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When discussing social media strategy for artists, let’s be honest, is your social presence contributing to the growth of your audience? You probably have thoughtfully crafted music with attention to great content but if no one knows about you, you’ll struggle to grow an audience. Artists just starting invest too much time focusing on self-promotion. For many, the main communications or marketing method they use is social media, but the problem is that this is a conversation that is one-direction, leaving followers with no method to engage, other than making a purchase. Every post turns into a desperate version of “buy my stuff!” While sales needs to be an objective, building your brand and engaging your fans in a conversational way is the real objective. Check out the newartistmodel.com for more resources.
70% of your social material ought to enhance your brand.
The biggest majority of your material must be centered on your story and brand. Perhaps your brand is hardcore, however your personality is with a sense of humor. Mix the two in a manner that offers your followers a view into your personality. Try publishing a video of you belting in the studio, or composing a sincere note of thanks to your fans. Don’t forget, your fans want to get into your life, so usher them backstage. Show them the exciting, boring, and even the mundane aspects of your day/life. Get them engaged with your social network. Facebook. Google+. Tumblr. Pinterest. Instagram. Twitter.
20 percent of your social network material should be shared from and for other musicians.
If a band welcomed you to perform with them in Wenden, let your followers in Arizona know about it. Develop relationships with other musicians, vocalists and influencers, and you will develop a beneficial network by way of social media. Think of these bands as amplifiers of your brand. As an trending artist, you’ll be continuously playing with other bands and working together with musicians, self-employed photographers, sound engineers, graphic designers, and so on. Use this 20% of your social focus to strengthen these critical relationships. All you need is the right artist at the perfect time to tweet about you, and that contract you’ve been seeking maybe waiting in your email. Read how Twitter and Rolling Stone are curating live music gigs.
10% of the content needs to be promotional.
Los Angeles based artist Flying Lotus installed a live-stream while playing his latest record, You’re Dead. With Facebook Live, YouTube Live, Instagram, and Snapchat, the options for live video streaming leave no excuse for not doing this. Flying Lotus then continued to live-tweet during the whole album about cool, intriguing facts that nobody would have known, such as the story behind why he utilized a particular sample or the rapper he originally wanted for a specific beat.
Handling social networking requires attention to detail, however it can be fun. It’s a great way to communicate with your audience. The band Korn is yet another example of an artist who has built a loyal fan base by engaging fans beyond their music, as this video shows.
The content you release should be wide-ranging and enjoyable, but it must contribute to the story behind your band and your career. UK indie electro trio the double x does a incredible job with sharing video of their journeys in the studio as well as hanging out with pals. Their fans find this content to be unique and engaging, while at the same time it shows the individual personality of the band.
Social network marketing has to do with communicating with your fans, not at them. Everybody has that good friend who shamelessly pours his/her self-promotion into your social media status reports, and it gets annoying. It’s true, you need to tell people regarding what you are up to, but it does not have to be one-way. Bring your audience into the conversation, don’t alienate them.
Bottom line, with social, don’t overdo self-promotion, use it moderately. Say you have 10 social posts over two weeks, you will want to make seven or so relevant to your brand name, approximately 2 about a separate job that you are involved with, and 1 or 2 an explicit call-to-action to purchase your music. This content mix gives flexibility and the opportunity to be innovative with your online voice.
I trust that you found the 70/20/10 guideline useful. Examples of social posts you should be making:
+ Publishing a new album release from a band you toured with.
+ Sharing details about a new side venture a band member is pursuing.
+ Sharing an event hosted by a place who has booked you or your band.
This material should not be random. You have to truly believe in what you’re sharing. Everything returns to your image. If you publish about an irrelevant project, your fans might question the consistency of your voice.