Effi Summers - Music Industry Blogger
Creative Blog- Creative Direction, Branding and Design Projects
Whether you're signed to an indie label or completely solo, it's always helpful to have a good grasp on your social media strategy. Building an online audience is crucial these days, for businesses, freelancers, bands and anyone who's success relies on having a brand of some kind.
Don't get me wrong, there are plenty of downsides to the social media world but the positive points do raise a pretty good argument. It allows you to connect with people all over the world (duh), communicate with your audience, see what your people want; what they like, what they wish you would stop doing and most importantly it allows them to get to know you and in turn, listen to your music/ buy your product.
I'm going to share some little tips and tricks to get you started with a good social media strategy that plays to your preferences and skills.
Firstly, I would pick two focus channels. It's extremely time consuming to try and maintain all channels so picking two to focus on will mean you can channel your energy and time and give those two more chance for growth. Obviously in the future you can hire a kick ass so-me person to maintain your online world but until then I would choose your battles wisely and go for the two channels.
These will depend on your audience and type of content that you create. Examples: If you're politically driven and good with the chat then go for twitter, if you're super entertaining on camera then make content for youtube, if your aesthetic is that of dreams then go for insta... You get the idea. Look at your strengths and make sure that the content you create aligns with your values and message that is represented in your music. Once you've decided on the type on content, choose the outlet that supports that best.
Here are some ideas for content:
For: big personalities.
Content options: Vlogs, Q&As, behind the scenes shenanigans, tour diaries
For: the photo takers and visual beings.
Content options: Stories for those who want a quicker fix than youtube, beautiful snapshots of your travels, adventures and gigs.
For: bands with an older audience
Content options: The great thing with Facebook you can share all your stuff from other platforms as well as original FB stuff. Articles and reviews would do particularly well here.
For: the talkers and opinionated ones
Content options: Comment on current events and controversies, interact with fans, share updates and promos.
For anyone who finds social media a bit of a bore I would go with Facebook and/or Twitter. For anyone super creative who enjoys putting themselves out there and being creative in other ways than music, then go for Youtube and/or Instagram.
You can (as you probably know) connect your Instagram to Facebook and Twitter so anything you share automatically gets shared on those too, however I choose not to do this and rather cater each post to its designated channel.
Remember to share your professional updates too: tour dates, release dates, new videos, new promo shots... But these things must be interjected with the fun stuff too. Don't ever share a promo without any explantation, caption or any personality. Explain WHY people should go/listen/share and give them some juicy information about it. Check out John Mayer's Instagram for thoroughly entertaining posts amongst regular promotions!
Also, and this is the bitch, you need to post regularly. Don't abandon your online fans and keep reminding them that you're there and you're creating music for them! People are more likely to click through after seeing something for the third time so don't be afraid of sharing things more than once; remember not to spam the same thing over and over though. It's a fine line!
Visually, a brand identity will help you on the socials as well as in real life. If people click on your Instagram profile, do they know instantly what you're about, what your style is and what kinda music you're likely to release? If not, then work on developing that. Everything you put out there on the interwebz should align with what you're about, whether it's music, graphics, a youtube thumbnail or an outfit.
If you are an artist or label and want help with social media or a brand identity, then drop me a mail on firstname.lastname@example.org and let's chat :)
That's all for now, my chickens <3