#if game reaches a slightly larger audience let it be known there WILL be favoritism for the OGs

[bwobgames]

All 5 beebo fans are god's strongest soldiers

[noonaduck]

SeXd (sex ed) pt.2

Pairing: BTS OT7 x reader genre: Fluff,smut, non idol Au Warnings: some heated making out Words: 2993 A/N: At first I tought about adding more sexual things into this chapter but then i thought ‘‘Hey the reader is so new all to this so lets take it slow at first.’‘  IDK if the part 3 will be published as fast as two first ones. Summaray: Y/N is a woman who is inexperienced in anything when it comes to relationships and sex. Luckily her friend Jimin along with his six other friends decide to show her what she has been missing.  If you want to be tagged msg me or send ask. Starting from this point I won’t add you if you ask to be tagged in comments.

1. < 2. > 3. 

tags:  @lylanie12 @hopeivx @vannilacake @mina-messed-up  @lonely-hufflepuff @soularbangtan @all289854 @hobitoons @vanessalovesonedirection @bbjel 

[gifs belongs to their rightful owners]

You are tapping the table nervously while looking out from the window. You are waiting for Jungkook at small cafe who is supposed to take you to your first date. You have no idea what he had planned for you but he had said that you should wear something casual. After long debating between yourself you had ended up with blue hoodie and pair of jeans. Your hair was on loose ponytail and you had added only slightly make up, you were after all going for that natural look.  The cafe is empty except three other customers which you are grateful for. In your small meltdown its better that there isn't many witnesses. You felt excited and scared at the same time. There was seven amazing men and one plain you. Sometimes you wondered that did they see same person which you saw every time when you looked into mirror. You look impatiently passing people trough the glass and sipped your almost empty drink. You weren't huge fan of coffee so instead you were drinking mug of hot chocolate. ''I'm sorry that I'm late.'' Familiar voice startles you from your side. 

Jungkook had entered the cafe while you were looking out of the window deep in your thoughts. He looks unfairly good in his simple clothing. He is wearing black leather jacket over white v-neck shirt and pair of black jeans where is zippers on the sides. On his feet is plain black sneakers and lonely silver earring is hanging from his ear. ''It's okay. I haven't been waiting for long.'' You smile softly and Jungkook sits opposite of you. ''Good. It was kind of hectic at my workplace. My boss was breathing for my neck about some missed deadliness which I'm sure he hasn't even mentioned before.'' Jungkook sighs. Jungkook works at small accounting company and his boss is known his demanding nature. ''So, do you want to anything to drink or what you are planned for us?'' You ask while spinning your spoon in your mug nervously. ''There is no need. I will eat on the site of our date.'' Jungkook grins excitedly and rubs his hands together. ''We have one hour before we have to be there so take your time with your drink.'' You phone dings and you pick it out from your pocket. ''Do you mind if I look what was it?'' You gesture towards your phone. ''Go ahead, I don't mind.'' Jungkook assures you. You smile for thanks and open your message app to only notice that you have message from Jimin. Jimin: *I hope that you and Kookie will have good time :)* You: *Thanks, I'm kind of nervous.* Jimin: *Don't be, everything is going to be fine and if it isn't just message me anytime. If kookie even looks you wrong give me a call and I will come to rescue.* You:  *Haha, I'm sure that its not going to that.* Jimin: * Just making sure that you know I'm there for you* Jimin's last message makes you blush and Jungkook looks you curiously. ''What was it? Something nice?'' ''It was Jimin.''You admit smiling shyly. ''Oh, I see. I hope he didn't spoil anything to you.'' ''So he does know where we are going?'' You are turning more curious. ''Yep. Did you finish your drink?'' Jungkook asks and you take one last sip from your hot chocolate. ''All done.'' ''Good, let's get going then. We need to get a taxi so we be on time.'' Jungkook stand up and waits you to collect your jacket and purse. When you exit the cafe you are simmering for excitement. Luckily you are able to get a taxi quite fast and you sit into backseat. Jungkook gives the driver an address that sounds familiar to you but you can't still pinpoint where you have heard it before. Jungkook glances you nervously but sighs on relief when there isn't expression of knowledge on your face. The back seat feels small and it doesn't help how Jungkook's thigh rubs yours time to time. You are relieved when you finally get out of the car and into fresh spring air. Jungkook pays for the driver and you look curiously around. You are on the parking lot of the sports stadium. There is cars parked everywhere and mass of people is heading towards the doors. ''I hope that you like basketball.'' Jungkook smiles shyly when he sees your curious face. You spin around and face Jungkook who has came to stand next to you. ''I used to go watch my little brothers basketball games on his high school. I'm not expert of the sport but I found it quite enjoyable.'' You give Jungkook assuring smile and he seems relieved. ''Shall we go then?'' Jungkook asks and offers his hand to you which you instantly accept. You end up following steam of people and waiting your turn on the line. Jungkook's hand is much larger and warmer than yours, his hold has calming effect to you and feel like your insecurities are slowly fading into back round. When it is finally your turn to get in Jungkook hands your ticket for the man by the door. The lobby is full of excited people who are wearing merchandises of their favorite team. You frown when you notice that you and Jungkook are almost only ones who isn't wearing colors of their team. ''Don't worry. I left all my fan goods at home so I wouldn't ruin the surprise for you. If you like we can by something to support our team.'' Jungkook tells when he notices your glances towards the other basketball fans. ''Really?'' You ask excited. ''Wait which one of them we are supporting?'' You add soon awkwardly. Jungkook tells you the team's name and you head into line where you can buy items to support your choice. Jungkook buys scarf for you and pennant for himself even when you insisted that you could pay yourself. When you are done Jungkook lead you to your seats which are located right in front row. The noise of fans cheering for their favorite teams is deafening. ''Wow, I think that I have never had this good seats in any event.'' You are thrilled. ''Thanks for it belongs to my boss, as much as he can be ass sometimes he is good with his bonuses.'' Jungkook rubs his head awkwardly while blushing. ''Aww, you are so cute.'' You coo and his blush deepens. Jungkook coughs and changes the subject. ''There is about fifteen minutes before the game begins. I was thinking that we could go buy something to eat when half time comes. I know that hot dogs aren't the most fancy food, but I hope it is okay.'' ''Hot dogs sounds fine.'' You assure Jungkook. The audience has finally found their seats and chanting to their teams to come out. The stand darkens and loud music begins to play. Spotlights sweep on the ground when the teams come out followed by loud cheers. Even you and Jungkook join the screaming mass. You don't know what you had hoped for your first date, but you were pleasantly surprised for Jungkook's choice. A Judge blows the whistle and the game begins. The game pulls you's and Jungkook's attention completely and you cheer and boo in all the right parts. Even one point when the opposite team makes a score you both scream with red faces. You are having so much fun that you forgot to be nervous. Finally the half time comes and you and Jungkook head for the food stand. The line is long, but at least it moves fast. ''Do you know what you are going to get?'' You ask while standing on your tiptoes looking for pictures on top of the stand. There is basic hot dogs, sodas and other fast food options on display. ''I usually take the same thing, hot dog with spicy sauce and cucumber salad.'' Jungkook shrugs his shoulders. ''Maybe I should try it too.'' You agree and Jungkook grins widely to your words. ''I'm sure that you are gonna love it.'' Soon is your turn to order and you take bottles of coke with your food. You find free stand table and head towards it. You put your hot dog on the table and sip your drink. You take a first bite from your food and began to cough. Your mouth is on fire. ''This. Is. So. Hot.'' You wave your hand in front of your mouth even though it doesn't actually  help you. ''Are you okay? Is it too spicy for you, I can get something else for you if you want...'' Jungkook frowns his brows worriedly. ''No, its okay. I was just surprised that all. I knew that the hot dog would be spicy, but not this spicy.'' You grin. Jungkook looks you insecure at first but his frown turns as smile when you keep assuring him. ''I'm glad that Jimin was right when he told me that you like basketball.'' Jungkook says and takes a bite from his food. You don't know how someone eating can turn you on. You look enchanted how his mouth moves when he chews his food or how his lips turn even redder caused by the spicy food. ''Y/N, did you hear what I said?'' Jungkook smirks, he surely had noticed your stare. You blush and clear your throat. ''I didn't know that he had told you about it.'' ''well I asked what kind of interests you have so I could plan an evening which you would enjoy.'' Jungkook tells shyly. You feel so happy, never has a guy gone so far that they would have tried to get to know you better, at least not intending to make sure that you are enjoying yourself. You smile widely and reach for Jungkook's hand which is resting on the table.  ''Thank you.'' You smile gratefully. Atmosphere is changing from light and happy for something entirely different. You never knew that someone being thoughtful towards you could be huge turn on. ''Do you want to learn something new today?'' Jungkook asks his voice low. ''What you want to teach me?'' You are curious. Your first tough has that he wanted to tell something about basketball but his eyes were telling a different story. ''I will teach you how to kiss properly. I know that you kissed Jimin, but you both were drunk and I doubt that you did it correctly'' You feel heat rising inside of you when you quickly agree to his offer.        Jungkook leads you towards the restrooms and you look him surprised. When he sees your confused face he explains. ''Half time is over soon and everyone will be focused to the game so there wont be people hanging around the restroom.'' Indeed every person who you are passing by is hurrying back towards their seats. Jungkook pulls you inside of ladies room, which is empty for your luck, and heads into the furthest restroom booth.Luckily there isn't stalls where everyone could look under or even over if they were tall enough or standing on toilet seats. Instead the restroom was full of those small rooms where was small sink alongside of the toilet seat. Jungkook pushes you in gently and locks the door behind of him. The booth is small and you both are barely able to fit in at the same time. And still Jungkook is capable to spin you around and pull you to sit top of him on closed toilet seat. You are so close to him that you can hear his beating heart. You are glad to know that you aren't only one who is affected. ''So, what I do next?'' You finally break the heavy silence. Jungkook seems to shake himself from his thoughts before he answers. ''At first put your arms around my neck.'' You obey him fast, at least the first step is easy. ''Lean closer, good. Then tilt your head little on to other side and... well its best that I demonstrate the next part.'' Jungkook takes hold of your hips and tilts his head to opposite way which you are. Jungkook comes closer and the distance gets even smaller between you. Your hear is beating faster and your hands are getting sweaty. His breath smells like cherries when he finally kisses you. The kiss begins slow and Jungkook moves his lips softly against yours. You are insecure what to do at first but try to mimic his lips movements. You seem to be doing quite well when his hold on your waist tightens. Jungkook parts from you and looks you with indecipherable eyes. ''Second step is when I'm going to kiss you again, open your mouth slightly.'' Jungkook pushes his lips back to yours before you are able of answer. You can hear cheers of basketballs fans somewhere in far distance. You part your lips like Jungkook told and his pink tongue comes to explore your lips. He licks your lower lip and your breath hitch on your throat. For your surprise Jungkook's tongue slips inside of your mouth. Surely you know hot to kiss in theory, but still his actions caught you of guard. His tongue explores your mouth following your teeth and searching trough your mouths roof. You feel Jungkook hardening in his pants. You are first to pull away and look him with wide eyes. Sure you felt already hot and bothered, but Jungkook hardening under you came in shock.

