Social media marketing is a powerful tool for any musician. These days, most bands simply don’t have the money to invest in getting their music to appear in big publications, and it’s hard to justify them appearing on TV or the radio. So, instead of focusing on those more traditional forms of media, you need to get creative. Social media is a brilliant promotional avenue.
The best thing about social media is that when you start promoting, you get a team of fans. These fans can become your most passionate advocates – and you will find that your reach will grow and grow as time goes on.
Social media is a competitive place. While the vast majority of people have a social media account (usually Facebook), it is quite hard to get people to follow you on those sites. A few years ago, it was not uncommon to have people follow anyone and everything, but now social media is near ubiquitous, and every brand has a profile, people don’t want to see that much spam.
That’s why you need to work hard to engage with your fans. Take the time to get to know them, and then show them the information that they want, and give them a reason to share it.
The ‘rules’ for sharing on social media are quite similar across the board, whether you are thinking about music or something else entirely. The important thing is to remember that social media is not print, radio, or TV. The key word is “social.” We need to talk to people and give them a reason to talk back.
The most successful bands share content online and build engagement using that content. They give away a song or two as a way of promoting an album. They talk to their fans, and they build up relationships with other bands so that they can, collectively, benefit from the promotion. They pick issues that matter to them – and that aren’t likely to alienate people – and they take a public stance on them.
This is one area where you need to be careful. Taking a political stance could lose you fans. Supporting a mental health charity – if the message is authentic – is something that will help everyone.
Don’t forget that Facebook, Twitter, and Instagram aren’t the only social networks. If you’re looking to reach as many people as possible that are seeking out music – instead of people who are already fans – then you should market on Bandcamp and Soundcloud. These are great places to reach engaged and excited users who are looking for new music to listen to.
You could try running remix competitions – pick a ‘hidden gem’ song from your album and ask people to remix it. By doing this, you will get attention for your album from the fans of the artists doing the remix, as well as from your existing fans.
Reach is the number one thing that you need to consider when you are marketing your album. You can do a lot without spending money if you know how to talk to people. If you have a marketing budget, then you can significantly expand your reach. Even spending a few dollars per day will help you to get lots of new followers. Before you spend money, however, you need to pick the right target audience. Think about age groups, think about localities (perhaps targeting listeners in areas where you are touring), and other bands that they like. With the right target audience, you will get huge ROI on your social media marketing.