Last week we began a series on how to advertise your music online for free, focusing on the tried-and-true method of the press release.
This week we’ll be talking about how to use social media to maximize your visibility.
Most artists in 2018 know that social media makes up the lion’s share of advertising for nearly every market today. Fewer know exactly how exposure can change depending on how those media outlets are used. Here are a few basic principles to follow. Every artist won’t follow all of the below, but the artists who do will benefit from superior exposure compared with those who don’t.
- Make an official account at each social media site for each of your music projects.
Every site has a different user base. Very few people use every social media site, just like very few people watch every TV show.
This means that you will talk to different people at each site. Therefore, if you post at every site, you will reach the most people.
This means you should have an official account at Twitter, Instagram, Pinterest, Facebook, Tumblr, YouTube, and Snapchat (as well as any others you can think of, optimally). Being so spread out is going to take you a lot of time, too, because:
2. Post to all of your official social media accounts on the regular.
Magazines, newspapers, TV shows, and radio programs all have one thing in common — consistent regularity. These media types have known for decades that if they miss a week, they lose audience members. Everyone wants to hear from their favorite social media contacts on a predictable, consistent basis.
If you can post to all your social media accounts every day, you should do so. You’ll be amazed at the difference this makes in your fan base numbers after just a couple months.
If you can only post to each account once a week, that’s respectable, too, but don’t miss a week! One week of silence from your music project is hard enough on your web visibility. Two weeks of silence, straight, will teach fans to forget about you. Three weeks gone dark is a disaster.
3. Interact with people on your accounts.
Don’t just log in, post a picture of your band eating pancakes on tour, and move on. Look for comments anyone has made. Click ‘like’ buttons on things. Make it look like you’re a living person in there, not just a digital billboard.
4. Post different pictures and comments on your various media accounts.
Part of the reason you want an account at each site is to get some fans acquainted with you at more than one site. That only makes sense for them if you’re posting different things everywhere.
If you just copy/paste an image into every account each Friday morning, people will learn pretty quickly that there’s no point in following you at more than one media location.
That’s all for this week’s Mondo DIY Blog. Stay tuned next week for more on how to advertise your music project online for free.