''Don't worry we don't have to do anything to it. I would never force you to do anything that makes you uncomfortable.'' He assures you when he sees your worried eyes.  Jungkook pushes curl of hair, which has escaped from your ponytail, behind of your ear. Even though his face is hungry his movements are slow. ''Is there any other steps that I can learn about kissing?'' You ask shyly by Jungkook's surprise. ''You can always do the actions to your partner which I have taught you, but there is one another step we can try.'' His cheeks are covered in light tint when he says this. Opening bathroom door surprises you and soon nearby bathroom stall's door is shut. Someone is in the bathroom while you two are practicing kissing. You freeze and Jungkook notices your distress.  ''Or we can stop here and return to watch the game. I believe that there is at least twenty minutes left.'' ''What the last step is?'' ''Are you sure? We can stop Y/N.'' Jungkook looks you worriedly. You are tired of not knowing anything and you don't surely want to stop on half way. ''I'm sure.'' You look back to Jungkook with so much of determination that he finally agrees. ''Last step is making out.'' He finally tells. You hear someone leaving the bathroom booth and washing their hands. ''How making out is different from kissing?'' ''Well Kisses can be quite innocent, but when it comes to making out it usually includes lot of touching. I'm not talking about gentle sweeps of other person's cheek, I'm talking about hot hands wandering along others body.'' Jungkook words makes heat rise to your face and you feel more than slightly turned on. ''I want to try that.'' You admit quietly. ''O-okay.''Jungkook  is turning red as well. ''So basically we kiss like I did teach to you and touch each others bodies. If I make you uncomfortable at any point let me know.'' Soon you are kissing again and this time you follow Jungkook's lips with your tongue. He parts them gently and let's you take a lead. You slip your tongue into his mouth when his large hands starts to wander on your body. At first his actions are rather innocent and his hands move along your sides. You pet his neck hair with your fingers which are still dangled to his neck. You deepen the kiss and then Jungkook grins against your core. You gasp out loud but don't stop kissing him which Jungkook takes as a green light. He repeats his actions and soon his hands find hem of your shirt. His hands feel warm against your skin and you tighten your grip on his hair. Jungkook moans gently when you tuck his hair too hard by accident. Interesting that he has a hair pulling kink you note to yourself. Jungkook's had reaches higher and soon his fingers touches hem of your bra. You pull apart panting for air and you look each other breathing heavily.

