyalty) to maximise audience reach and build emotional connection.
Profile picture: A professional close up picture of the artist to make her easily recognisable so that audience can instantly identify who the channel belongs to (Similar to famous pop artists like Sabrina Carpenter, Taylor Swift, etc).
Channel description: The Weekend out now! 💋 highlights her latest release for people to stream, and a Linktree that gives audience one place to find all her other platforms (explained further below, Linktree section).

-ˏˋ. LINKTREE ˊˎ-

Link to our Linktree account: https://linktr.ee/cinta.kyle

As explained above, a Linktree account for our artist makes it easier to organise several social media platforms for audience to click which saves up space and shows a clean layout. For the creation of Cinta Kyle's Linktree account, Chelsea offered to help.

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While Audrey and Rara are in charge of research and development for digipak, I (Chelsea) and Kalista are in charge of social media research and development. Since I can utilise my creativity to create creative and engaging content that would encourage audience involvement on our page, I would say that I find this process to be rather enjoyable. Making a Google Spreadsheet has also proven to be quite helpful in helping us plan more efficiently and keep track of everything we post or don't. In order for both of us to contribute, my teammate and I divided up the work of scheduling and creating the postings. We also made sure to get feedback from our other teammates and one another on if the content was appropriate before posting. They first gave their approval when we showed them the mockup of our Instagram page, but after we started posting, they decided it would be preferable to make some changes. As a result, we had to remove the posts and repost them. Even though it took longer, I came to understand how crucial open communication is for everyone to work together more effectively and accomplish the results we all want. In the end, I believe that our main artist's entire social media page has effectively reached and connected with our target audiences since every account information, posts and caption are carefully considered and intentionally picked for certain reasons. We also created engaging and unique content that people can resonate with. Additionally, I think that our artist's branding is highly strong because it uses colours (a specific shade of red), visuals and tone to create branding that is immediately recognisable across our other products (music video and digipak).

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𝐌𝐞𝐝𝐢𝐚 𝐒𝐭𝐮𝐝𝐢𝐞𝐬 ❀ 𝐂𝐡𝐞𝐥𝐬𝐞𝐚 𝐓𝐢𝐫𝐭𝐚

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Sunday, March 9, 2025

Social Media: Research & Development

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