The Biebs is getting social. Well, even more social. Justin Bieber has invested $1.1 million to develop a teen social media platform called Shots of Me. And whether you’re a diehard fan singing to the tune of “Baby Baby Baby, Ohhh” or just a passive observer, one thing remains for sure: when Justin Bieber talks, teens listen.

Dude’s got 46 million Twitter followers. That’s a pretty strong fan network. Yet, the Justin Bieber brand has struggled lately. Why? Because his original supporters – you know, the ones that made him a huge pop sensation – lost the connection with his original “bubblegum” brand. Unfortunately, he grew up. And just like Bieber, social media platforms have gone through similar growing pains. MySpace and Friendster never bounced back, but Facebook and Twitter continue to hold their own, even if they’re not as hip as they once were.

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So why should we expect Justin Bieber’s Shots of Me to be any different than the many failed social media sites over the past decade? The answer, good or bad, may lie in the extreme teen-niche focus. Teen audiences are always interested in the next best thing – so whether it’s the newest app or the coolest site feature, there will always be a desire by this crowd to be at the cusp of current and future trends.

To that end, there is no doubt that Shots of Me will draw crowds when it officially launches later this week. But what remains to be seen is how the platform intends to keep teens interested and active over time. With associations with Mayweather (also a Shots of Me investor), Nicki Manaj and Big Sean the past couple of years, a shift to an urban fan base could be a cure for the Bieber brand.

But even if Bieb’s brand is rejuvenated, it doesn’t guarantee success for Shots of Me. Celebrity status can generate attention, but ultimately the product needs to stand on its own. Take Ashton Kutcher, who invested in Foursquare – a platform predicated to fail this year. So, when you take away the initial bump in interest from celebrity status, there still needs to a viable marketing model that takes into consideration a brand’s effect on a brand. And sometimes, attaching an existing brand to a new brand can mean failure from the start.