''More.'' You demand filled with lust from the man. ''More what?'' Jungkook struggles little when he tries to find his voice. ''Touch me more.'' You pull himself again into another kiss. Jungkook obeys and soon he squeezes your breast top of your bra. Your hand begins to slide along his torso and small gargle sound leaves from his throat. Jungkooks free hand starts to wander towards your pants and when he is about to open the button of your pants loud cheering disturbs you. ''I'm so happy that we won.'' Cheerful female voice says and soon the bathroom is filled with chattering voices. You part away with wide eyes. The game must have ended.

Jimin is laughing his ass of to your story. ''So you had to wait basically and hour in small restroom booth until you were able to leave.'' ''It's not so funny. I was scared to death that someone will break in and find us in such situation.'' You sulk and poke your salad with your fork. You are at the theaters break room during your lunch break when Jimin has insisted that you tell him about your date.  He had hear some details from Jungkook but he wanted still hear your version. Jimin leans closer to you and you can't help but glance towards his lips. ''So did you learn anything?'' He asks with low voice. You are sure that he knew but wanted you to admit it yourself. ''I learned proper way of kissing.'' You admit whispering. You and Jimin gain few curious stares from your coworkers when you are so close together but you both ignore them. ''I'm sure that there is going to be other thing to learn on your next dates.'' Jimin smirks and pulls away. ''Like what?'' You are curious. ''You'll see, you'll see.'' Jimin refuses to let anything on.

[stretchjournalemerson]

The Lost and the Holy People: Worship of Musicians as a Religious Behavior and Possible Substitute for Religion

By Chloe Callahan - 

I was last in line for The Struts VIP experience. In the small, dark space that was the Paradise Rock Club, I stood at the top of the stairs, looking down at the stage. I was starting to get bored; I had been standing in line for three hours. My then-boyfriend and I had been at a Red Sox game earlier in the day and we were exhausted, but I had been dreaming of this day for so long I resolved to push through the discomfort.

The VIP manager, who had disappeared nearly half an hour earlier, came back into the stage area and announced that “the boys” were coming.

Suddenly the whole line was energized. I watched hungrily as The Struts came from underneath the stairs opposite me, one by one. Luke Spiller, Adam Slack, Jed Elliott, and Gethin Davies. My heroes. A scream went up from the VIP line. There were only about twenty-five of us, but we filled the club with our excitement.

My eyes locked onto Luke, all but forgetting my poor boyfriend behind me.

“He’s even prettier in real life,” I sighed.

However, as I waited my turn to meet the band I had been worshipping for four years, I noticed something: they were wearing their street clothes. Luke Spiller, known for flaunting fabulous ensembles worthy of Freddie Mercury, was wearing a Jurassic Park t-shirt, a sherpa-lined jacket, and Keds. Looking down at him from the top of the stairs in the dim lighting, he looked human.

A little part of me sunk in disappointment. I wanted to feel the hot pink silk of his famous angel kimono; I wanted to be dwarfed by him in his glittery, high-heeled boots. The man standing before me was a mere two inches taller than me, and we were practically wearing the same outfit.

When I reached the front of the line, Luke was the first to hug me. He was solid, yet I felt I had been touched by a divine being. I hugged the rest of the band, and they asked me questions, joked around with me, and told me maybe I could drum with them one day. They really were human, I saw, just real people I was having a conversation with. The fact would be lost slightly when they emerged later in their heavenly stage ensembles, but for now they were just chatting with me like we were old friends.

It was a conversation worth the three hundred dollars I paid for it.

***

Celebrity Worship Syndrome is a psychological condition that has been heavily studied in recent years. Defined as “an abnormal phenomenon whereby individuals become virtually obsessed with one or more celebrities,” it affects a wide range of people who may or may not realize that they are affected (“Extreme” Maltby et al. 247). There are three levels of Celebrity Worship Syndrome (CWS), which are often measured using the Celebrity Attitude Scale created by Dr. Lynn E. McCutcheon, one of the leading researchers in the field of celebrity worship. The first dimension is entertainment-social, which is a healthy interest in the works and career of a certain celebrity, and the desire to share such interest with friends and family. The second dimension is intense-personal, which includes “intense and compulsive feelings towards one’s favorite celebrity.” This dimension is associated with some psychological disorders such as depression and anxiety, neuroticism, body-image issues, and poor relationships. The final dimension is the borderline-pathological dimension, which is associated with extreme dedication and “maladaptive forms of admiration” that push individuals towards “criminal behaviors and addiction.” (Zsila et al. 654)

Several studies have linked religious behaviors to celebrity worship syndrome, though not a lot of research has been done on whether certain religious behaviors fall into certain dimensions of CWS. Therefore, this essay will not focus on extreme degrees of behavior; rather it will focus on how CWS affects the average person. More specifically, it will focus on the music fan.

Rock stars have long been the standard for fame. Particularly in the latter half of the twentieth century, to achieve rock star status would be to achieve the ultimate level of success. In recent years, as the popularity of rock music has faded, the pop or rap star has risen as the new standard. However, this essay will be primarily focusing on rock musicians, as rock and religious behaviors were intertwined for so long.

This essay will explore how people who worship musicians may substitute music for religion, what behaviors come of this, and why this behavior might occur.

***

Music and religious worshippers have long shared similar behaviors. The most important of these is the ritual of the concert. The rituals differ between each band or musician, just as rituals differ between each faith of branch of a religion. However, one thing that is universal is the presence of some form of preacher spreading their message to an eager audience.

Rupert Till is the Associate Dean International in the School of Music, Humanities, and Media at the University of Huddersfield (“Rupert Till”). In his essay “The Personality Cult of Prince: Purple Rain, Sex and the Sacred, and the Implicit Religion,” Till notes the way in which Prince overtly played on religion in and conducted his concerts as if they were sermons. In particular, his film Let’s Go Crazy begins with the phrase “Dearly beloved, we are gathered here today,” which “places [Prince] in the position of Christ or deity, marrying, possessing, and becoming one with his worshippers…” (Till 148). This kind of intimacy between musician and fan mimics the connection to God religious worshippers seek when attending church services.

In addition to connecting with their idol, the concert is also one of the best ways for fans to connect with each other. I created a survey with Google Forms to gather information about people’s associations between their favorite musicians and religion, as well as their level of celebrity worship through the use of the Celebrity Attitude Scale. The survey was posted in a Facebook group for Struts fans called “Strutters - The Struts original authorized fan group.” At the time of this writing, the group contained 4,996 members. Of the fifty-three respondents to this survey, thirty-two said they enjoyed listening to their favorite musician while with a large group of people (Callahan). The feeling of being part of something larger than oneself is clearly appealing to both religious and musical worshippers. Till mentions how Prince has his audience “mimic his hand movements,” which allows the audience to feel connected to Prince and to each other (Till 148). The connection between all these separate souls could very well be seen as a spiritual experience. One respondent to my survey wrote, “The front row of a Struts concert is very much like a religious experience. I liken it to Rapture- a total euphoria of the senses that at the same time controls you and heightens your emotions while moving your entire being…” (Callahan). Both concertgoers and churchgoers can exalt in this sensation of losing themselves among their faith during their respective rituals.

