Not a week goes by without at least 3 articles about one of South Africa's biggest entertainment brands, Bonang Matheba. And one thing is for sure, no matter what publication posts the article, there will be at least one Bitter Betty typing a thesis in all caps about how she can't stand hearing about B.
As an online publication, we at ZAlebs have access to insights about how stories perform and no case study is as interesting as that of Bonang Matheba (and by association, her boyfriend AKA).
Week-after-week we are inundated with comments about how the readers - not only of our website but of other publications - are tired of reading about her. That is usually followed by a number of questions and comments such as:
To answer that last question: yes, there are plenty even but you've got to admit that there's something about The Queen B*.
And that something drove all these people - who claim to both hate her and not care about her - to spend their time, energy and data declaring their hate.
Analytics counts numbers, not hate, and even that negative comments count in B's favour - making her even more popular than she already is.
The same people will either be nowhere to be found when we write about an upcomer in the industry or they will be the first to mention B's name even when an article is not about her.
South African media doesn't write about Bonang because they are obsessed with her, they write about her because YOU are obsessed with her. All we do is feed your obsession, because we know that even when you hate her, you love to hate her and you want to know what she's up to. How else would an article about her hair rack up 25,000 links over a few hours whereas any article about anyone who is not her performs poorly?
If you hate reading about her as much as you say you do, the solution to your dilemma is simple: don’t give her the time of day.
Main image credit: instagram.com/ @luketannous