Pop Culture Marketing in the Publishing Industry: "Good Luck, Babe!" (Routledge Research in the Creative and Cultural Industries)

This comprehensive study examines how UK publishers leverage pop culture across TikTok and Instagram, analysing over 1,000 posts from sixteen publishers during twelve months.The research demonstrates how pop culture functions as a powerful distribution mechanism within the attention economy, utilising gender dynamics, trending content, strategic timing, and music to connect authentically with target audiences. This evidence-based guide provides practical insights into how UK publishers effectively harness pop culture on two of the industry's most crucial marketing platforms.The analysis identifies four core elements, music, trends, timing, and gender, that publishers can strategically employ to communicate with audiences in their native digital language, thereby boosting engagement and expanding reach.Through detailed examination of visual content, audio elements, captions, comments, and hashtags, each chapter reveals current publisher strategies, highlights successful approaches, and