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When discussing social media strategy for artists, let’s be honest, is your online presence helping to the growth of your audience? You probably have thoughtfully crafted music with attention to great material but if no one knows about your music, you’ll struggle to grow an audience. Bands just beginning spend too much time concentrating on self-promotion. For many, the primary communications or marketing method they use is social media, but the problem is that this is a conversation that is single direction, leaving followers without any 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 name and informing your fans in a natural way is the real objective. Check out the newartistmodel.com for more resources.
70% of your social material must enhance your brand.
The largest majority of your material needs to be focused on your story and brand name. Perhaps your brand name is hard, however your character is with a funny attribute. Mix the 2 in a method that offers your fans a window into who you are. Try publishing a video of you vocalizing in the studio, or composing a genuine thank you to your followers. Remember, your audience want to get into your life, so usher them behind the scenes. Show them the fun, boring, and even the mundane parts of your day/life. Engage them with your social network. Facebook. Google+. Tumblr. Pinterest. Instagram. Twitter.
20% of your social media content should be shared from and for other musicians.
If a band invited you to sing with them in White Clay, let your fans in Arizona know about it. Build relationships with other musicians, vocalists and influencers, and you will develop a beneficial network through social media. Think of these bands as amplifiers of your brand. As an trending vocalist, you’re constantly gigging with other bands and collaborating with vocalists, freelance professional photographers, sound engineers, graphic designers, etc. 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 must be self-promoting.
LA based producer Flying Lotus installed a live-stream while playing the recording of 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 throughout the entire album about cool, intriguing realities that no one would have understood, such as the story behind why he used a certain sample or the rapper he originally had in mind for a certain beat.
Managing social networking requires focus, but it can be fun. It’s a fantastic method to communicate with your audience. The rock 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 material you release should be wide-ranging and enjoyable, but it must build to the story behind your band and your art. UK indie electro trio the double x does a incredible job with sharing pictures of their adventures on the road along with hanging out with buddies. Their fans discover this content to be unique and engaging, while at the same time it shows the individual personality of the band.
Social media marketing is about communicating with your audience, 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 have to tell people about what you’re up to, but it doesn’t have to be one-way. Bring your audience into the discussion, don’t alienate them.
To summarize, with social, do not overdo self-promotion, use it sparingly. Let’s say you have 10 social posts over 2 weeks, you should make seven or so appropriate to your image, approximately two about a separate job that you are involved with, and one or 2 a direct CTA to buy your promotional item. This content mix gives versatility and the chance to be innovative with your social voice.
I hope that you find the 70-20-10 rule helpful. Examples of social posts you should be making:
+ Publishing a brand-new album release from a artist you guested with.
+ Sharing details about a brand-new side venture one of your band member is launching.
+ Sharing an event hosted by a location who has scheduled you or your band.
This content should not be arbitrary. You must truly believe in what you are sharing. Everything comes back to your brand name. If you publish about an irrelevant project, your fans may question the consistency of your voice.