The Art of Social Media Marketing
Our tips from our Masterclass with We Influence People
In today’s digital era, marketing music is a necessity. Successful publishing requires more than just great music – it requires a well-thought-out marketing strategy. In our recent masterclass, we were able to gain deeper insights into the world of social media marketing for musicians. We have summarised some of the content and tips for you – along with a few professional pointers from our partner Moritz Kriese from We Influence People.
TikTok: each post is a new opportunity
On TikTok, you reach new potential followers with every post, and by incorporating niche, personal interests you can design your content strategy in a variety of ways. Insights into each post provide a look at how to optimise your content. But don’t forget: always be active in the app, in your niche. The algorithm will thank you.
Instagram: the all-rounder platform
Instagram is far from dead, despite its detractors. Here are three reasons why your content strategy on Instagram should be on point:
- A well-maintained channel meets many of the requirements of a website or digital business card.
- Reels offers the opportunity to expand your reach organically & be paid for it.
- Generating fan loyalty has never been easier. DMs with Voice Notes, videos & photos or Broadcast Channel are all features that help you connect with your followers.
YouTube: the long-term approach
YouTube takes time, but is very effective with a cool, regular format. Tip: play around with YouTube, but don’t rely on it alone. With customised wording, Shorts can be mirrored by TikTok or Instagram. The “Add Similar Video” feature allows you to connect your Shorts to your longform content. Music videos should be used strategically, because often many potential viewers do not see these videos without a targeted Instagram & TikTok campaign as well. Community interaction and setting fixed release days are also very important here.
Social media persona: authenticity and clarity
A clear brand identity is important. Artists should be aware of what values they want to represent and how often they can go on social media. Your brand on TikTok and Instagram can be different, and sharing interests outside of music (book tips, cooking, crafting, etc.) can strengthen your connection to the community.
Using different platforms simultaneously: find the balance
The art is to focus on the right platforms. Planning and time management are critical to creating content on a regular basis. Pre-production and a clear, pillar-based strategy during the release period help to minimise stress.
The following content columns can help you create different pieces of content during your release phase:
- Lyrics: use your own lyrics for photos and videos (e.g. mood videos, photo slides, etc.).
- Studio: capture studio sessions and the overall creative process. Tip: just let your mobile phone camera run during every session and document the “magic moments”. This helps you share BTS content, capture the studio vibe and the general emotions of the creation process. All great content for your community!
- Live/concerts: here too, always record everything. This allows you to show your closeness to your fans and, for example, to document feedback.
- Song: what is the content and history of the song? Here you have the opportunity to creatively present and communicate the visual world and style of your song – ideal for short form content (Reels, TikToks, Shorts).
The golden rules of social media marketing
Finally, the golden rules from Moritz Kriese, which help you to observe the most important guidelines:
- Consistency is critical.
- Quality above quantity.
- The number of assets before and after release should be the same.
- Post & produce smarter: use content intelligently across multiple platforms.
- Develop, produce, try, review, adapt, repeat: you can do little wrong with this approach! Always remember: take an organic approach before using paid advertising. Test to see if your content pieces generate traffic organically, and then book a campaign as needed.
- Social media is a marathon, not a sprint: plan long-term, set your focus, work with an eye on the future, and never lose sight of your long-term goals.
- It’s called social media for a reason: build an active community and give it enough attention.
Do you need a sparring partner for your social media presence? We have put together three attractive packages with We Influence People. If you are already a recordJet customer, you can check out the packages here. If you are not a customer yet, you can register here for free.
We hope you enjoy planning your content strategy!