Is the band’s success ‘hysteria-induced’ or due to successful marketing?

It is this last statistic that indicates what has helped rocket the group to worldwide fame so quickly. One Direction uses social media to interact with fans (known as Directioners) on a daily basis. Individual members of the band, Niall Horan, Zayn Malik, Liam Payne, Harry Styles and Louis Tomlinson average around 13 million Twitter followers each, with daily updates and fan interaction. YouTube is another medium used. The ‘What Makes You Beautiful’ track on the band’s Vevo channel had an estimated 418 million views. 1D also has a comprehensive website to post information and sell products like T-shirts, hoodies, posters, bracelets and even dolls of each band member! The website is in several different languages and although the same worldwide, local news is personal to the country domain.