Best Social Media Practices to Help Grow Your Brand in 2023
Social Media Series
(Blog Post Updated 12/28/2022)
In this blog post I’m going to focus on basic practices for Social Media using tried-and-true methodology. Social Media “trends” are very useful to quickly grow your follower count, however, they come and go and require frequent research and application. Below are proven practices that ensure an artist maintains a successful social media presence...
The Basics
SM allows the viewer to feel more connected to the content creator. Followers that feel connected to an artist are more likely to consume that artist’s content. This can lead to the development of a pay cycle, in which your followers get used to paying for your music, merchandise, tickets, etc.
SM platforms move faster than websites and provide insight to your brand, personality, and message as an artist.
Content is still king, however there is a difference between creating content and creating art. Content allows you to continue your momentum and increase your viewership. Art is the vehicle an artist uses to deliver a message. Do not stop making art! It’s important to recognize when you are making art and when you are making CONTENT.
Apps such as TikTok (TT) or Instagram (IG) require a LOT of frequent posting. The best way to do this successfully is to get organized and dedicate an afternoon/day of the week when you are able to create tons of content. Compartmentalize this content and break it up into unique clips that you can post throughout the week. Use this routine as a way to continue to drive content to your account and show the SM algorithm that you are an active creator on the app.
Mark’s Social Media (SM) Rules:
Use SM to Increase Outreach — SM can be a wonderful tool to share your story with a demographic that is outside of your current network of family and friends
Showcase Your Personality — Highlight the parts of your life that make you YOU. What are your hobbies? What makes you unique as an individual?
Work at Your Own Pace — It’s easy to get overwhelmed by SM. Take your time and figure out a posting schedule that works best for you
Don’t Play the Comparison Game — The beauty of SM is that you can be your authentic self and have success in your own lane. Comparing yourself to other artists on social media will only blind you from your own successes.
Tik Tok
TT is the current SM tool with greatest potential to grow your brand. The TT algorithm is incredibly effective in recognizing who you are, what your interests are, and how you can contribute to the platform.
TT Tips:
Use Good Lighting — Videos with good lighting perform better across all SM platforms. I recommend using this inexpensive portable Ring Light from Amazon.
Don’t Take Yourself So Seriously — We love to see artists creating in their element. SM videos do NOT need to be overly rehearsed or produced. The best TT videos are casual, laid back, and authentic.
Share Your Story — Each of us has a unique story to tell and there are plenty of people in the world who can learn from your experiences. Don’t be afraid to share your story!
Post Frequently — The specific number of posts per day varies depending on who you ask. Frankly, the more you can post early on in your growth, the better. However, if you plan out your content correctly, you should be able to post 3+ short (< 20 sec) videos per day, every day. This may sound like a lot, but 3 videos at 20 seconds each, posted 7 days a week, is only 7 minutes worth of content per week. Posting at this rate will give you the best chance at quickly growing your followers.
Use Trending Audio — Trending audio is a great way to “ride the wave” of popularity. Pro Tip: add a trending audio to your video, but keep it muted. You can use the benefit of the audio without having it play during your video
Encorporate Brand-Related Trends — While exploring on the app, you may find that certain trends include a dance, filter, or specific action in order to participate in this trend. Find ways to connect your brand with these trends and match the “cadence” of the trending videos. This will help your content seem fresh and relevant.
Know Your Audience — Who do you suspect would want to view your content? Are they coming to your page for entertainment, to discover something, or learn something new? Take a step back and audit your content. Targeted content can help you find your desired audience. ( see Serena Z post below )
Finding Success on TT:
Serena Z! is an incredibly talented artist whom I have the pleasure of managing. Using the basic principles I described earlier, in addition to creating content around trending audio, Serena Z! has found enormous organic growth on TT in a short amount of time. She has grown her followers at a rate of roughly 60k every 5 months! I have shared screenshots of her viewership between March, July, and this past December 27th.
Her success on SM has not only led to a community of eager fans, but numerous collaborations, including being chosen to perform at the Hard Summer festival in California. The DM’s and connections she made on SM directly led to the following incredible accomplishments:
Performance on the main stage with Lucii at the Hard Summer EDM Festival
Co-writes with incredible up-and-coming Dj’s and producers
Breaking Sound Nashville Showcase Performance
NYE performance with InOrbitz
Freedom Rave Wear clothing brand partnership (see Serena Z’s Closet here!)
Resposted content by Mike Posner
and, more!
March 27th, 2022
July 7th, 2022
December 27th, 2022
What to Focus on in 2023
The Algorithms are ALWAYS Changing
The social media algorithms are constantly changing, but that doesn’t mean you need to lose sleep over them! Pay attention to which platforms are being more gracious and giving your content greater views. In addition, always take advantage of new editing tools or add-ons! Platforms such as IG are constantly looking for ways to grow and develop. When they release a new addition to their software, they tend to boost the videos using this extension as a way to bring attention to the update. Incorporate these changes into your content ASAP to see results.
Entering the Era of AI and ChatGPT
AI technology is not going away any time soon, so embrace the benefits and leverage it’s capabilities to help your content. ChatGPT and other AI software can be useful tools to create text for your blogs and social posts. I suggest you explore these softwares and find a way to make them work for you.
Tik Tok as a Search Engine
Now more than ever, Tik Tok has become a powerhouse search engine. Looking for the best barbecue in Nashville? Search Tik Tok and you’ll find hundreds of reviews, pictures, and videos of different locations. Trying to buy a car but don’t know where to start? Tik Tok has you covered.
Tik Tok has recognized these content creators, and created a seemless search engine function to help with user inquiries. Pro Tip: the best way to take advatange of this is to make your content searchable. What might people on the TT platform search for? In what new ways might they discover your music?
Frequently Asked Questions
Why do you need followers?
It’s important to recognize that a substantial following on SM can equate to an increase in collaborative opportunities with other artists, brands, labels, etc.
The number and demographic of your followers indicate a lot about who is consuming your content. You can use this to your advantage.
It’s not about the # of followers as much as it is about the QUALITY of followers. The best way to create high quality followers is to build a community around your message.
Chasing a high follower count can very quickly get overwhelming. I like to think of followers as the number of lives that you can potentially impact with your message.
Remember, 1,000 followers who are willing to spend $10 every time you release something new equates to $10k in your pocket.
How important is it that I have social media?
It is important to have a social presence that not only reflects who you are as an individual, but serves as representation of your brand, what you stand for, and your potential as a creative.
If you are looking to leverage the release of a new song, it’s best to showcase it in front of a large audience. The easiest way to do this is in front of your followers on SM.
How much time should I spend making content?
This is entirely up to you and your capacity to create valuable SM content. However, I think it’s important for all artists to make content that showcases their process and tells a story.
TO BE CONTINUED…
It’s very easy to go down the rabbit hole of TT and all things Social Media! I hope you find these tips to be useful and easy to implement with your own content.
To summarize: be your authentic self, have fun, and use SM as a tool to find the people that can benefit from your message as an artist.
Thanks for making it this far! I hope this information helps you stay healthy and singing at the top of your game. :)
Take a moment to give yourself major props for investing in YOURSELF and your career. Adjusting your mindset is the first step!
If you’re a female artist in the music industry and would like to continue to advance your career, be sure to apply for our next New Roots Weekend! Applications are free.
Click the link below to apply…
Warmly,
Mark