Music Marketing: How to Build a Loyal Fanbase Using Social Media
As creators, we work for days, weeks and even months at a time writing music. We’re driven by vision, energy and the excitement that comes from a finished project. Attracting and growing a fanbase seems like something that should happen naturally. But the reality is, once you finish and release your music you have to promote it. A lot.
If you want to be heard, you have to actively put yourself out there and build an audience. Lucky for you, the tools for getting and staying in touch with people on social media are more effective than ever. And better yet, you probably already use them everyday.
There are more than two billion active social media users around the world looking to be engaged, entertained and amused. While you may not be able to win them all, it's a good indication of just how far your reach can go. If you create and release amazing music, you can build a loyal fanbase using social media. Here's how:
Make Yourself Accessible
Producers, musicians and vocalists who engage with their audience have a much better chance at building a supportive audience. Use artist pages on social media to promote your shows and tracks and to share production tips. Let your followers know what you're listening to and what inspires you.
Ask your followers about their favourite VSTs, gear and records. And when you get comments or messages, respond in a timely manner. It's an easy way to connect and develop a bond with them.
If you haven't already, get set up on the foundational social media platforms: Facebook, Twitter and Instagram. Upload your best tracks and mixes to Soundcloud and Youtube. The goal here is to get your music out into the world.
Mix up the content you share on each platform. If you only post about your upcoming shows, your fans will get bored quickly. It's not only about what you've done, but who you are as a person and creator. Show off your multi-dimensional personality through a mix of images, text, video and music.
Share industry news, funny stories, and upcoming releases you're excited about. As you share content across social media, develop a recognizable tone and visual style. Look to other artists to see how they shape their messaging and find your own approach. They probably did the same thing it too.
Share Your Progress
Full songs, EPs and albums are your main product as a music creators, but that doesn't mean you shouldn't update people along the creative process as well.
Upload tracks in progress or live-stream studio sessions to let people know what you're up to. Doing this will get your fans excited about your current musical projects. It also doubles as a great way to get feedback on a new sound or genre direction before an official release.
It's becoming more common for artists to release sample packs. Break down the sounds used on your latest release or share the presets you like to make music with. Once again, you're bringing people into your personal world. This kind of involvement in your creative process builds trust. Your followers will feel as if they know you, even if you haven't met.
Consistency is Key
Sharing a consistent flow of unique, helpful and fun content is one of the most important factors in growing an engaged fan base. Today's online world moves fast, so in order to keep people's attention, you need to be active and diligent in doing things that will increase your exposure. Just think of the artists you follow because of their quality content, music included.
The best way to stay on top of this is by developing a marketing schedule and to-do list that you regularly reference and adapt as your career excels. Early on, you should release at least one track or teaser every month.
Use the time in between to connect with your fans on a daily basis with the strategies listed above. Eventually, your audience, label and blogs will start sharing your music for you.
You should also evaluate your social posts and how well your fans receive them. Do they like images or videos more? Are your statuses being shared? And most importantly, are you using the right platforms?
The big three (FB, Twitter, Insta) mentioned earlier in this post are considered the standard, but there are other social channels available. Keep these in mind: Snapchat, Mixcloud, Clyp and Reddit. Monitor analytics on each platform and adjust your approach accordingly.
Consistency also applies to the way you choose represent yourself online. Develop an aesthetic and stick to it—a seamless look across your pages and content will make it easier for fans to recognize you within a crowded online space. Make sure your social channels link back to one another too.
Remember—the most important thing in your marketing strategy is the quality of your music. Growing a strong fan base is directly linked to releasing amazing music. Put aside a few hours everyday to write, mix or just experiment and your creativity will keep flowing. If you consistently put out top-notch music and follow through on these strategies, fans will follow.
Are you ready to start building a fan base using social media? Has anything been holding you back?
Let us know in the comments below.