Some music worshippers invest so much of themselves in these rituals that they make pilgrimages. Author Kevin McCarron traveled to five major rock and roll attractions in England. While two of them “official” tours and museums were made for tourists, the other three “unofficial experiences” held a sense of sanctity (McCarron 169). Strawberry Fields, where John Lennon’s ashes were scattered, the house where Freddie Mercury died, and the site of Marc Bolan’s car crash have all been converted into shrines to those artists. There are no “official” tours to these sites, so individual travelers have to make their own way there to leave offerings such as flowers and messages on nearby walls. (McCarron 169) At the site of Mercury’s death, among countless messages, one in particular perfectly summarizes the theme of the comments: “Freddie you are a God” (McCarron 170). These pilgrims, as McCarron refers to them, clearly had deep, intense personal connections to their favorite artists. They were willing to travel from great distances to pay their respects, just as religious pilgrims might. In Islam, making the pilgrimage to Mecca is a form of dedication to Allah. It is a long journey to prove one’s devotion to their religion. A pilgrimage to Strawberry Fields or Mercury’s house suggests a similar level of dedication.

***

Why do people form these intense religious bonds with their favorite musicians? There are several reasons one might be drawn to these behaviors and allow music to fill the role of religion in their lives.

The relationship between religion and CWS was studied by Dr. John Maltby, another lead researcher in the field of celebrity worship. He found that the tendency to worship celebrities decreases as religiosity increases (“Thou” Maltby et al. 1157). This might suggest that those who worship celebrities in similar ways to how one might worship a god are using celebrity worship as a substitute for organized religion. This aligns with celebrity mental health expert Donna Rockwell’s theory that celebrity worshippers are looking for guidance and a sense of identity that they cannot find within themselves (Rockwell). Those who subscribe to recognized religions often worship their gods for a similar reason. They are asking for help and guidance from their god.

In agreeance with Rockwell’s theory, Till argues that music fans feel that something is missing from themselves, so they turn to musicians to fill that part of their identity (Till 143). He describes in detail how similar this is to religious practices:

“This is preceded by katharsis or purification, the emptying out of self, addressing the void, stillness, and space, so that the “divine” popular icon can indwell the empty vessel. The process is also similar to the concept of theosis in Christian theology, the transformation of believers into the likeness of God, including transforming the mind, character, and self, as well as the imitation of, or union with, God (Finlan and Kharlamov 2006). . . . As members of the audience imagine themselves being or possessing a pop star, they are then embodied as larger than life characters, godlike beings, possessing the star as they consume them and becoming possessed themselves by the character of the star” (Till 144).

This is the greatest appeal of worshipping a musician: the power that comes with admiring such a powerful being. When I asked the Strutters what they found most appealing about their musician, the large majority said stage presence, personality, or lifestyle (Callahan). People are drawn to the exciting life that comes with being a rock star, and they wish they had that form of power. Therefore, they look to musicians to fill that hole in their identity.

There are several things that make the rock star lifestyle so attractive. Maltby found in his study that respondents tended to choose their favorite celebrity based on entertainment value (“Thou” Maltby et al. 1168). This correlates to the answers from my study, particularly for the twelve respondents who named stage presence or some variation thereof (energy, live shows, interactions with crowds, etc.) as the most appealing factor of their musician (Callahan). The excitement of watching someone with such lively energy tends to create a desire to mimic that energy.        

In fact, the love of a performer’s energy might stem from a fan’s desire for sensation. Patrick Litle and Marvin Zuckerman of the University of Delaware found that “high sensation seekers,” or people who have a higher desire for stimulation and thrills, prefer to listen to rock music and dislike religious music (Litle and Zuckerman 576). This is consistent with Maltby’s negative relationship between celebrity worship and religiosity. Those who worship musicians, particularly rock musicians, are craving a higher sense of excitement than traditional religion can provide.

In a similar vein, Maltby also found that there was a large overlap between “intense personal feelings” towards a celebrity and the celebrity’s sex appeal (“Thou” Maltby et al. 1169). The arousal caused by a musician’s stage presence certainly lends to a fan’s attraction to them. Till noted how Prince used his androgynous, homoerotic sexuality to set himself apart from other musicians (Till 144). This played into his “mediapheme,” or his persona as a cultural icon, and was a major contributor to his success (143). Most stars today incorporate their sex appeal into their personas to attract the kind of attention Prince had. Three respondents in my survey claimed sex appeal or appearance as the most appealing quality of their favorite musician (Callahan). While this may not seem at first to have any relation to religion, Till writes that a widely recognized definition of religion is “that relating to the sacred and profane” (Till 142). Many people view overt sexuality as “profane” or offensive to their religion. By playing off of this and emphasising their sexuality, then combining this with the sermon-like nature of their concerts, musicians create a perfect blend of the sacred and the profane.

***

Another strong appeal for music fans is community that comes from other fans. Maltby claims that religious individuals seek “protection or comfort” and “participation in a powerful in-group” from their religion (“Thou” Maltby et al. 1159). A religious group finds strength among its numbers; members of churches tend to form special bonds between each other and their god. They hold church events, such as potlucks, extra prayer services, drama productions, and fundraisers. They form an exclusive community for those who think the same way they do.

Music fans seek the same community. For most of music history, concerts were the way to find that community. Now with the advent of social media, community does not have to stop at concerts. It can be found in Facebook groups, Reddit threads, and Tumblr blogs. In my survey, thirty-seven of the fifty-three respondents agreed that they love to talk to other people who admire their favorite band or rock star. In addition, forty respondents said they enjoy just being around others who like their favorite musician. (Callahan) These fans find comfort in being part of an “in-group” as Maltby phrases it. When asked what they find most appealing about their favorite band, several people mentioned the community of fans surrounding the band. One respondent said “They have a great fan community, and I’ve met people who I consider lifetime friends now. Karl, who is like a member of the band gets us into venues early when he’s able and the fanclub, takes great care of us” (Callahan). Members of these fan groups help each other out, just as a church group might help a member.

Considering that people who worship celebrities tend to be less religious, it is likely that people seek out the community of a music fandom when they feel alienated from other religions. The youth audience, in particular, tends to turn away from religions that might alienate them for various reasons. They may be LGBT, struggling with issues that cause them to feel abandoned by their family’s god, or disillusioned with the church’s teachings. For many of these individuals, music fills the void in a more relatable way. Indeed, in my survey, 54% of respondents between eighteen and twenty-nine said they might associate religion with their favorite musician and 54% said they definitely would associate their musician with worship. This was a larger positive response than any other age group. (Callahan) People in this age group are, at the youngest, just moving into college, and at the oldest, usually still figuring themselves out. Their newfound freedom might help facilitate a break from their family’s beliefs and lead them towards musical worship.

