Marketing for musicians: 6 ways to drum up social media hype
Image credit: Erik Mclean
Sure, your jams are top-notch…but how’s your marketing? 🤨
I’ve worked with an indie record label, a music marketing agency, and a J-rock icon during my freelance career. I’ve also been the journalist trying to find a band to interview. And let me just say — some of you really don’t make it easy.
On that logic, I thought I’d pull together a 3-minute read with 6 free tips to help you get your social media marketing on lock. It’s simple stuff, but it works!
1) Don’t just use social media when you need to promote something
This is the worst crime of music marketing and one I see all too often — bands or band members who only take to social media when they’ve got something to promote. That’s not how this shit works, babydoll. Social media is for always, not just for promotions.
Build daily social media time into your schedule so you’re regularly posting and interacting with fans in the comments section. You don’t have to post every day, but you do need to show up and interact.
2) Make sure all touchpoints are sorted before you start
It’s no good rolling out a smashing social media marketing campaign if your profiles are all over the place.
Whether you’re a solo outfit or part of a group, make sure every social media profile looks and sounds consistent. That means matching header images (bonus points if it’s a promotional image for your latest release or tour dates) and that your bios are being used to full advantage, including search optimisation…
3) Optimize for search
Doesn’t matter which platform you’re on; you’ve got to make sure you’re findable. Use one or two keywords in your bio and in your posts so you’re the first to pop up when anyone searches for a certain musical term. Which leads me to the next point…
4) Contextualise your vibe
You know those weirdly specific playlist titles? Like ‘Sad cute boys’, ‘Music to strut to’, or ‘You’re the main character in a gothic romance on a Sunday night’? There’s a reason they’re so popular — context, baby girl!
Just as brands use straplines to contextualise themselves to new customers, you’ve gotta have a line or two in your bio to help people catch your vibe.
Are you ‘60s Vampire Surf Rock? Wilderness Metal? Maybe you just want a sassy one-liner to help set the tone? Either way, give potential fans something they can sink their teeth into.
5) Create rapport
People grow attached to bands but often find deeper connections with the people behind the music. The trick is to give people content that allows them to a) get to know you and b) interact with you.
A few ideas:
Do an ‘Ask Me Anything’ by responding to comments or stitching videos
Live stream practice sessions and jam sessions
Share relatable bits and bobs from your day
Talk about music you’re loving right now
Give behind-the-scenes snippets from jam sessions, gigs, or practice sessions
Whatever you do, just don’t overthink it. Overthinking is the fast track to wooden posts that sound phoney.
6) Infect ‘em with an earworm
This sounds gross, but trust me, it’s solid. One of the quickest ways to get shares, likes, bookmarks, and avid followers is to infect people with a catchy hook. One they just can’t get out of their heads.
Use your catchiest hook in your posts and videos — you’ll need to do it a few times if you want it to stick. Perform it live or acapella, lipsynch it, use it as the background music to your videos. Get people hooked on your track so they have to find and download it.
Need a hand with it all? Hit me up for a content plan, one-on-one advice, or full-service marketing 🤘