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Earlier this year, T-Series became the first-ever YouTube channel to cross the 100-million subscriber mark by beating the Swedish YouTube celebrity Felix Arvid Ulf Kjellberg’s channel PewDiePie. The music company now aims to build the same kind of audience on Instagram.

Coming as a blessing in disguise, with no media spends and complementary tagging by these celebrities, the music company has garnered more than two million following on Instagram.

One thing that surely gives leverage to Bhushan Kumar-led music label T-Series on social media is that all the celebrities whose movies and songs are going to release under the music company’s banner make it a point to tag T-Series on their Instagram handles.

Celebrities such Salman Khan, Sonakshi Sinha, Kartik Aaryan among others have been seen tagging T-Series for their upcoming movies and songs. Recently, Salman Khan and Sonakshi Sinha posted the music teaser and tagged T-Series for the upcoming Dabangg3 songs.

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Salman Khan’s post reached more than 12.5 lakh people alone on Instagram.

T-Series’ huge library of content and its association with hundreds of celebrities and influencers every month has helped the company leverage the audience and build its own. So, it doesn’t need to put much spend in promotion on social media as they get complementary posts.

The celebrities’ massive fan following put a direct impact on T-Series audience as the posts reach to all of them. Also, one can decipher the same from Sheeko Brandscore graph below that T-Series fetches regular spikes in reach due to this strategy.

Content on T-Series includes music from various movies it has the rights for, original songs, music videos by the label and a strong library of devotional content.