My Chemical Romance, one of the hallmark bands of the emo genre, appealed most heavily to people around this age, particularly if they came of age post-9/11. According to Sia Michel’s article for the New York Times, “...the hit single ‘I’m Not Okay (I Promise)’ became a rallying cry for a growing base of alienated kids weaned on war, school shootings, and constant terrorism threats” (Michel). Religious institutions might be hesitant to approach these issues beyond offering “thoughts and prayers,” but bands like My Chemical Romance address them openly, offering comfort and hope.

Similarly, Hayley Kiyoko rose to stardom through the worship of young people. Her first hit single “Girls Like Girls” was an anthem of sapphic love, and Kiyoko gained so much popularity that people started referring to her as “Lesbian Jesus” (Pollard). The LGBT community has been historically alienated from most religious communities, so it appears that young LGBT people have sought out their religion in a musician who sings about feelings and sensations that they can relate to.

***

Most people would argue that they are not celebrity worshippers. They may not realize how much CWS affects their life. Maltby found that “many religious persons either ignore [the Christian teaching to worship no other Gods] or, due to compartmentalisation, they fail to perceive that celebrity worship is actually a violation of that teaching” (“Thou” Maltby et al. 1170). This implies that people who exhibit any of the aforementioned behaviors may not actually realize that they are acting religiously. In other cases, they may realize they are doing so, but be hesitant to admit it. One respondent to my survey wrote, “My intellectual side knows better than to ‘worship,’ but it’s such a ‘special’ thing when you love the music and message of an artist and that feeling can sometimes be so strong it borders on worship!” (Callahan). Whether one is willing to admit it or not, there are clear connections between the worship of musicians and religious behavior. It may not be a recognized religion, but music has the potential to fill that role in someone’s life, particularly if they are looking for community or identity.

***

I never got the name of the woman standing in front of me at the Struts concert, but if Luke Spiller is the Jesus of rock and roll, then she was an apostle. She was older, probably in her late forties, and her 80s-style perm was starting to gray. She held a handmade sign that read “Pittsburgh to Boston, 17 shows.” This pilgrim had been following The Struts around the country for two months, and she had been at every show since the Body Talks Tour began.

This was my first Struts show, and the woman welcomed me into the community. She let me hang my bag on the front row barrier with hers so I wouldn’t keep tripping on it, and when someone in the back threw a beer at my boyfriend, she pushed us in front of her protectively. I was delighted to learn that the Strutter community was just as friendly and welcoming in real life as they were online. Among fellow fans, with the woman’s maternal protection, I was free to enjoy the religious experience that was front row spots at my favorite band’s concert.

I wish I had asked that woman her name, and more than anything, I wish I had her life. I would have loved to become a pilgrim like her, travelling around the country to hear the words of my rock gods, surrounded by fans who felt the same as I did.

Unfortunately, the concert ended and I was beckoned back into the real world. However, from that moment on, the Paradise Rock Club became a sacred place for me, a place where I had felt for the first time like I truly belonged to a religion, singing and dancing along to the messages from the band that meant so much to me.

Notes

The title of this essay, “The Lost and the Holy People” comes from the song “People” by The Struts.

The survey “Rock Idols Survey” was posted in  “Strutters - The Struts original authorized fan group,” which contains 4,996 members at the time of writing, on March 30, 2019. The survey contained two parts. The first part gathered general information. Questions included age, gender, level of dedication to traditional religion, number of times the respondent has seen their favorite musician live, how far they would be willing to travel, how much money they would be willing to spend on tickets and merchandise, their experience meeting their favorite musician, and if they would ever associate the words “religion” or “worship” with their favorite musician. Part two contained the Celebrity Attitude Scale, created by Dr. John Maltby. The scale is comprised of 34 statements and asks respondents to choose a number between 1 (Strongly Disagree) and 5 (Strongly Agree) to indicate how strongly they relate to the statement. 53 people responded to the survey.

Acknowledgments

Thank you to Luke Spiller, Gethin Davies, Adam Slack, and Jed Elliott for providing me a religion. Thank you to Professor Mary Kovaleski-Byrnes for her insights, as well as my Research Writing classmates for their excellent workshopping skills. In particular, thank you to Eitan Miller, Matthew Pifko, and Rachel Lamarre for their in-depth peer reviews. Thank you to the 53 Strutters who took my survey, and finally, thank you to the nameless Strutter woman who made my first Struts concert a magical experience.

Works Cited

Callahan, Chloe. “Rock Idols Survey.” Survey. 30 Mar. 2019.

Litle, Patrick, and Marvin Zuckerman. "Sensation Seeking and Music Preferences." Personality and Individual Differences, vol. 7, no. 4, 1986, pp. 575-87. ScienceDirect, doi:10.1016/0191-8869(86)90136-4. Accessed 9 Apr. 2019.

Maltby, John. "Celebrity Attitude Scale." University of Leicester, www2.le.ac.uk/departments/npb/people/jm148/scales/celebrity-attitude-scale/view. Accessed 9 Apr. 2019.

Maltby, John, et al. "Extreme Celebrity Worship, Fantasy Proneness and Dissociation: Developing the Measurement and Understanding of Celebrity Worship within a Clinical Personality Context." Personality and Individual Differences, vol. 40, no. 2, Jan. 2006, pp. 273-83. ScienceDirect, www.sciencedirect.com/science/article/pii/S0191886905002552. Accessed 9 Apr. 2019.

"Thou Shalt Worship No Other Gods — Unless They Are Celebrities: The Relationship between Celebrity Worship and Religious Orientation." Personality and Individual Differences, vol. 32, no. 7, May 2002, pp. 1157-72. ScienceDirect, doi:10.1016/S0191-8869(01)00059-9. Accessed 2 Apr. 2019.

McCarron, Kevin. "Pilgrims or Tourists?: Rock Music and 'Shrines' in England." Critical Survey, vol. 7, no. 2, 1995, pp. 165–171. JSTOR, www.jstor.org/stable/41555911.

Michel, Sia. "Fresh From the Garden State, in Black Leather and Eyeliner." The New York Times, New York Times Company, 22 Oct. 2006, www.nytimes.com/2006/10/22/arts/music/22mich.html. Accessed 9 Apr. 2019.

Pollard, Alexandra. "How Hayley Kiyoko Became Pop's 'Lesbian Jesus.'" The Guardian, Guardian News & Media, 22 Feb. 2018, www.theguardian.com/music/2018/feb/22/hayley-kiyoko-on-her-lesbian-pop-this-is-bigger-than-i-thought-it-was. Accessed 9 Apr. 2019.

Rockwell, Donna. "Celebrity Worship and the American Mind." Huffington Post, Verizon Media, 9 Jan. 2018, www.huffingtonpost.com/donna-rockwell-psyd/celebrity-worship-and-the_b_13794782.html. Accessed 28 Feb. 2019.

"Rupert Till." University of Huddersfield, pure.hud.ac.uk/en/persons/professor-chill. Accessed 9 Apr. 2019.

