The biggest mistake I see musicians making on their social media pages is the lack of engagement. Followed closely by not posting enough and not varying their content.
Social media is about being social. Many artists never post unless it’s to sell their upcoming show or latest single. Outside of that, it’s cricket. How many people do you know who say that social media doesn’t work for them or that they’re not getting the engagement they expect? This is due mainly to the lack of engagement.
Imagine that you have a friend. And that friend only reached out when they needed something. Every time they called you, they were pushing their latest business scheme, their NFTs, how you too can make money with Crypto, Tupperware, something.
They never reach out to see how you’re doing or to offer themselves up for anything. You reach out to them, but they do not answer the phone. You would eventually start to avoid them. You stop accepting any phone calls. You may even block their number and hope to never run into them on the streets. On social media, you just unfollow them.
Please do not treat your fans like this; interact with them. This is why they follow you! Comments, likes, and shares are important. This is what tells Facebook what to prioritize on a person’s feed. Facebook prioritizes posts with a lot of engagement. The average Facebook post reach is 5.2%. The median conversion rate (e.g., the percentage of people who will purchase a ticket) for events is 5.2%.
If you’re a small regional band with 2000 Facebook followers, when you post, only about a 100 followers/fans will see the post. And only five people will make a purchase based on that post. The marketing average of seven states that, on average, a person needs to see an ad seven times before they remember it.
So, you can see why posting often and regular fan engagement is vital on all social media channels for musicians to be able to turn engagement into ticket sales or fan attendance. You don’t have to be on every social media platform, but the ones you’re on, especially Facebook and Instagram, being social is crucial.
It’s important to remember that social media is one of the most powerful tools musicians have to promote themselves. It allows you to connect with your fans and share your music.
Let’s discuss the top three social media mistakes I see musicians making and how to avoid them.
Mistake #1 – Failing to Interact
The first mistake musicians make is failing to interact with their fans. Social media isn’t a one-way street. If you’re only using it to post about your latest single or tour date, you’re missing out on a huge opportunity to connect with your fans and build rapport. When you take the time to interact with your fans, you’re showing that you care about them and value their support. This can go a long way in building a loyal fan base.
Pro Tip: When building your social media following, it’s important to “like” every comment and respond to all fan questions.
Mistake #2 – Not Posting Enough
The second mistake is not posting enough. Social media is a great way to keep your fans up-to-date on what’s going on in your career. But your fans will quickly lose interest if you’re not posting regularly. The key to a successful social media strategy is finding a balance between posting too much and not enough. Too much content can overwhelm your followers, but not enough can make you seem uninterested or out of touch. A good rule of thumb is to post just often enough to keep your audience engaged without bombarding them with too much information.
Pro Tip: Create a plan for your social media postings. Plan out when you will post, and try to make sure you post something at least once daily. Consider upcoming events and holidays, and consider how to use them in your postings.
Mistake #3 – Posting the Same Type of Content
The third mistake we see musicians making is failing to vary their content. Social media is a great way to share your music, but that’s not all it’s good for. If you only post about your music, you’re missing out on an opportunity to connect with your fans on a deeper level. Try posting behind-the-scenes photos, videos, or even just sharing what’s going on in your life. This will help create a more well-rounded picture of you as an artist and keep your fans coming back for more.
Pro Tip: Use a rule of thirds when posting content on your social media. This will help to keep people interested and engaged. Vary the content you post, including photos, music videos, live performances, unscripted/impromptu live sessions, and links to ticket sales.
Social media is a powerful tool to help you connect with your fans and grow your career. But if you’re not careful, it’s easy to make some common mistakes. By avoiding these three mistakes, you’ll be on your way to social media success.
What other social media mistakes do you see musicians making? Share in the comments below!