Recently, I had the opportunity to attend the first-ever VidCon to be held in Australia. VidCon, for those not obsessed with digital technology, is a multi-genre conference that covers all things related to online. Many seminars will help you understand the different platforms and how to use them for your business, brand and personal image. I was struck by the importance of Instagram to brands and businesses. This got me thinking about how it could be applied to artists in the music industry. I spent a lot of time reading up on the pros and came to the following conclusion: ABSOLUTELY.
Your online brand is your online presence. Instagram is the most popular social media platform. Social media is much more than a photo-sharing app. It can also be used as a marketing tool and promotional platform. In some cases, it can even provide income. We have some tips to help you make Instagram a success!
1. Be specific in your posts! You can choose the type of profile you would like to have and then manage your content accordingly. Your content doesn’t need to be either personal or business. Sometimes you can have both. Every post should have a purpose. You can promote new projects, upcoming gigs, encourage discussions, show your personality, or showcase work you are proud of. Make sure you put thought into each upload to make your profile reflect who you are as an artist.
2. Stick to a theme
Although it sounds trite, every social media expert I spoke with at VidCon 2017 stressed that a consistent theme is important in content and appearance. A colour scheme integrated into your Instagram layout can make your profile look professional, well-thought-out, and visually pleasing. If your band plays at nightclubs with poor lighting and therefore takes photos in darkened settings, you can incorporate this theme into your Instagram theme. You can also match your posts with darker colours and tones. No theme is better than another, but it is important to keep your layout consistent. The content is the same. While you don’t want every post to be an advertisement (this could come off as spammy), it is important to keep the message clear. You are choosing the image you want to present on social media. Make sure that everything you do is consistent with your brand and represents your band/brand in the best way possible. It would be best also to decide how often you would post each week. A band or artist who wants to grow their following should post 3 times per week. This will allow them to keep their followers interested without being too spammy. It would be best if you also kept to your posted schedule. A “throwback” photograph is great if you have a slow week due to gigs. Consistency is the key to success!
3. It’s easy to link it, baby!
Every post can be used to promote “cross-platform”, so let your followers know if you just uploaded a track on SoundCloud or a video on YouTube. Anyone who follows an Instagram influencer will have at least seen the term “Link in Bio”. If you are releasing a new sound, use one of your posts to increase your reach and encourage your followers to do the same. This is important to keep up-to-date. Having a link that’s six months old in your bio section of Instagram is not a good idea. It would be best if you didn’t ignore the power of Instagram Stories. They’re a great way for your followers to grab their attention quickly and can be used to engage with your content or send them to your profile to check out the latest news.
4. Engage your followers!
Your followers are your fans. This should be something you keep in mind as you use social media. These online supporters have invested in your career and supported you as an artist. Make sure they know how much they are appreciated! This is an important step in building and maintaining your online following. Respond to comments made on your posts by others. Even if it’s just under a photo, a simple thank you or a compliment can go a long way. A great way to interact with your online community is by encouraging discussion beneath your posts. This can be done by asking a question in the caption of a new post. It’s a great way for your followers to engage with you. You can also ask them where they live (city/country) and get insights into the areas that your music is reaching.
5. Do not go M.I.A.
While this might work for Taylor Swift, it is not going to work for you if your industry is well-known. It would be best to stick to your posting schedule, no matter how many times a week. Keep your online community informed, even if you are on tour or performing on a busy stage. This will let them know that you care about them and keep them interested.
Although social media is not the only way to reach your fans and create a community, it can be a powerful tool. You can use it as a marketing tool or promotional platform for your band. Consistency is key. You are your brand, and your followers your fans. Enjoy your Instagram experience and be creative in your posts. This will make it a great asset.