Spiller, Luke. “People.” YOUNG&DANGEROUS, Interscope Records, 2018, track 6. Spotify, open.spotify.com/track/2UX7vJSvl4fVHaFoHY9meL?si=hhVvza3xTCuq_RdIj8ZZNQ.

Till, Rupert. "The Personality Cult of Prince: Purple Rain, Sex and the Sacred, and the Implicit Religion Surrounding a Popular Icon." Implicit Religion, vol. 13, no. 2, 2010, pp. 141-59.

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Razer Basilisk Ultimate

I'm a big fan of Razer's Basilisk mouse line. This family of right-handed gaming mice, designed in the first-person-shooter (FPS) style, is known for having a button where the tip of your thumb rests. It's one of the most comfortable fits in PC gaming. When Razer made a cheaper model, the Basilisk Essential, I sung its praises, too, for bringing the form factor to a larger audience. Now, for the power-gamer set, Razer has made a $169.99-MSRP wireless version, the Basilisk Ultimate, that updates the Basilisk design inside and out, cuts its cord, and adds wireless charging through an optional dock. In other words, one of the best gaming mice just got a bunch better.

Don't Mean a Thing If It Ain't Got That Wing

The Basilisk Ultimate's core look and feel remain mostly unchanged from the original. It's technically an 11-button, right-handed model, though it has only nine customizable buttons. On top, you have the usual two main clickers, a scroll wheel that clicks, and two resolution-swapping buttons. On the side, you have two macro/shortcut buttons and a detachable FPS-minded "sniper" paddle that, by default, drops your tracking resolution to low sensitivity for precise clicking.

Last, underneath the mouse is a button that cycles quickly among the Basilisk's five onboard profiles without making you open Synapse, Razer's configuration software. Also, as on the other Basilisks, a dial on the underside lets you tune the scroll wheel's sensitivity, which keeps you out of system settings if you like to tweak that parameter often. So where do the last two "buttons" come from? The scroll wheel on the Basilisk got a little hop-up: In addition to the usual scroll-wheel down-click, you can now tilt the scroll wheel to the left or right. The tilt function feels great in action, both for everyday use and in gaming. While browsing the web and looking at documents, I found myself tilting the wheel to scroll up and down pages instead of rolling it. (The default function is repeat scroll.) In games, it pays to reconfigure these tilt actions to your key commands, as it's faster to tilt the wheel, where you already have a finger resting, than to reach a side button by repositioning your thumb. The Basilisk Ultimate isn't the only mouse adding these inputs here in late '19, but it's the first I've reviewed, and I hope more companies embrace it.

As I suggested up top, my favorite thing about the Basilisk is its shape, which remains mostly unchanged. With a footprint of 5.1 by 2.8 inches (including the thumb wing) and at 1.65 inches tall, the 3.8-ounce Basilisk Ultimate is nearly identical to the original. Your hand still falls perfectly into place and rests naturally on the mouse in a way that you never feel the need to grip or maneuver your hand to get comfortable. Plus, you need to make only small movements to hit any of its essential inputs. Part of the comfort is the thumb wing, which returns and continues to stand apart, despite the fact that so many mice employ some kind of extended thumb support. This one isn't too large or too small, and the curve is just the right shape to let you rest your thumb for long play sessions, or to support it while you grip the side of the mouse. I did note a couple of small differences. The Basilisk Ultimate has a pair of extra lighting elements, comprising a pair of thin accent lines high on the mouse's sides. On the thumb side, the line sits right above the macro buttons. It's subtle, but the added lights, along with the lighting in the palm and scroll wheel, make the lighting a strong element, especially since you can actually see the side lights while you're playing. (They won't be covered by your hand, as mouse RGB bling tends to be.)

The detachable sniper paddle on the Ultimate is slightly shorter than what I remember on the original Basilisk and the Basilisk Essential, so for some players (myself included), you may need to reach a bit to tap it. If you don't use the paddle often, this may be a blessing, as you'll be less likely to tap it by mistake when gripping the mouse in a tense moment. If you use the paddle often, that could be a slight but noticeable quibble. Internally, the Basilisk Ultimate has had a few technical upgrades. First and foremost, the click panels in the Basilisk Ultimate now use Razer's new optical mouse switches, which it introduced earlier this year in the esports-focused Razer Viper. Razer claims the switches cut out microseconds worth of delay on each click, allowing for faster, more accurate clicking. Having used multiple mice with these switches (and many without) the difference was not perceptible to me, but I can attest that the panels deliver a good, quick click.

The Basilisk Ultimate also features Razer's new Focus+ sensor, which is also in Razer's other new high-end mouse, the Viper Ultimate. The new sensor bumps the highest tracking settings up to a whopping 20,000 dots per inch (dpi) and 650 inches per second. In more practical terms, it's more than capable of keeping track of your movements even when you're whipping your cursor across multiple monitors like a player possessed. That accuracy wouldn't mean much if the Basilisk Ultimate didn't also have strong wireless connectivity to maintain the connection. Using Razer's radio-frequency (RF) wireless tech (which the company dubs "Hyperspeed") over a USB dongle, the Basilisk Ultimate achieves a stable connection with 1,000Hz polling, bringing lag down to an imperceptible level. Gaming-mouse makers have figured that dongle-based wireless connections are the way to go, so this isn't quite as grand an achievement as it sounds, but it's noteworthy as many serious gamers still swear they need a wired connection. It may also explain why Razer decided to forgo Bluetooth support.

Like the Viper Ultimate, the Basilisk Ultimate supports wireless charging through its proprietary, USB-connected mouse dock. The dock comes with the $169.99 version of the mouse reviewed here, but it is also sold separately. Having a wireless charging solution really makes using the Basilisk Ultimate feel like a true wireless experience. Plus, the Basilisk gets decent battery life. Razer claims "up to" 100 hours, and I found the mouse needed a recharge every four or five days, but that feels near-inconsequential if you have the charging dock. When you need to charge, you simply park it on the dock, then remove it when you need the mouse again. It requires no cables to connect or disconnect, so charging is not a hassle at all. It helps that the dock is very well-designed. It holds the mouse in place on top of the dock magnetically at a jaunty angle, showing off the mouse. (To my eyes, it looks great.) The dock itself is also quite stylish, with a lighting element around its base that you can customize with Razer's Chroma lighting software and incorporate into your PC's lighting look. (It also shows the battery's power level when you dock it.) The dock, thoughtfully, also has a USB port into which you can plug in the mouse's USB RF dongle, so the dock and dongle together occupy just one USB port on your computer.

From Synapse to Chroma

Like all Razer mice, the Basilisk Ultimate supports the company's suite of configuration software—namely, Razer Synapse for button-mapping, and Razer Chroma for creating custom lighting. These apps haven't changed, which is fine, because I find them visually appealing and easy to use in most respects.

