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Know-how for musicians

Your social media content strategy

March 25, 2021

As a musician, music is often the only thing on your mind. Consequently, the focus of your social media posts will be your music also – especially since you’re using those platforms to reach more potential listeners. But precisely for this reason that we utilize social media as a marketing tool, it might be good to follow some marketing principles, as well. One of them is not to fixate on just one topic.

Define topics and strategy

This means that you must have a clear definition of your brand, which is who you are as an artist. In many areas, social media requires a strategy and a clear position. The fans should be able to identify themselves with you and this usually happens beyond the scope of just music. That’s why you should consider how you want to present yourself as an artist to the public and think about some topics that could be of interest to both you and your fans 

If you’re only ever talking about your music and are thus essentially always trying to sell your product, it gives off a very one-dimensional and self-centered impression. People aren’t just interested in your music but also in the person behind it and why you are making this music. But, of course, you also shouldn’t just ramble on about a bunch of random topics. If you’re talking about music one day, and the next day you’re discussing the military coup in Myanmar, and the day after that the subject is cars, it will seem like you don’t have a concept.

3-5 topics for your strategy

Experts recommend choosing 3-5 topics. The obvious one is music-related themes, such as new releases, music videos, and behind-the-scenes material, as well as the promotion of merch, concerts or livestreams. On top of that, you should consider 2 or 3 additional topics that you are knowledgeable in, that you have passion for, and that you want to speak about in public.

One person might be comfortable sharing their private life, the other is involved in local politics, and the third loves to talk about soccer or their pet. Of course, this doesn’t mean that you have to keep discussing the same topics year after year. On the contrary, every once in a while, you should re-evaluate whether these are still the right ones for you. After all, everybody’s interests will always evolve, so you should keep re-inventing your content accordingly.

The focus changes continuously

Likewise, you’ll need to constantly reorganize your prioritization. When there’s a new release coming up, you’ll naturally post more about the music. When there isn’t, other topics can come to the fore. If possible, you might also want to slightly shift the thematic focus depending on the platform.

Knowing the core topics also helps you develop concrete marketing strategies for an upcoming release and identify which resources you’ll need to promote it.

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