Promoting on social media may sound simple enough, but the truth is that there are some nuances involved that must be taken into account if one wishes to be able to promote effectively through social platforms. Anyone can share whatever and whenever on social media but without knowing these nuances, one’s attempts to promote will not yield the desired outcome.
New Artist Model recently shared some tips for artists to be able to promote their music better on social media, which we will be sharing here:
1 – Make use of existing content/music that you have
If you think you need to create new music on social media for promotion, you are wasting a lot of time and effort which could be spent on playing gigs, practicing, recording, producing etc. Instead, think about how you can repurpose and adapt what you already have. Or you can just go straight and promote that music right away.
2 – Post frequently and consistently
It is no secret that social media engagement thrives on frequent and consistent posts, so there’s no reason why it should not apply in this case. Unfortunately, a lot of musicians have this mindset that their work can’t be released until it’s 100% perfect and finished. And that it needs to be released in its entirety or not at all. The result is often long absences in social media which is not good for engagement.
Instead, try to focus on having some kind of posting rhythm. While you are perfecting your music, make an effort to share something of value to the audience. It could be an informative link, insight into your studio life or even a snippet of the track you’re working on. Your audience will appreciate and respond well to whatever content you share.
For better recognition, ensure your artist name and, if you have one, your visual brand identity is the same on all platforms so people can easily find it. This also makes for good Search Engine Optimization (SEO) as well. Try to keep your “handle” or ID consistent throughout all social networks, so you can be found with more ease. Sometimes this means having to make adjustments to your DJ name or little tweaks, like adding “music” or “official” at the end of it should you not find your name available without it.
Be consistent with the content that you are sharing/posting/tweeting to get yourself noticed. It is recommended that you post content more than once a week and to take time to figure out your style. It’s always good to have a mix of content on your page and not always making it about promoting yourself. Also make sure to interact with other artists, fans, and publications so you not get noticed but will leave on them a good impression of your brand too.
In today’s social media world the use of memes, videos, appropriate articles, etc. is important in connecting with your audience and becoming relatable in their eyes. This also gives you content that, if properly placed and shared, can become viral thus bringing new eyes to your pages.
3 – Splinter the content
Try taking something like a new track, a new video, or a live performance, and “splinter” it, or turn it into multiple social media posts – posts that will get your music heard by more people. This helps build anticipation for your new music, while getting audiences engaged at the same time.
Posting snippets and previews before a premiere of a track, for example, does the trick wonderfully. You can go deeper with this and post videos of you making the track in the studio, or playing the track out, or a recording ripped from a mix/live set where the track was played.
4 – Use automation
Sometimes, there is so much content you need to share to your audience that sharing them all at once can be considered spam. Or that you may be too busy that you are unable to post content on a set schedule. In both instances, automation is a big help in getting those posts across at the set schedule. Fortunately, there are many social media automation solutions that lets you schedule posts across different social media platforms That way, you can get your promotion over with while letting you focus completely on music.
Tools like Tweetdeck, Sprout Social, Pagemodo, or Hootsuite are of great help in automating and synching all your content posts. These are great tools to use if you find yourself too busy with music (as you should be), allowing you to schedule posts ahead of time when not working in the studio.
5 – Be relevant and authentic
The very purpose of social media is to be able to connect with your fans authentically and in real time. At the very least, let your posts convey that authenticity; your audience will realize if you are being true or not anyway.
Unsure on what to post? You can start by experimenting on your posts and discover what posts your fans are engaging with the most. Focus on the content that works and less on what’s not working. Look at other artists that share the same sound as you and see what works for them, as it’s likely to be similar to what works for your audience also.
Tip: Video is king. It’s taking over all social media channels, if it hasn’t already. Use it to your advantage.
6 – Synergize your messages and content across all platforms
For example, If you have a new mix that you released on Soundcloud, make sure to push it on your Twitter and Facebook at the same time . Don’t forget to make an @mention of the artists that are appearing on your mix, if applicable. Those artists will highly appreciate it and might share the content, thus multiplying its reach.
7 – Be patient
Establishing yourself as a DJ or producer in social media takes time and effort. So keep on posting and sharing as much as you can and you will eventually see your efforts pay off.