As I mentioned earlier, the Basilisk Ultimate can store up to five profiles in its internal, on-mouse memory, including a default profile. You can also make additional per-game profiles on your PC, which you can tie to specific games and apps or swap in for other onboard profiles. Having the ability to swap among the onboard profiles on the fly without accessing Synapse is a nice touch. While Synapse is easy to use, it's much quicker to press a button than open an app.

Measuring a Mouse's Worth

The Basilisk Ultimate completes the wireless fantasy, looks great, and feels comfortable. It does everything I want a gaming mouse to do. There is, of course, a catch. And that's the price: that whopping $169.99 MSRP.

Even if the mouse sees some modest discounting shortly after release, that's a lot of dough, and I certainly wouldn't begrudge anyone for saying it's simply too much for any mouse. You can find cheaper wireless mice out there, as well as several cheaper Razer Basilisks. At the same time, in light of my other favorite wireless mouse this year, the price may not be completely out of line, when you factor in that many wireless charging mice, including the Logitech G502 Lightspeed, require you to spend extra money on a proprietary charging pad to use wireless charging. If you're looking at the Basilisk Ultimate at or close to its list price, bear in mind that it should include the dock. Dock or no dock, the Ultimate will be a splurge for most gamers, no doubt. But it's worth the cash for any hardcore gamer (especially a Razer-gear loyalist) who prizes quality software and shortcut-making, lots of programmable buttons, smooth wireless operation, and a slick look. Read the full article

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Making Sense of Instagram Stories – For Digital Marketers there is a Bigger Story

NOTE: This article was originally published on the Huffington Post in August 2016. For digital marketers and search engine optimization consultants, the news that Instagram released a product called Instagram Stories should be well known by now. As I dove into the Stories feature, I discovered that there is a bigger “story” so let’s take a look.

Stories is a new feature that sits at the top of your newsfeed allowing you to inject a “stream” of photos or videos which like Snapchat expire after 24 hours. Since these pictures and videos cannot be viewed beyond a 24-hour period, many have cried “copycat,” as the similarities to Snapchat are stunning. But as creators know, Snapchat doesn’t make life easy since the app does not feature a user suggestion page or a simple way to share snaps. This makes it difficult for brands and personalities to grow their audiences (and go viral).

Instagram, it appears, is addressing this gap by putting a new spin on the storytelling platform with an improved user interface and “discovery” portal. It’s this portal where regular users may now be found, rather than publishers or featured and sponsored events only.

It’s not hard to imagine with the improvements Instagram made over the Snapchat experience, that influencer’s who were considering jumping onto Snapchat no longer feel the need. I don’t see brands and influencers on Snapchat today jumping ship completely. But I do believe that those who were on the edge of joining will conclude they no longer have the urgent need to start snapping. 

Is this a huge risk to Snapchat as some like TechCrunch have suggested? In short, no. Evan Spiegel and his team are panicked. But I have to think they aren’t happy about the situation either since Instagram has a more defined ad tool with audience data, analytics, and API. After all, there are a lot of brands who have grown large Instagram audiences, and who can now turn on Stories to create a compelling live experience. Watch this tutorial on how to use the Instagram Stories feature.

What does Stories mean for Content Marketers?

A recent study in The Information found the average number of Instagram posts per user has declined since 2013. While for the same period of 2013 to 2015 video consumption on Snapchat hit over 10 billion views per day logging a 25 percent increase between February 2016 and April 2016. And according to Instagram’s blog post introducing Stories: “With Instagram Stories, you don’t have to worry about overposting. Instead, you can share as much as you want throughout the day — with as much creativity as you want.” 

If we break this all down, it means content marketers have yet another vehicle to use to seed, drip, or flood the market with their messages. 

Could Stories Become a “brand-to-consumer” Messenger App?

When social media launched into the mainstream, people were excited about the opportunity to talk directly with their favorite celebrities and brands as well as their friends. This is fanning the huge rise in social messaging platforms, from Facebook’s Messenger and Whatsapp growing to over 1 billion users each, to Snapchat becoming a dominant platform for person-to-person picture and video sharing including messaging among teenagers.

“With Instagram Stories brands can engage their audience one-on-one.”

With Stories, Instagram may be about to make a move into the messaging space. If Instagram cracks social messaging, the app will become much more than sharing. Which backed by an array of in-the-moment stories and conversations, means Instagram could become its own legitimate social network. Perhaps this is what Zuck and Systrom planned all along? 

I can see brand marketing teams running Q&A sessions via Stories with users/customers/sales prospects sending in questions via Instagram Direct, and the brand answering them inside their story. Stories will also be an excellent vehicle to send 1:1 video messages to customers, fans and followers. The possibility to knock down the wall between the ‘B’ and ‘C’ (business and consumer) with Instagram Stories is pretty exciting.

Stories = New Engagement Opportunities

Stories could be an ideal way to add authenticity and engagement to the content that appears in feeds. If the Instagram feed today has become a place for only highly polished, pre-produced photos and video, with Stories, brands can take their followers on a journey, telling the story behind posts in their feed. 

As an example, imagine if Puma ran a promotion featuring a well-known athlete that popped up in the Instagram feed, with an offer to get up close and personal in the locker room or courtside after a big game or event. It’s not hard to think that Puma could benefit by receiving hundreds of thousands, if not millions of views.

The cool thing is that this technique could be adopted by brands of all sizes or companies from any industry. A car dealer could take you on a test drive of a hot new model. And a chef could post a picture of a new dish, and by so doing further create buzz by having a well-known food blogger review it. The possibilities are endless which is why content marketing can be an amazingly powerful brand and messaging extension.

Stories Can Power a Rise to the Top of the Feed

All content and social media marketers should be aware of the algorithm change Instagram recently announced. This adds a filter to the Instagram feed and shows users at the top of their feed the posts they’ll most likely be interested in seeing. 

Instagram co-founder, Kevin Systrom, when he was speaking with the New York Times, referenced that some users miss 70% of their feed: “What this is about is making sure that the 30 percent you see is the best 30 percent possible.” Which seems like a curious statement as I would think that the company would be concerned about the 70% of content that is getting “lost.” Rather it seems that they have accepted this fact and are focused on improving the ability of the app to surfacing quality content (over quantity).

Stories will be a good way for brands to stay top-of-mind on the platform even if their content today isn’t at the top of the user’s feed. Experimentation with stories, and being a stand-out early adopter, could help brands to capture their follower’s attention and boost engagement across the platform. 

Stories, is the Perfect App for Content Creators, or is it More Suited for Content Consumers?

Instagram will likely get credit for catering to content consumers more than Snapchat, but it seems not to want to abandon creator’s, too.

By keeping follower data front and center, Instagram solved a problem for people wanting to share a form of content not initially supported. Now, not only can you create time-limited video content, you can also check out exactly who’s seeing what, and when. And more easily than you can in the platform that invented it may I add. 

Snapchat innovated by creating a new kind of user behavior, not just a new type of content. They didn’t only invent snaps, but they taught the world how to “snap” and now that this behavior is commonplace, Instagram is building on the “language.”

