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© Jack Frain 2019.

How To Dominate Social Media – Music Marketing for Artists

Social media is an integral part of any artists promotion, the beauty is that it doesn’t cost you anything to sign up and get sharing – However, there’s no clear guide to being successful at promoting yourself online.

This week, we delve into the world of social media to bring you some essential advice to setting up and running your accounts; from what to post to how often you should share, we’ve got you covered.

I’ve created a list of networks that I’d advise you join, and split them into two categories ‘Essential’ and ‘Best to have’ – Our first category covers the must-haves of social media including Twitter, Instagram and Facebook.  As with all the platform’s I’m going to share, I’ll include links to external resources that will help you learn more – I’ll also give you a great tip on creating content really easily and effectively.

Before we begin, I have some general advice for you to follow when setting up all of your accounts…

– Keep everything updated – I’d suggest you review your info once a month to ensure that it’s all up-to-date, this includes mentioning your latest work and location. It’s easy to set it and forget it, but when you miss an amazing opportunity because you have an old email listed you’ll be kicking yourself.

– Use the same profile picture for every account – This is a biggie. Your accounts need to be easily recognizable to anyone who knows you. If a fan wants to follow you on Facebook, it should be obvious as to which page is you. Again, I’d recommend you updated your profile photo once a month or so.

– Be personal but professional. Social Media is the perfect place to interact with your fans and show off your personality. However, you also need to be professional and post suitable content. Mix the two up and post a couple of times about work, and another about what’s going on in your life.

Now for a breakdown of each platform:

INSTAGRAM

Possibly the most influential network at the moment; Instagram is a visual platform meaning that you’ll need to create content specifically for it. Sharing clips of performances, pictures and stories of your life is great. One of my favourite things about Instagram is its comments section, It’s super easy to like and reply to anyone commenting on your posts – Great for interacting with fans.

I’d suggest you start looking at using Instagram Live soon. The feature is still in its early days but looks like it will become one of the most popular features in 2019. It might be a little awkward going live with 4 viewers at first, but if you do it regularly and your interesting, viewers will start picking up soon.

Instagram is one of the hardest apps to keep updated, requiring pictures and video to post on the platform. One major setback for the app is it’s lack of functionality within most scheduling apps, meaning you’ll have to post directly from your phone when you want to share it. There are options around this, however.

Buffer reports that major brands post on Instagram an average of 1.5 times a day, so we recommend posting once or twice a day to receive the highest impact. The best times to post were reported between 8am and 9am, plus again at 2am.

21 Tips to Massively Increase Instagram Engagement: https://www.falcon.io/insights-hub/topics/social-media-strategy/21-tips-increase-instagram-engagement/

Instagram Marketing in 2019: The Do’s and Don’ts of Posting & Liking: https://www.impactbnd.com/dos-and-donts-of-instagram

How To Get Followers On Instagram – Step By Step Guide To 20k Followers: https://www.hopperhq.com/blog/how-to-get-followers-instagram-2019/


TWITTER

Twitter is an interesting one. In the space of a year, I’ve seen the content change from visual to text-based which is really interesting. Your best off posting thoughts, ideas and short messages on twitter – 1 to 2 sentences is perfect.

That doesn’t mean you have to stay away from posting images, videos and links – Just don’t spam people with too much Corporate ‘Glitter’. Popular trends include sharing embarrassing things that happen, odd thoughts and ideas & asking questions. Polls are also a really good feature and are great for interacting with your audience.

Twitter has reportedly been having some issues of the past couple years, but there’s nothing to suggest that it might close – I would just keep an eye on the trends as they possibly move away from text content like Twitter.

Here’s the Not-So-Fun part: Quick Sprout found that 15 is the magic number for Twitter. That’s right, 15 posts a day: 7 of those being Retweets. In terms of when to post, there’s no set schedule with such a high amount of posts, but we recommend you stick between 2am and 10pm for the most interactions.

5 content marketing trends to watch in 2019: https://business.twitter.com/en/blog/5-content-marketing-trends-to-watch-in-2019.html

The Ultimate Guide To Twitter Marketing: https://www.socialreport.com/help-center/article/360020885211-The-Ultimate-Guide-To-Twitter-Marketing-in-2019

Build a HUGE, Targeted Twitter Following In 20 Minutes a Day: https://kimgarst.com/how-to-build-a-huge-targeted-twitter-following-in-20-minutes-a-day/


FACEBOOK

Facebook is an interesting one, it tends to be regarded as a platform for older generations but that doesn’t mean it should be ignored. One thing that is unique to Facebook is how secluded it is. The platform doesn’t have a discover feature, meaning that people will have to already know who you are and search for you.

That means you’ll have to really fight to get any sort of following on Facebook, but the one thing I love about it is the intimacy you receive from it. Your followers will mainly be dedicated fans, meaning that you can interact directly with your following on a personal level and get involved in their conversations. You could also set up a group and interact with your mega-fans through there.

