Capture Your Audience

What Every Business Owner Can Learn from the Global Girl Group Katseye and their Gap Collaboration

It may seem like people’s attention span is getting shorter, but in reality, people have access to an immense amount of content, and unfortunately, a lot of it is uninteresting. So how do you stand out and ensure your audience gets your content?

One of the best examples is the global singing girl group Katseye. Formed on the reality television show The Debut: Dream Academy, each member brings something to the table from vocals, dance and stage presence. As they continue their rise to fame, audience members quickly recognized them for their catchy songs, difficult dance routines, and personalities. Yet most recently, it’s their Gap ad that is now catapulting them into the mainstream.

It might feel like a stretch to learn from these young ladies; however, being a business is one aspect you both share. In this blog, we’ll take you through the three main steps Katseye took to capture their audience, and how you can incorporate those ideas into your social media and capture your own audience.

Go Against the Grain and Take Opportunities

You’ve probably heard about how American Eagle landed in some hot water after partnering with Sydney Sweeney to promote their jeans, using the phrase “Sydney Sweeney has great jeans.” Now, this wouldn’t have been an issue if the ad campaign didn’t feature a white, blond-haired, blue-eyed woman as the embodiment of “good genes”—which the general public was quick to criticize as underlying support for eugenics and white supremacy.  

In response, brands like Gap recognized that this was the perfect opportunity to strike and potentially gain a new audience. And that’s exactly what they did with Katseye. 

As of today, the ad has over 30 million views. And while yes, the ad itself is nothing innovative, having a diverse girl group with diverse dancers dancing in your jeans is definitely the exact opposite of a lot of the messaging of today’s social climate. To pack in an extra punch, the ad uses Kelis’ hit “Milkshake”, highlighting the lyrics “My milkshake brings all the boys to the yard / And they're like, it's better than yours", insinuating that their jeans are better. 

Now, we know what you’re thinking, “How does this relate to my business and social media?” Going against the grain and taking opportunities like Katseye starts with answering the following:

• What do I currently see in the market?

• How does my audience react to it, and does it open a possible window of opportunity?

• If so, how can I incorporate it into my social posts?

Keep Moving

Take a moment to celebrate achievements, but don’t stop there. The success of the ad led to thousands of videos of audiences replicating the dance and members of Katseye interacting with fans during livestreams or even in person. It was clear that the audience loved to see them dance and be fun, down-to-earth young ladies. 

But they didn't stop there.

To maintain the momentum, Katseye continued to schedule performances at the MTV Awards, the Grammy Museum and Coachella 2026, as well as collaborate with brands like Jollibee and Pandora Malaysia. 

Now, to keep up your own momentum, what you need to be doing is asking yourself:

• Is there something my audience doesn’t enjoy as much that I should stop doing?

• Is there something on social media that they enjoy, and how can I incorporate it into new posts without it feeling stale?

• Is there something different I should be doing?

Prepare to Get Lucky

Someone once said that luck is when preparation meets timing. All the girls in Katseye have undergone intense training for years to be the best they can be, and that mentality can go a long way for your social media. You need to continue putting your best foot forward and finding ways to improve your connection with your audience.

If you’re looking for inspiration, don’t worry, we’ve got 100 social media post ideas that you can use.

It’s Time to Get Started!

While you’ll most likely not be the next viral internet sensation, the focus should always be on the people who are or may be interested in your business. Start by looking for gaps in the market, then build momentum and finally, continuously push yourself to improve your social posts.

Remember, you’re not fighting people’s attention span; you’re just focusing on connecting with them.