Snapchat’s website states on any given day they reach 41% of all 18 to 34 year-olds in the United States. And according to a recent study, 32% of US teens list Instagram as their most important social network, which is notable for a few reasons. First, regardless of how we look at Instagram, nearly one-third of their users see them as a social network. Second, Snapchat is already skewing slightly older. If you resisted joining Snapchat or Instagram up to this point, it’s time to revisit this decision. 

Instagram Stories is not perfect, and it’s easy to label it a knock-off. But, I predict that if Instagram’s bet pays off, Stories will be the go-to destination for short-lived content, of the type that Snapchat defines in their app.

Marketers, Listen Up, there is Something you Need to be Paying Attention To!

Instagram Stories with Photos and Videos that disappear after 24 hours mimics Snapchat’s main feature. But in addition to the benefits of making your content more “discoverable” organically, Stories also provides the opportunity to create highly focused campaigns and social contests. Due to the 24-hour viewability window of Stories, your followers will have a sense of urgency regarding content consumption which could enable you to post experimental content, and if successful, roll it out broadly on your “regular” profiles and social accounts. 

“Post offbeat branded content and request private feedback to watch your individual engagement soar.”

When an Instagram user follows your brand, the account will show up with a colorful ring around it signifying the release of new Instagram Story content. The takeaway? It is time to increase your follower count so you can be top-of-feed and top-of-mind on as many feeds as possible. This will give you unprecedented ability to place organic content in front of users. Something that will be increasingly valuable as more and more social networks become pay-to-play. And there are no ‘likes’ or ‘public’ comments with Stories so users can only respond by sending a private message to the publisher’s account via Instagram Direct. 

Stories Are Ideal for Local Businesses

Local and small businesses have an advantage when it comes to new marketing apps and tools like Instagram Stories. It’s advisable to tweak your strategy as you progress and learn because larger companies will struggle when it comes to creating a platform strategy and content. This means smaller organizations can quickly capture an edge as they experiment with new marketing approaches and tools.

Small businesses with fewer resources to apply to social media will need to uncover the optimum balance between Stories and more permanent posts. Regardless, the primary focus should remain on cultivating the community through ongoing dialogue and engagement. Ultimately this means deciding which content deserves the urgency of Stories, and which requires the characteristics of the traditional feed. 

Social media managers must consider that though similarities with Snapchat exist, the reach isn’t the same. Don’t assume the Instagram Stories audience will look just like Snapchat’s audience. A noteworthy aspect of the release is the number of users currently on Instagram versus Snapchat, as well as the demographic differences. For Instagram’s audience, Stories allows them to stay on the platform rather than learn a new one. Stories is a good way to test content, discover what works, and adapt as needed.

A recent case study of Instagram Stories vs. Snapchat came from Nike who was able to generate 800,000 views in 24 hours for an Instagram Story. In comparison, on Snapchat, Nike’s best video received just 66,000 views. How did Instagram beat out Snapchat by more than 10X? 

One observation is that on Snapchat, heart icons are missing for people to express approval. And, it’s hard to follow accounts as users must know the exact name of the person or business in order to discover them. In addition, Instagram offers compliance for alcohol brands which is key because of government regulations that restrict viewing of alcoholic advertising to people of only legal age (21 or older in the US) or older.

How to Use Instagram Stories to Grow Your Business 

Local business owners are stretched as there is never enough time for activities that fall outside the core of developing and delivering their goods and services. Let’s take a look at how a small business owner might use Instagram Stories as a way to not lose touch with their customers.  

One way is to use Stories at an event to show what happens during the preparation period. If you have a big annual promotion that involves setting up a special event or arranging for larger than normal shipments, this can be the perfect trigger to grab your phone and walk into the middle of the hustle and bustle or chaos of the preparation.

Talk to your people and have them do a brief impromptu interview on what they are doing to “make the event happen.” On the lead up to an event and post-event, you can repurpose key parts of the story to accompany social media content from your blog. One secret to squeezing in content creation into an otherwise busy schedule is to stop thinking of each piece as a magnum opus.

By creating many small snippets that can be used individually, or assembled into a larger whole, you don’t have to set aside large blocks of time for “content creation.” Instead, content should be created organically throughout the normal course of your business day. Whether you post each snip as it is created, or later edit a few together, it depends on your strategy and purpose for the content. Also, the distribution channel may influence your approach.

Instagram Stories and Snapchat are certainly best for real-time “in the now” video and pictorial postings, whereas YouTube in comparison, is likely a better forum for search engine marketing-oriented content that will have a life beyond the next 24 to 72 hours.

An important caveat is that frequency matters on short lifecycle platforms like Snapchat and Instagram, and you should be careful to not fully duplicate your content across social networks. But if you have adopted the practice of creating many short snippets throughout the day, the odds are that you have many usable differentiated pieces from the same event. 

The most successful social media marketers all started with one subscriber or follower. But how to promote your Instagram Stories is a legitimate question. One of the best methods I’ve seen is to use other media and social channels to encourage people to follow you. 

A turbo charge tip is to invite brands or partners with a mutual interest in your success to take over your Instagram Story for the day. Most small business owners feel overwhelmed at the thought of needing to keep pace with content creation. But, you don’t have to be the sole producer as there are sources right outside your door happy to promote your business. Many brands are already doing this with their Instagram accounts and extending the practice to Stories is not a big leap. 

Instagram Stories for Digital Marketers

For search and digital marketers looking to test Instagram Stories, there are few things to consider. 

First, you will need to provide a balance between planned, produced and raw content. If your community expects polished content don’t be afraid to test your audience to see what resonates, but be sure to ease your audience into new content types. This is where behind-the-scenes footage can serve as an ideal content type. By definition, “behind the scenes” is where the interest is likely short lived and perfect for the Stories format.

Second, prioritize the feed. Instagram encourages brands to prioritize the feed as the community looks to brands for high-quality content. Your Instagram feed is where fan engagement and reach is guaranteed for organic and paid social traffic. 

Third, evaluate the role of platforms. With Stories, the lines between Instagram and Snapchat are blurred. You will need to evaluate the role each platform plays in your social ecosystem tapestry. For example, you may want to post to Snapchat “in the moment” interviews, while Instagram is a better platform for scripted or prepared experiences.

Fourth, measure performance and know your metrics. If you are using Instagram Business Profiles (and you should be), you’ll want to spend time in the analytics, particularly examining reach and impressions. Stories are not expected to affect content in the feed but it will be worth monitoring whether Stories is attracting a new audience or creating additional engagement with your current audience. 

What’s your Story?

We are in the golden age of internet marketing as the leading platforms continue to develop ever more powerful ways to connect with an audience. I would love to hear how you plan to utilize Stories to grow your business, further penetrate a market, or expand your social marketing and content initiatives. Learn how SEO can complement your local marketing strategy and provide a massive boost to your online presence and authority. Ready to get started? Complete this short form to see if your business qualifies for our expert marketing assistance.

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