Social Media for Artists: Part II
One portion of social media management involves posting, creating content for your page(s), and engaging with your fans on the regular. If you haven’t already, check out our Social Media Tips for Musicians: Part I blog, which features insights about content creation and post frequency.
In this post, we will dive deeper into how to own and get the biggest ROI from your social media as a DIY musician. There is great value in being able to understand — even on a basic level —how to analyze your data and use it to further develop your social media strategy.
There are some key indicators that help you define and analyze the level of success of your social media post or campaign, including engagement, reach, and impressions. Facebook and Instagram have made it easier than ever to track performance and easily interpret and understand what is going well and what could be adjusted to do better next time.
If you have made an artist page for yourself, first note that this is separate from your personal Facebook page. However, you will manage your artist page and analytics from your personal account. Once you get your artist page up and running, analytics and data will be available for each post as well as macro page level insights. The numbers and data you will see nothing until you first get familiar with the data types and their meanings.
Some key terms, defined:
Reach: the number of unique people who see your content.
On Facebook, reach is broken down into three segments. Organic, paid, and viral reach are all different measures of reach. Unless you are sponsoring posts (paying to “boost” them and get more views), organic and viral are what you need to worry about.
“Organic reach” is simply the number of times your content was displayed after you posted. “Paid reach” is the number of times your paid content is displayed.
“Viral reach” accounts for how often your content is shared, commented on and general engagement, such as likes and reactions. The bigger the viral reach number is, the more sharable and interesting your content is. Sharable content is what you want to go for every time!
Impressions: the number of times your content is displayed in a person’s feed.
Impressions account for sharing. So, say you post an riveting video of your drum solo from the show last night and a friend shares it. The people who see both your original post, and your friend’s shared post, will count for two impressions.
Sprout Social, an effective social media management tool, explains further: “Reach is the number of people who may have seen your content, while impressions are the total number of times the people you’ve reached may have seen your content.”
Engagement: how many times people interact with your page or post.
Engagement includes clicks, comments, likes, and shares. This is a great measurement tool to gauge what content is popular and what your network is interacting with the most, letting you know what topics, visuals, and work of yours people like the best.
Setting up ads
Once you do have extra cash, Facebook ads are a great way to grow your fanbase. They are flexible, customizable, and affordable to run short-term, and will help you reach people who do not already “like” your page. It is wise to boost posts that are already doing well organically, as they’re more likely to resonate with ad viewers as well.
Using these tools to analyze posts will give a much more accurate idea of what fans are excited and wanting to see. And as a general rule, the more people who engage with your page, the greater your overall reach — meaning the more you put out great content, the bigger your audience will continue to grow.
Understanding these tools can help you know what content is successful, what is not, and adjust accordingly which is paramount when building your brand.
While on Facebook, your analytics are automatically launched with you artist page, Instagram is a little trickier. However, it only takes a few minutes to set up your Instagram analytics account so you can track data for posts and make your profile appear more professional.
How to connect Instagram and Facebook pages to receive Instagram analytics:
- Go to your profile and tap in the top right on Instagram.
- Scroll down and tap “linked accounts,” then select Facebook.
- Your Instagram account will link to your personal Facebook by default. To link to your page instead, tap ‘share to’ and choose the artist page that you manage.
You will be able to convert your Instagram into an “artist / musician” profile and will be able to track your posts and the corresponding data points. By doing this, Instagram will also place you in more feeds of people with profiles that relate to yours, such as music companies, other artists, managers, and producers.
It also gives followers a contact option for people to directly email or call you from your Instagram profile. This makes you more accessible and will help you grow your network, and ideally, book more shows and earn more press.
Whether you are managing your own social media campaigns or someone else is, it’s really important to know what fans like and relate to. Stay true to yourself, but recognize the value that creating engaging content has for your career — nearly unparalleled in today’s social media driven world. Not every post is going to skyrocket, but utilizing these tools is an important step in the process to building your brand and developing a voice and following as an artist, as well as taking control of your own career.
Interested in having a branding consultation for more insight and guidance than this post? We can help you find your authentic brand with our array of artist marketing services; contact us using the form below to learn more.