No doubt that musicians and bands have been quite successful using social media to promote their music, brands, concerts, connect with fans and gain visibility. So many musicians and bands got discovered and went on to sign lucrative contracts by posting tracks on social media for their audience and fans to listen, like and follow.
The question is-
What is the strategy that these musicians and bands have used to execute their social media marketing well?
Simply put, it is all about - Audience Engagement
Let’s review a few examples
Rihanna Rihanna leveraged her Facebook page to connect with during her 2011 album release. She provided some behind-the-scenes footage of her videos from the album as well as song lyrics. Even though, she could not promote her new album in the traditional format using radio play and TV appearances, she was still successful using social media. Both of these strategies engaged fans to get them tons of publicity, followers, and album sales. Social media metrics for Rihanna
Facebook - 80 million fans Instagram - 62 million followers YouTube - 29.3 million subscribers
Rihanna has continued to reach out to her fans and subscribers as she launches Fenty Beauty and lingerie line. So her strategy has obviously been very effective. Lesson learned - show the fans and followers how the sausage is made.
Lady Gaga Lady Gaga has used her Facebook page very effectively to reach her fans directly, whether it is to announce new album releases, concert schedule, share exclusive photos and videos or to engage with fans. She’s also given away prizes and exclusive access at concerts.
Facebook - 60 million fans Instagram - 28.2 million YouTube - 10.3 million
John Legend John Legend is one of the musicians that uses his social media for good. His authenticity shines through and he’s much beloved for that reason. Along with promoting his brand, he also uses his social media platform to highlight the effects of animal cruelty.
Facebook - 9.2 million fans Instagram - 8.1 million followers YouTube - 4.4 million subscribers
These same strategies are being used by the following musicians -
Lessons Learned: To be a successful musician/band on social media, give fans, followers and subscribers (FFS) reasons to “Like” your social media channels by
Offering them exclusive inside knowledge or behind the scenes look at how the music or video gets made. Something that is not available to everyone else unless they are FFS
Show some empathy or vulnerability to your FFS when traumatic events happen in the community or in your life. Use your influence and audience reach for good purposes
Reward your loyal FFS with mementos that empower them and help them share the experience with others
Be authentic, people want to see your humanity and it comes through in the social media interactions.