Social media has become an essential tool in the music industry, especially for new musicians looking to gain attention and create a following. The Plugged Into Music study from the marketing agency Wasserman found that “one in three use social media to share music they like with friends and family.” They also found that “TikTok is the most used social media platform for music discovery among Gen Z.” Through a strong social media presence, artists can connect with fans, promote their new songs and performance dates, and even use it to tell their stories. Here are some tips for upcoming artists on how to market your music on social media.
Which Platforms Are Best for Music
As mentioned above, TikTok is fast becoming the platform used by younger listeners to discover new music. One of the main components that makes TikTok so successful is how listeners can easily incorporate music into their own TikTok posts. Not only does this establish a connection with the audience, it also acts as free promotion as the poster will share the content and even influence their own followers to also use the music. A good example of this is Charlie Puth, a musician that actively encourages people on TikTok to use his music in their posts (see video below). He famously created a TikTok beat that can be used in a wide array of videos. Instagram and Facebook are also great for musicians as they can be used to post video content and general information about performance dates and new releases. The Instagram Reels feature can be used in a similar way to TikTok.
Another platform where musicians can easily increase their awareness is YouTube. As we highlighted in a blog just over two months ago, YouTube is the world’s largest video-sharing platform, averaging “around 3.7 million new videos uploaded to it every day.” While it can be hard to get noticed in the vast amount of content, YouTube, in combination with other social media platforms, can be used to showcase full music videos and as a means to communicate your story.
Create a Good Story for Social Media
In today’s social media age, music fans want to be able to connect with musicians on a deeper level than just their music. As we described in a post about Jesse Felder, when a person hears a song they like, they will likely look for content related to the artist on YouTube and the artist’s website. This is to better connect with that individual or band. Many fans don’t just want to follow the story of an artist, they want to be part of the story. Monika Ilieva, the Co-founder/CEO of Cafe De Anatolia, explained to Forbes that “The biggest mistake I see music marketers make is making the story all about them. Your story needs to be about your customer and not you. Your customer will only believe in your story if they are one of the characters in it.” Social media is the perfect way to include fans on your journey, as you can create a positive dialogue with them through content and comments. As your story grows, they grow with you.
Of course, there are many ways to create an interesting story. While the journey of the musician is often enough to draw an audience, some artists have gone as far as to create their own fictional backstories. Famously, Paul McCartney created Percy Thrillington in order to produce an instrumental reimagining of the album "Ram." In order to create interest McCartney, along with his wife Linda, created an entirely fictional backstory that Thrillington was an aristocratic socialite. This storytelling device is being used by new and upcoming musicians today. Bacon James, a singer-songwriter based out of Gainesville, Florida, has created a fictitious and historical backstory to create a “myth” around the musician. This was achieved by describing how Bacon made a name for himself in the “local juke joints, bringing the house down with his wailing harmonica and fiery guitar licks.” Using a character on social media gives you much more freedom and creativity, especially if fans can get involved to help build the character.
Best Video Content for Social Media
In order to effectively use social media, musicians must be able to create good video content. In line with the above point on creating a good story, in terms of video content, this can be behind-the-scenes footage, in car chats (a good one is on the way to a gig), as well as explaining the meaning behind your song. An extended YouTube video gives you the time and depth to really connect with fans. Some of the biggest names have gotten their start through this platform, with Alessia Cara starting her career by uploading acoustic versions of hits like "The Neighbourhood's Sweater Weather." Through her music videos on YouTube, fans were able to follow her story to the top of the Billboard charts.
TikTok videos need to be much shorter, as they are usually three minutes or less. If you are just starting out and don’t have much of a budget, then simple videos of you just playing your instrument, as demonstrated by Charlie Puth, can be effective. For those with a large budget, being creative with your videos and focusing on a niche subject will help you stand out and increase your chances of being shared by the TikTok algorithm.
Social media is the ultimate tool for both starting and established musicians, and if used effectively, it can help bring your music to a much wider audience. By choosing the right platform, developing a good story, and creating interesting video content, you can successfully market your music on social media.