After sitting through two weeks worth of teasers for the new TWICE single, I thought about how much a comeback promotion can vary from group to group and company to company. Certain groups, like BTS, can release one single teaser with a full length track, and give you enough anticipation to last you through to the release. Then there are some groups that give you a teaser for each member, a track spoiler, and additional previews so that by the time the album is out, you are on the edge of your seat.
It’s interesting to see the philosophy behind it all. Some groups start out and they know their exact formula so they stick to it for the rest of their careers. But those formulas are so different and they can shift according to how popular the group is. For instance, BTS has always released intros first. Always. But most groups don’t really do intros so their teasers are important for setting the tone of the album.
So what is the secret formula? What works to draw in fans and get them to hit that pre-order?
Frankly, I don’t know. I think that’s what companies try to figure out constantly. It seems, though, that BTS and TWICE have gotten a pretty solid formula. Despite how different they are, they work. I’ve watched every single TWICE teaser for the upcoming comeback and I consistently watch the comeback teasers for BTS.
What are your observations about comeback teasers? Which ones have been your favorite? Which groups do you think have the best comeback teasers? Let me know in the comments!