Building a solid fan base is a long haul when you’re “just another” indie band trying to get by. Yet, at the same time, you have countless ways to reach music consumers. One of them is social media.
Facebook, Myspace, Instagram, Snapchat, YouTube and many more. The volume of available social medias is growing and changing rapidly. If you’re a band, handling several social medias and producing fantastic music at the same time is a near impossible task. This means that picking only the most relevant channels is the way to go.
So how do you pick the right channels? Well, that answer depends on a number of factors, but you have to consider your audience. Numbers show that consumers aged 18-29 are dominating Instagram, which means that if your target audience is younger people, Instagram is a great pick. However, if you want to target a more mature audience as well, going with Facebook is a much better choice.
And, yes, there is such a thing as a ‘YouTube content strategy’, so just uploading your video content to a channel isn’t necessarily considered a strategy.
The shape of things
Now that you’ve picked your channels, it’s time to plan the content. The content depends on the channel as well, as there’s a difference between communicating on Facebook and Instagram, so you’ll have to choose your content carefully – perhaps before even picking a channel.
Instagram is a strictly visual media. While you can attach a catchy headline to the picture, the content is strictly based on images and video. Both content genres (video and image) are brief and should, if effective, attract the attention of the users quickly. On Facebook you’ll be able to convey many messages with mixed content. On Instagram the user expects something beautiful or fascinating. On Facebook you can expect very different and more in-depth content from regular users and brands alike. If you want to express your opinion on political subjects or thoughts on modern music, as well as share highly varied content, Facebook is the way to go. If you want to focus on more “shallow” content, such as images from live gigs and tours, you might want to give Instagram a chance.
Because Instagram gives you the option to share the same content on Facebook, there’s no longer a reason not to share the same content on Facebook and Instagram, as long as the content works on both channels.
Keep on keeping on
Once you’ve established a fan base, you’ll have to make sure that it keeps growing and that your current fans won’t lose interest. This is where involvement comes in. Involving your followers is an effective strategy when it comes to growing and maintaining your fan base
Responding to comments and utilizing the feedback you get from your followers for future content are two effective ways to involve your fans. That way you’ll get a much higher response rate and your followers will feel a deeper connection to you, your music and your SoMe content. Remember to use the right hashtags to reach the most relevant Instagram users. Don’t just use all the hashtags in world as reaching a few interested users is much more effective than reaching many uninterested users.