Social media has become indispensable for musicians looking to connect with their audience and promote their music. The days when an artist’s success solely depended on physical sales and TV promotion are long gone. Social media has changed the game, bringing visibility to everyone and making it possible for independent musicians to go viral overnight.
However, as everybody constantly posts content on these platforms, getting people's attention can become challenging. The good news? With the right strategy, you can harness the power of social media to reach a wider audience and establish your fan base.
In this social media for musicians’ guide, we'll delve into the essential tips to help you effectively promote your work.
We’ll share:
- How to promote music on social media
- How to craft your social media strategy
- The best social media platforms for musicians
- Content ideas for musicians
Without further ado, let’s get started.
How To Promote Music on Social Media: Some Digital Marketing Basics
Before we dive into the specifics of social media for musicians, it’s important to lay some groundwork: the basics of marketing and social platforms. When promoting products or art on social media, many commit the same mistake: focusing too much on themselves when they don't yet have a solid following.
Typically, musicians begin by sharing song clips, discussing upcoming tours, or posting photos with captions. The truth is that you’re often a stranger to most people encountering your content on their "feeds" or "for you pages." So, considering you're a stranger, why should they take an interest in you? What value does your content offer them? Of course, you can eventually talk about yourself and share, for instance, your creative process and anecdotes. But first, you need to bond.
It takes very little for a user to decide whether they’re going to see your content or not. Those first seconds are a strategic play; you must give people a reason to stay, something of value.
This doesn't mean that you have to start your social media accounts with a giveaway-not at all. As a musician, you can share something that they can relate to—your music. After all, people constantly use social media to share their worldviews and feelings. Your music can be the vehicle for that.
But what’s the best way to present your work? What should you keep in mind when crafting your strategy? We’ll discuss it in our next section.
Social Media For Musicians: Crafting A Successful Strategy
Your social media strategy will vary depending on your goals and style. There’s no one-size-fits-all approach. However, these tips will always serve you well:
- Describe your music and style with a few keywords
- Define your target audience
- Sort and classify your music
- Choose the best platforms
- Create a content schedule and be consistent
- Work with others
- Connect with your audience and learn from them
Describe Your Music and Style with a Few Keywords
Before communicating with your audience, it's crucial to be clear about your message. Unlike many people promoting themselves on social media, you may have already completed part of this process through your music writing.
To pinpoint your music's essence and style, consider the genre, themes, and emotions conveyed in your songs. Then summarize them using a few keywords. If you need some help, you can seek input from friends to understand how they perceive it.
This will help you encapsulate your style in concrete terms and will serve as a compass to:
- Give your social media profile a defined personality
- Set your color palette
- Define your communication tone
- Maintain consistency in your profile
But why is this important? Well, let’s say that no one remembers or finds a bland personality truly appealing.
Define Your Target Audience
Now that you know what you want to share with the world, it's time to decide who to share it with. Defining your target audience helps you focus your efforts on connecting with people who are most likely to appreciate your work. It allows you to create tailored content that resonates with their interests, increasing the likelihood of building a dedicated fanbase.
To define your target audience, start by studying your existing fan base and gathering some insights. If you don’t have a fanbase yet, just think about what kind of people would resonate with your work.
You should examine:
- What are their interests?
- What are they concerned about?
- Where do they go on a night out?
- What are their beliefs?
- What people do they follow on social media?
- What social platforms do they use the most?
Combine all this information to create a detailed audience persona. But what is an audience persona? It’s an archetype, a fictional character of your fan. Create your content and strategy as if you were speaking with this person; it’ll make everything much easier. Plus, your promotional efforts will be more effective if you understand who you are talking to.
The good news? You’re likely to have a lot in common with your audience persona.
Sort and Classify Your Music
Before creating content, take a moment to sort your primary resource: your music. Delve into the lyrical themes and underlying messages within your songs. Are they centered around emotions such as heartbreak or issues like social injustice? Identify the essence of each piece and categorize your songs into thematic groups.
Also, remember that you previously identified your target audience? It's time to bridge the gap between these categories and your audience's concerns and interests. Consider which verses from your songs resonate most deeply with them.
With these verses as your starting point, you'll be better equipped to create content that resonates with your audience on a profound level.
Choose the Best Social Media Platforms for Musicians (and Your Audience)
To choose the most suitable platforms for your music, consider where your target audience spends their time online. Instagram, TikTok, and YouTube are popular choices among musicians. However, it's crucial not to spread yourself too thin; focus on a few platforms and use them strategically.
As a starting point, it's advisable to prioritize TikTok and Instagram over YouTube. Typically, YouTube content requires a more demanding creative process.
Create a (Diverse) Content Schedule and Be Consistent
Platforms give more visibility to accounts that consistently post content. Plus, frequent posting helps you:
- Keep your audience engaged
- Remain on your follower’s radar
- Build a community
However, being consistent right from the start can be hard. That's why creating a content calendar can make a significant difference. They allow you to stay organized and on track.
We suggest you diversify your content to keep your audience engaged. Here are some content ideas for musicians:
- Quotes from your songs
- Your creative process
- Clips from live shows
- Storytelling
- Current challenges and trends
Plus, your posts don’t always have to be original content. At times, you can also share content from other accounts, like memes.
When creating content, present your work in a way that centers more on your audience and what they can relate to, rather than solely focusing on yourself.
Collaborate with Others
Collaboration is a powerful way to expand your reach. You can partner with:
- Other musicians
- Podcasters
- Lifestyle Influencers
Overall, it’s important to partner with content creators who align with your style and have a similar target audience. Cross-promotion exposes your music to new people and can lead to significant follower growth.
Connect with Your Audience, Learn from Them, and Adjust Your Strategy
Social media is a two-way street. Don't just broadcast your music— it's essential to interact with your fans. Ensure you respond to comments, messages, and mentions promptly. Additionally, consider sharing user-generated content, including clips from live shows or fan responses.
Engaging with your audience makes them feel valued, and that’s how you create fans.
These interactions are also helpful to learn from them. They allow you to gain insights that can help refine your audience persona and adjust your strategy accordingly.
Nonetheless, interactions aren't the sole method for learning from your followers. Leveraging social media analytics tools to monitor your posts' performance is equally important. Pay close attention to engagement rates and reach metrics. Analyzing data empowers you to fine-tune your strategy based on measurable insights
Use Your Lyrics to Engage Your Audience
Promoting your music on social media can be a rewarding process when approached strategically. By choosing the right platforms, creating relatable content, and engaging with your audience authentically, you can build a strong online presence.
Creating relatable content becomes simple when you share song quotes.
And since short videos are more important than ever on social media, audiograms come in truly handy to share your lyrics in an eye-catching way.
With Audiotease, you can easily create audiograms from your browser. No editing skills or expensive software required. Curious? Try Audiotease today. Create your first audiogram, for free.