The do’s and don’ts of music promotion on social media
In today’s digital age, social media has become an indispensable tool for musicians to promote their music, connect with fans, and build a thriving online presence. With platforms like Facebook, Twitter, Instagram, TikTok, and more, the possibilities for reaching a global audience are endless. In this comprehensive guide, we’ll explore how to effectively promote your music and create a solid music marketing strategy. Whether you’re a budding artist or an experienced musician looking to enhance your online presence, these strategies will help you harness the power of social media to boost your music career.
Let’s explore the best practices for marketing music on social media.
The social media landscape for musicians
Before we dive into specific strategies, let’s take a look at the major social media platforms and how they can benefit musicians:
With over 2.8 billion monthly active users, Facebook is a versatile platform for sharing music, engaging with fans, and running targeted ads. You can create a Facebook Page dedicated to your music and leverage Groups and Events to connect with your audience.
Owned by Facebook, Instagram is a visual platform perfect for showcasing your music through photos, videos, and Stories. Use hashtags, collaborations, and Instagram Live to reach a broader audience.
As the world’s second-largest search engine, YouTube is a powerhouse for musicians. Create a YouTube channel for your music videos, live performances, tutorials, and vlogs. Collaborate with other YouTubers to expand your reach. It is the perfect platform to release your music video.
To enhance the success of your music video, you can use YouTube Shorts. This can be seen as an appetizer for the main course; a preview to the new song. As you can have many followers on YouTube, this can be seen as a social media channel as well.
Besides YouTube, there is also YouTube Music, a streaming platform. Kwettr not only promotes music on YouTube but we also deliver your songs to YouTube Music. We can help you to put your music online on this platform.
Kwettr offers special ad packages for YouTube.
TikTok’s short-form video format has catapulted songs to viral fame. Participate in music challenges, create engaging clips, and use trending sounds to introduce your music to a massive, engaged user base.
TikTok recently also launched TikTok Music (to replace their old service Resso). Besides that, TikTok has TikTok Shop; a place where fans can buy physical products, concert tickets and merchandise. This is for US customers only.
Although royalty payments from TikTok are really low, it is still interesting to post new music on the social media platform. TikTok’s curation of content is very different compared to the other social media platforms. Content is being served based on an algorithm instead of content posted by your friends. Not only does this result in seeing content which probably fits your needs in a better way, but it also boosts virality.
In that case, TikTok even is more interesting in social media marketing because it then drives traffic to other streaming platforms like Spotify or Apple Music. Lots of big hits actually were discovered on TikTok first.
The music industry however is not yet very keen on TikTok; low royalty rates, a company based in China (lack of privacy rules) and a lot of secrecy on how they run their business. For a music artist, however, there are lots of opportunities.
While primarily a music streaming service, Spotify offers artist profiles where you can share your music, update your bio, and connect with fans. Spotify for Artists provides valuable insights. Use these insights to determine the music marketing strategy of your next release. It shows information about your fan base and what your top engaging content is.
Twitter is one of the few social media channels that does not have a license deal to use music. Other social media giants all have license deals in place to compensate rightsholders when their music is being used on the platform. Twitter has been in negotiation with the three biggest record labels (Universal Music, Sony Music, and Warner Music) to sign a license deal. Ever since Elon Musk came to power, these negotiations have stopped. Rumours are that this is because of the costs involved; a license deal would apparently cost X over USD 100m per year.
So how to use X in your music marketing activities? You can of course still post links to your new music on other platforms (streaming platforms like Spotify). Although the interaction on the platform has decreased over the years (many fake or inactive accounts) there are still dedicated fans and a large target audience.
One of the best tactics on Twitter is doing a live Q&A. In the past, this could be promoted using a direct message campaign on Twitter. This has changed over the years; you can invite your followers to join your so-called Twitter Broadcast. A Broadcast is basically an email marketing function within the platform; a way of sending direct personalized messages in bulk. This is not the only social media platform that offers such a functionality; Instagram and Facebook have a similar marketing tool.
Just like the other social media platforms, Snap pays royalties to rightsholders when music is being used. And just like on TikTok, the music can go viral really soon. Use Kwettr Distribution to upload your music into Snap; your music will then be made available on the platform so fans can use it. All royalties made on streams on that track will be paid in the monthly royalty payments.
Strategies for effective music promotion on social media
Now, let’s dive into strategies that will help you promote your music effectively across various social media platforms:
1. Craft a compelling brand story
Before you start sharing your music, define your brand story. Who are you as an artist, and what makes your music unique? Develop a clear and engaging narrative that resonates with your target audience. Use this story as a foundation for your content and messaging across social media platforms.
2. Create high-quality content
Quality matters in the world of social media. Invest in professional photos, videos, and audio recordings. Eye-catching visuals and polished content will grab the attention of potential fans. Whether you’re sharing album art, music videos, or behind-the-scenes glimpses, maintain high production standards.
3. Develop a content calendar
Consistency is key to maintaining a strong social media presence. Create a content calendar outlining when and what you’ll post. Plan ahead for album releases, music video launches, live performances, and other significant events. Use scheduling tools like Buffer or Hootsuite to automate posts.
4. Engage with your audience
Social media is a two-way street. Engage with your followers by responding to comments, answering questions, and participating in discussions. Show appreciation for your fans by acknowledging their support. A responsive and approachable online presence builds trust and loyalty.
5. Harness the power of hashtags
Hashtags can expand the reach of your posts and help users discover your music. Research trending and relevant hashtags within your genre. Use them strategically in your posts, but avoid overloading your captions with too many hashtags, which can appear spammy.
6. Leverage visual storytelling
Visual content is highly shareable and engaging. Create compelling visuals using tools like Canva or Adobe Express. Share stories through Instagram Stories, Facebook Stories, and Snapchat. Use short video clips to tease new music releases or share snippets of your creative process.
7. Collaborate with influencers
Collaborating with influencers in your genre can introduce your music to their dedicated followers. Reach out to influencers who align with your brand and music style. Consider sending them exclusive previews of your songs or inviting them to collaborate on content.
8. Run contests and giveaways
Contests and giveaways can generate excitement and encourage user-generated content. For instance, ask fans to create TikTok videos featuring your song, with a chance to win exclusive merchandise or a private concert. Contests can boost engagement and expand your reach.
9. Share behind-the-scenes content
Offer a glimpse into your life as a musician. Share behind-the-scenes moments, rehearsals, studio sessions, and candid snapshots. Fans appreciate authenticity and the opportunity to connect with the person behind the music.
10. Live performances and Q&A sessions
Live streaming has become a powerful tool for musicians. Host live performances, Q&A sessions, or virtual album release parties. Interact with viewers in real time, answer their questions, and create a sense of community.
11. Utilize paid advertising
Consider allocating a portion of your budget to paid social media advertising. Platforms like Facebook, Instagram, and TikTok offer highly targeted ad campaigns. Promote your music videos, singles, or upcoming shows to reach a broader audience.
12. Analyze and adjust
Regularly analyze your social media performance using insights and Songstats. Songstats also shows analytics on streaming platforms.
Sign up for Kwettr Distribution and our account managers can help you maximize social media engagement.