Now more than ever, artists need to put more concentration on the digital marketing or promotion of their new releases, music videos, tour dates or brands because their target audience spends their time on the internet. Social media marketing has proved its effectiveness in today’s world with over 3 billion users thus as an upcoming artist or an artist looking to grow their fanbase it would be a mistake not to prioritize marketing your music digitally.
What is Digital Marketing?
Digital Marketing is the promotion or advertising of a product or brands to connect with potential consumers on the internet. With COVID-19 slowing most of the ad production, digital marketing is the most effective way to reach customers today with the number of internet users rapidly growing.
Digital Marketing and Music
As an artist, you need to meet your audience where they spend most of their time,and that is on the internet. The way people shop and buy has changed over the years, they do not queue for cd purchasing nor do they buy them on the streets. Digital marketing through social media is the most effective way to promote your music today, as this will not only keep the existing audience attracted to your music but will increase more traffic towards your music.
There are nearly one billion monthly users on Instagram and that is a figure you cannot just ignore when thinking about promoting your music. Instagram is a great marketing tool to promote your music and connect with the consumers.
Consistent and relevant posts,captions, hashtags and stories are key in building and establishing a relationship with your audience. Not only will this assist you increase the traffic towards your music but it also makes consumers recognise you as a brand and this will also create and build consumer loyalty.
Due to the fact that Instagram users are more music oriented than most of the population, Instagram marketing has no doubt become the music industry’s secret marketing weapon.
Snapchat is one of the platforms that has made it easy for people to share all kinds of content, with over 100 million daily active users. As an upcoming artist wouldn’t you want that much traffic driving towards your music?
With the ability to share quick snap stories, Snapchat gives you the opportunity to preview new songs that are in the works, behind the scenes of a music video or a studio session. By doing so, you are maintaining a connection with your existing audience and attracting potential consumers. This unique marketing tactic has assisted many of the great musicians for instance Ed Sheeran, who shared previews of the selling records “Shape of you” and “Thinking out loud” on snapchat which aided him in increasing his fanbase and led to the huge sells ;of his records.
YouTube is undoubtedly one of the best ways you can promote your music. It is very vital as a musician to make sure you are easily found and that your music is easily accessible as this will make sure that your existing fanbase can always find your music. With over 3 billion searches a month there is no surprise why YouTube is one of the leading search engine optimization (SEO) tools, thus making it a great tool to promote your music and most of all your music videos.
What is SEO (Search Engine Optimization)
Search Engine Optimization is a process of optimizing your website to rank higher in search engine results pages. In order to get successful in promoting your music through YouTube SEO, you need to consider things such as the title of your music, description of your videos and tags.
You need to take advantage of the current trends, for instance in South Africa if you were to make a song concerning the recent protests you are most likely to get more views thus attracting more audience in all age groups and from all over the world towards your music.
Due to its incredible reach and influence, the TikTok application has become the best way for musicians to promote their music.
As an artist you can now have the destiny of your single debuts just clicks away. Initially, you had to depend on a record label’s assets and organize to get your name out there. Now, you are able to transfer your single song on TikTok and surpass all the radio stations. You’ll end up having the entire nation jamming to your vibe in a few hours.
To succeed in marketing your music or establishing your brand on TikTok it is wise to pick up a theme and stay consistent as we have seen from artists like Jason Darulo who’s official account is mostly about dance, trends while Diplo’s is mostly about comedy and funny sketches. As you stay consistent in your theme, you will most likely to gain attention resulting in the increase of traffic going towards your content.
Using trending hashtags and featuring your music on TicTok by using your own songs as soundtracks is a great way to promote your music.
The larger part of new, one of a kind fans will end up streaming your music after watching a snippet or dance choreography on TikTok. We are living in a time where consumers tune in to music based on how viral it is.On TikTok, users find music they’ve never listened to.
Digital Marketing is BIGGER than ever.
The number of internet users has significantly increased and is still increasing in numbers therefore marketing on the internet is more relevant today and the future. Digital marketing does not only target the potential consumers but also enables you to measure success as frequently as you can, saving you a lot of costs. As a musician or upcoming artist, digital marketing skills are a must have!
Mzobanzi Evan Mtombeni