In our last article we talked about having a digital “home base” that you own, a website and the importance of constantly collecting interested fans to add to your email list. Another communication layer to add is social media.
This is important because using social media for musicians’ careers offers a method of quick communications that can either be narrowly targeted or widely distributed online, on a regular (daily) basis. Staying seen and heard via text, audio, video, and image posts helps keep you top-of-mind with your fans and increases your ability to be discovered by new potential fans.
Post things on social that are on-brand for your music career. Share things that are relevant to you as an artist as well as your creative process, and do this through the lens of what your fans might find interesting.
A good way to approach this is to think of your favorite artist and what you would think is interesting to see/read/hear from them in terms of social posts that the artist puts out. Likely the same things that you get excited to see in social from your favorite artists will get your own fans excited about your posts.
The things you post need to provide free value to your audience — insight into your creative process, how fans can maximize their playlist listening experience with a few tricks, or even where to get the best deal on concert tickets for your, or others’ shows. In every 4th or 5th post, perhaps you could directly ask your audience to listen to your new track and share it with friends, or pre-order your new album on your website.
Recommended Action: Start Your Band or Musician’s Social Media Accounts
If you’re not already active on social media, get active today.
Start with Facebook, Twitter and Instagram. If that’s overwhelming, simply start with one platform. Choose the platform that you feel most comfortable with. At the very least, set up an account for yourself or your group in various social platforms to simply capture the same name/handle for each platform. Consistent branding on social media is important.
Once you have a social platform or a few of them to start sharing content on, tell your current friends and fans to go follow you on those social channels.
Pro Tip: You can share this sort of message in an email newsletter to your fans, and/or post it on your website.
Then find at least one thing to post each day that will be of value to your fans (or if that seems too much to start with, post every other day). Then pay attention to reactions and comments so you can respond and begin to build a rapport with your social following.
Hint: This direct or “exclusive” access to you is in part how you can cultivate your fan base and make them feel like they are a part of your experience and journey.