Eileen BosmanNowadays joining social media networks is a great crucial way for artists to reach the audience on a more personal level and to extend the reach of your music. In order for that to happen, you’ll have to find your audience and vice versa. Although you can do extensive research and make the management of social media a proper science, there are just a few basic guidelines to follow in order to get you started. After that, it’s just a matter of trial and error.
1. Focus your social energy
“The current online media opportunity’s are both a blessing and a curse”, says Bas van Wageningen, bass player in the popular Dutch band Di-Rect and producer. “Every artist has the same means to share their music, so there’s so much information, you get lost.” He stresses proper use of the right channels. So here’s a tip to start with: don’t go about and just randomly post on different social media platforms you don’t know how to manage. Pick platforms you think are suitable for you and what you do. You know where to display your music, now it’s just a matter of how to engage with your crowd via other media. Use Facebook as a continuous platform for updates, announcements, (funny) videos, tour dates etc. Try a little build up of information, for example, announcing that something exciting is coming up soon and post it later on in your week or month. Keep people hooked. Do keep the amount of posts in balance though. Only post multiple times a day if you think the posts are all relevant. If you wish to post more on your lunch or bathroom breaks, try Twitter. You can rant, joke and update whatever you want, without creating an overload. Whether you have the time to do so is something else. Instagram is great if you like to share personal details of your life, behind the scenes or amazing pictures related to your music (i.e. performances, interviews, exciting meetings). Also, SnapChat. Most artists would just sigh and think ‘must we really?’. Yes. If you wish to engage in a younger audience, that is interested in your life, then you must. It’s undeniable that SnapChat is growing, fast. With DJ Khaled being the ultimate SnapChat champion. You can record short videos or photos, multiple times a day. Matthijs Boom, management for sing-songwriter Dotan acknowledges this: “Instagram and Snapchat are growing fast, just take a look at the followers of Dutch rapper Lil’ Kleine, they’re very active on those platforms.”
People can feel even more connected and closer to you than they can ever before, and this is something you can take advantage of. See it as an extra dimension. Don’t just use it if you post once a week. Repetition is key. Notice that every platform has a different approach, language and audience. So don’t just copy-paste the same post on all social platforms. Mix and match. What is important is to keep the fans posted on what you’re up to, even if it’s in the middle of a show. Start a trend, exploit a hashtag. Update!
Choose your social platforms wisely and maximize their potential.
2. Interact
Social media is all about being connected, so use it that way! I can’t stress enough how important it is to engage with your audience. Stay involved and they will stay involved. People feel special if you reply to their messages and comments when it is positive of course. You don’t want to drive your fans away. It may look like a lot of work to respond to all your followers, but if you pick the nice ones to answer, you will just put enough effort to keep that interaction going. You don’t have to respond immediately, take some time every few days to do so. I promise you it’s worth it. Even better: treat your fans as if they’re your friends. Share some of your secrets, be fun and entertaining, and give them gifts once in a while.
Connect with your audience in order to keep them close.
3. Create your own visual style
People love visuals. To be honest, people are kind of lazy when it comes to reading, especially on social media. Updates need to be quick and visible straight away. Remember there’s a lot more to swipe, scroll and click on. Photos and (short) videos are perfect. You can also share videos with services like Tout or Twitter’s Vine. Keep your channels updated visually and you’ll notice an increase in followers. It’s no wonder a lot of the most famous people got their fame from shameless selfies, without having anything to add. People love that stuff! Although you know your audience best, so don’t go all out on duck face selfies just yet. Find a specified style of visuals that suit your fan base best and that you enjoy creating. Make it fun for you and your band and your audience will enjoy it too. Matthijs: “Find your own identity, one that fans recognize and feel connected to.”
Create a recognizable visual style to stand out from the crowd.
4. Be optimistic & genuine
Nobody likes a whiner. Seriously, when have you ever encountered a post about somebody having the flu or being stuck in traffic and thought of it as hilarious? You might even end up blocking or removing nagging people. So whatever crosses your path, approach it with a smile. That’s not only good for your following, but also for your life in general. Also, according to Bas (and many others for that matter) it’s important to not only use social media as a way to sell your music. “People will get bothered over time by that kind of online presence. The art of good marketing is to communicate in a way that feels and looks natural. That’s definitely something I think about when I work with different bands. Also, feel comfortable with the platform(s) you’re using. Ideally, you pick the ones you personally use as well. Focus and show who you are. A dramaqueen? Then be dramatic. Are you clumsy, be like that on social media as well! Keep the content close to yourself, because people recognize a fake act.”
Be genuine and optimistic in your posts to keep your followers close.
5. Online vs. offline balance
Speaking of selfies, get in pictures! Interact with your fans at shows, sign merchandise and let them take those photos. Those pics probably end up online. So your offline effort still ended up in an online interaction! Like that pic if you’re aware of it (because you probably get tagged in it), respond to it. Connect with other artists as well when you encounter each other or when you’re doing collaboration. Mention each other online and that whole offline thing you just did there, ended up in an online follow up! By socializing and networking offline, you get to expand online. #winning!
By converting your online fan-base into an offline fan-base and vice-versa, you get your online following to visit your concerts, while you get the people you see at shows to follow you online.
Don’t forget to make great music!
Last but not least: make sure to produce good music. Bas: “you can have your entire social media champagne on fleet, but there’s only one thing that really counts: make great music. It’s crazy, I notice it in the studio regularly, bands that have their media on point, report every detail on Twitter, but strive past the essence of delivering the music people are actually waiting for.” So, take it from us, and experts in the field: make great music and good use of social media will help you to stand out from the crowd!
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