Posted: 22 October 2019
Social media is a powerful tool for promoting a band. It allows fans to keep up to date with your touring schedule or releases and allows them to relate and communicate with you directly. It is very unlikely that you’ll find a musician today who is not on some form of social media, but perfecting your output is no easy task. Here we take you through the key things that you need to be doing in order to effectively market yourself on various social media.
Before you create your accounts and pages some planning needs to be done. Most people will interact with you and find out all the information they need about you from your socials, so it is a good idea to consider how you want to be perceived by your audience. Take a minute to work out what tone of voice and personality you want to communicate. Do you want to be inspiring, funny, or serious? Some artists can be bland, merely promoting their gigs and not much else but successful artists create a personality that is engaging and promotes conversation amongst their fans. Spamming tour dates won’t get you an engaged audience. Posting video content and asking questions of your fans will promote engagement and help grow your pages.
Get your band logo’s/ designs ready and in the correct sizes ahead of time so that you can create a professional page straight off the bat. Ideally, you should have some content ready to upload as well.
Facebook is one of the most important social media channels for any artist. Boasting over 2 billion daily users, it is likely that a majority of your audience is going to have a Facebook account So it goes without saying that a page for your band is a must. It should feature everything from tour dates to behind the scenes content to album promotion and should almost act as the information hub for your band.
Facebook’s algorithm for what content is shown where is constantly changing, often putting more emphasis towards relationship building between users which means that commercial pages and content is often pushed down towards to the bottom of the user’s news feed. This makes it imperative that the content you post on your page is relevant and engaging. The more people who react to your content, the more likely it is that future content will organically appear again in the future. Just make sure that the content you are putting on your page is varied and resonates with your audience so well that they can’t help but like and share it. The good news is that music videos were amongst the highest shared content in 2017, suggesting that videos of your band performing would go down a treat. Also, be sure to ask questions of your audience that encourage responses. Ask them where they’d like to see you play next. Post a video of your drummer and ask them what they think the best drum solo of all time was. Get them talking and get them talking on your page.
Facebook Live is a great way to provide content to your audience on a regular basis. It can be used to stream a show live, stream band rehearsals or even host audience engaging content like Q&A’s. It’s an opportunity to give an intimate insight into life in your band and is the type of behind the scenes content that fans would be dying to see.
However, organic posting is not always well received by Facebook’s algorithm and sometimes it may help to spend a little bit of money to attract a bigger following. Facebook ads can start at a low cost, but it may be worth spending a few pounds to advertise directly to your specific target audience or people who are outside of your immediate Facebook following.
A little-known tip is that you can invite people who have previously interacted with your page to like it. Make sure to do this from time to time to ensure that everyone who visits your page is encouraged to like it. On one of your posts, click the likes and you can see who has liked your post but not your page. These people have interacted with your page in one way or another, so they are already engaged with your content, you just need to give them a little nudge to like the page.
Instagram is the quick-fire social media that allows you to post ‘day in the life’ style content. Posts of riders, tour stories, and event prep may all seem like boring posts to you but to people who aren’t in the industry this type of content is a glimpse into a whole other world. What you may think of as ‘mundane’ shots are actually turning your everyday life into promotional material. It may not even need to be music related but it is important to make sure that it is relevant to your audience and promotes you as an artist and personality.
Instagram is a great platform to encourage user generated content. Ask fans to take pictures of your gigs for you to repost on your socials and get yourself tagged. These posts get yourself exposed to your audience’s followers and is a superb way to reach a new audience.
Hashtags are very effective on Instagram and are another tool that should not be forgotten about. Using a hashtag means that your content will appear under that tag when other users search for it. Hashtags like ‘#bandpractice,’ ‘#guitarsolo,’ ‘#drums’ make sure that your content is seen by people who are interested in that area of music but have not yet been exposed to your band. This really helps to expand your reach and can yield very impressive results if done correctly.
Instagram is also a great platform for teasing your new releases. Get some artwork and a 30 second section of your song and you’ve got a great teaser to quickly put online to the masses.
Twitter is where lots of online conversations happen, and you’ll want to make sure that you are part of those conversation. This is where the tone of voice we mentioned earlier becomes particularly important. You may use your personal account to take jabs at politicians and partake in social commentary but is that how you want your band to be seen? You can be very free with twitter but remember that it represents your band, not just you. Having said that not everything you post has to be music related.Just keep in mind that it’s got to be relevant to your audience.
Twitter is also an excellent toolto stay in touch with your fans. Take time to share stories and reply to your fans’ tweets, perhaps even send video responses. Include their name to make it that much more special. Like we’ve said, engaging with your fans is a sure-fire way to keep your audience interested in your content and keep them coming back.
Social media is a key weapon in any band’s arsenal. Of course, some of what we have described for each social media can be done across the board and there is no set tactic for social media success. Experiment with different styles of content across all platforms and see what your audience engage with. Keep doing what works and drop what doesn’t but make sure that you are trying to be consistent and relevant across the board.