Facebook is a mix between visual and text which gives you the opportunity to share visual content but support it with a paragraph or two supporting the post. I’ve seen artists really using this to their advantage, posting a picture after a show with a paragraph or two thanking the fans that attended. Out of all the platforms I’m going to mention today, I think Facebook might be the best for sharing your personality and interacting with fans.

Ahalogy suggests that you post no more than once a day on Facebook unwise you’ll start to feel spammy. The best time to post for maximum interactions is between 1 and 4pm.

How To Grow Your Facebook Audience in 2019: https://www.magnet4blogging.net/grow-your-facebook-audience/

15 Ways to Increase Facebook Followers and Likes in 2019: https://www.oberlo.co.uk/blog/facebook-followers

What 777,367,063 Facebook Posts Tell Us About Successful Content in 2019: https://blog.bufferapp.com/facebook-marketing-2019


YOUTUBE

Oh YouTube, so much potential for up-and-coming artists, yet so underused by the very people that could benefit from it the most. I don’t need to tell you how brilliant the video streaming site is; It’s the second largest search engine after Google which makes it the perfect place to become discovered.

Youtube is surprisingly easy to gain views on, as long as you have good content and target the right people YT will start directing people to your videos. With phones having some incredible cameras these days, there’s no excuse not to make any content – you have a film studio on your phone!

With Youtube, make sure your account is updated regularly and target your audience using keywords and phrases. There’s no suggestion of how often to post onto Youtube, however we suggest you try and upload at least one video per week, once a day would be perfect.

The Complete Guide to YouTube Marketing in 2019: https://blog.hootsuite.com/youtube-marketing/

5 Video Marketing Trends You Should Follow in 2019: https://www.entrepreneur.com/article/324554


SNAPCHAT

What was the most powerful app on the market now seems to be nearing its end. I would, of course, download the app, but don’t get too invested in it. I’d suggest you focus on Instagram stories over Snap as you’ll reach more people on there.

For Snapchat, you should have at least 4 posts on your story in a 24 hour period – so there’s always some content on there. Follow this rule for Instagram stories too.

Should You be Marketing Your Brand on Snapchat in 2019?: https://www.socialreport.com/insights/article/360019688771-Should-You-be-Marketing-Your-Brand-on-Snapchat-in-2019-

Tips on How to Get More Snapchat Followers: https://www.garyvaynerchuk.com/tips-on-how-to-get-more-snapchat-followers/

4 Beginner Tips to Grow Your Snapchat Following: https://www.inc.com/john-lincoln/4-beginner-tips-to-grow-your-snapchat-following.html


REDDIT

I’ve included this one mainly for your benefit. While you can grow a fanbase on Reddit, it’s the perfect place to interact with communities and network with individuals like yourself. There are Subreddits for almost everything, so make sure you're active in any that suit you. You’ll find a lot of amazing people to interact with.

There’s no post suggestion for Reddit, they do have some harsh anti-spam filters but you should focus mainly on interacting with your communities.

LINKEDIN

I did a whole podcast & article on this, you can read that here. Linkedin is a great place to network and build relationships, however, I’ve placed it in this list because I see a lot of producers and musicians post to Linkedin without many interactions. The majority of people on Linkedin are industry professionals; A&R, Label Managers, Press etc – We deal with artists 24/7 so we tend to keep clear of them online :).

Jack’s Article on Building a Linkedin Following: https://www.jackfrain.com/post/linkedin-the-most-underrated-social-media-network

TIK TOK

Tik Tok, or Musical.ly as it was previously known is a relatively new platform that allows users to share short snippets of video dubbed with popular music and sound bites from TV & Film. Some artists are using it to upload short clips of their music and performances, which is a great way to put yourself out in front of a teen audience.

Post as much as you like here, a great thing about the app is that it will send your video to relevant users timelines so you’re sure to build a few followers fast.

Is TikTok the next Vine, or something bigger?: https://econsultancy.com/is-tiktok-the-next-vine-or-something-bigger/


CREATING CONTENT – EXAMPLE

That’s a lot of platforms to keep updated. While using a scheduling software will help, you’ll still have to create the content – So I’m going to give you a little tip.

Create multiplatform content, meaning you can post it on multiple sites. I’d recommend you post a video on Youtube once a week, Let’s say that’s a cover you post every Saturday. To make the most out of that post, you could Live Stream on Instagram as you record it, giving them a sneak peek into your next video.

Once you’ve shot the video, you can edit several versions. One for YouTube, a 60 second cut for Facebook, Instagram, Linkedin, Twitter and TIK TOK – Another vertical version for Instagram and Snapchat stories. That’s a whole load of content from one video recording. Posting across your social media will also encourage followers to check out your other profiles, bringing them further into the family.


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If you have any questions, send them to me @JackFrain on twitter.