Events

#BTS_Butter spread Twitter with 300M Tweets globally in 1 month

By YeonJeong Kim

“Butter,” the new digital single from 21st century pop icons BTS (@BTS_twt), has also melted Twitter. Over 300 million Tweets related to “Butter” were generated from people all around the world in a one-month period on Twitter from April 24th, 2021 to May 23rd, 2021 EST, which includes the teaser period before the official release of “Butter.” 31 million Tweets were generated in 1 day when BTS released “Butter” through the group’s official Twitter account (@bts_bighit) on May 21st, 2021. The most popular time for Tweets on that date was from 12:00 AM to 1:00 AM when the single was released. A whopping five million Tweets were generated during that hour.

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Users from around the world who heard the news of BTS’ single release left congratulatory Tweets for the group. Celebrities such as singer Taj Jackson(@tajjackson3), writer  Paulo Coelho(@paulocoelho) soprano Jo Sumi (@sumijo2011) as well as brand accounts such as Samsung Mobile (@SamsungMobile), McDonalds (@McDonalds),  I Can't Believe It's Not Butter!(@icantbelieveits) congratulated BTS on their digital single release.

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A Twitter user sent a Tweet to the official Twitter account of the president of France, President Emmanuel Macron (@EmmanuelMacron), saying, “Mr. President, please stream ‘Butter’ by BTS!” It became a hot topic when President Macron retweeted the message.

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As of the 21st (the day the digital single “Butter” was released), the most Tweets came from the Republic of Korea, the United States, Indonesia, Brazil, Japan, the Philippines, Mexico, Thailand, India, and Peru. In addition, multiple hashtags such as #BTS_Butter, #BTS, #방탄소년단, #BTSBackWithButter, #BTSArmy, and #SmoothLikeButter topped trends around the world.

Twitter has also provided special emojis and congratulated BTS on the release of their new digital single. The special emojis have been available since April 28th. Using the hashtag #BTS_Butter generates a heart-shaped yellow butter logo to symbolize the group’s new song. The BTS and ARMY logos appear in yellow for the hashtags #BTS, #방탄소년단, and #BTSArmy.

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On the day the song was released, Twitter introduced a new emoji in the shape of melting butter for the hashtag #SmoothLikeButter to reflect the lyrics from the song. Twitter also introduced the hashtag #Got_ARMY_Behind_Us as a way to express gratitude for ARMYs, which attracted the attention of fans all around the world.

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The Twitter Music account (@TwitterMusic) also changed its name to “Twitter Music is listening to Butter” which further added to the hot celebration for the release of BTS’ new song.

The performance of “Butter” was first unveiled at the Billboard Music Awards (@BBMAs) held on May 23rd, 2021, which also attracted attention on Twitter. The BBMAs announced the release of the performance video of “Butter” through their official Twitter account (@BBMAs). 

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At the BBMAs, BTS was honored with awards in four categories: Top Social Artist, Top Duo/Group, Top Selling Song, and Top Song Sales Artist. BTS has set the record for winning the award for Top Social Artist for five consecutive years after first winning the award back in 2017.

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Tweets congratulating BTS on their awards poured in from all over the world. 14.4 million Tweets were recorded in roughly three hours from 8pm to 11pm ET on the 23rd when the BBMAs were airing. People from all walks of life, all levels of society, and all social standings continued to send congratulatory messages such as Korean Prime Minister Chung Sye-kyun (@sk0926) and the U.S. Embassy in Seoul (@USEmbassySeoul).

BTS, known for communicating closely with fans through Twitter, also sent a response. The group Tweeted through their official Twitter account (@bts_bighit), “Thank you very much to ARMYs for giving us the honor of winning all four nominations.” The Tweet had 280,000 retweets and over 760,000 likes.

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The excitement continued with the news of the release of BTS’ digital single and awards. We hope you will enjoy BTS’ new digital single “Butter” on Twitter and stay up-to-date on all of the latest information. 

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YeonJeong Kim

‎@TheNolja‎

Head of Global Kpop & K-content Partnerships, Twitter

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