I’m in Las Vegas right now at the NAB Show. I also am already registered to attend Social Media Marketing World next March in San Diego. I’ve written blogs on here before about the importance of professional development, so it’s important that I practice what I preach.
That being said, I was already planning to write about social media posting today, but a session I attended here yesterday reinforced it for me.
This is also a time when there are some different “occasions” happening that I’m making sure to seize upon for social media posts for some of my clients. For example, two days ago was World Book Night, which I used as content for Facebook posts for some of my author clients. But for those of you who do music, did you post two days ago about it having been Record Store Day?
What are you posting about? When are you posting? And who are you posting for?
First things first, yes, I get it. Promoting your live shows and the music that you’re releasing is huge. It’s your bread and butter. People buying tickets to come see you perform and/or tipping you while they’re there and/or buying your merch helps you pay the bills, as does music downloads by fans near and far. Let’s get that out of the way. I know that this is what you do and why those posts must be a priority.
BUT, is that ALL you post about?
| Related posts: |
| 6 Tips for Indie Music Performers |
| Putting a Priority on Getting Better |
People love behind-the-scenes posts. Are you giving them that? What about showing people what you’re up to when it’s not a live performance? The list goes on about what you can post about other than upcoming shows, new music, or new videos. But it’s also important to keep some perspective. Some of you, bravo, have great (great) followings. Yet I would still challenge you – and those with followings that are still being built – to not do the same thing that I see way too many people doing, which is the post trying to tease people about an "exciting announcement" you have coming up.
That’s right, I said it. Just give people the news.
Unless you’re an A-lister and millions of people worldwide are going to be stunned when they hear that you’re suddenly about to drop a collab with a fellow A-lister, I’m not sure people are going to get the buzz you’re hoping for from telling them, “I’ve got something big for you Friday,” or, “Guys, should I reveal what I’ve been working on?” Yes, of course you should, so – in the words of Nike – just do it.
Besides that, when you ask, “Guys, are y’all ready for some huge news,” and no one responds in the comments, think of what that’s going to do to your mental health. Plus, what you think is huge news might be a routine announcement to them. Do you realize how many new songs get released all the time? You putting out a new song is a terrific accomplishment and certainly something to be excited about. Of course you should announce and celebrate it. Just be careful not to position it as revolutionizing the music world or changing people’s lives.
Speaking of “guys,” while I realize that’s just slang, DO you actually know your audience? I’m talking about demographic breakdowns. This isn’t something you gauge by looking at the patrons at a restaurant you’re performing at. Most of the people there came in to eat and you happened to be there.
There are lots of analytics available to you so you can see who your audience is as opposed to who you’d like your audience to be and thus have just assumed that they are. Facebook and Instagram (no coincidence since the former owns the latter) offer analytics for posts and for ads. Spotify gives you insights regarding your listeners too. Use that data to your advantage, including, when they are online. Don’t post when it’s convenient for you. Post when most people are going to have a chance to see what you’re putting online. That sounds like common sense, but do a self-audit. Do you know that, yet you still just work on social media at a point in your day that feels conducive to your schedule?
I sense that some people might get emotional reading this week’s blog, and emotion is a word that you must keep in mind when you’re posting. Does what you put online move people in some way, or is it posting just for the sake of posting and when people see it they’ll just keep right on scrolling?
Use analytics, know your audience, and talk with them.
Old habits die hard. If you’re in a rut and can’t snap out of going through the motions (repeating the same patterns, following the same schedule) and/or struggle to come up with ideas for social media posts, contact me. I’ve been working with independent artists from around the U.S. for more than 18 years now. Let’s do a private, one-on-one, online video consultation and make sure you’re moving forward. I’d love to help you with some fresh ideas and a content strategy.