Musicians are one of the industries that are currently having a rough ride, thanks to the coronapocalypse. In fact, the arts are so badly hit thanks to the leisure industry closing down, that the government are taking it upon themselves to try and put all artists to work in other areas.
The dystopia-loving-cynic in me sees this as Fahrenheit 451 set in 1984. In fact, we could sit around a firelight with a tumbler of whisky and discuss the relevance of such books to today’s society and it wouldn’t be long before we mentioned the censorship of art in science fiction. However, the last thing we need is this kind of cynicism.
If we resume the positive position that we are used to occupying, we can see that there is potential for artists to thrive in the world of commerce, marketing, and other industries. At the very least, it is a good idea until we can march fully armed with our guitars and ukuleles to venues that will once again have the money and the confidence to allow capacity crowds.
That’s because, as creative people, musicians have transferable skills. Creative skills. And, strangely enough, experience. What does the experience of a musician teach you about social media marketing?
Not clapping isn’t the same as not listening
The problem some social media managers and musicians share, is their need for a glorious arcade of validation. They do what they do for a cascade of likes and applause. Often, they think that if people aren’t jumping up and down about their post immediately, it was ineffective. That just isn’t the case, however.
It’s like the acoustic guitarist sitting in the bar killing you softly with his song. You would clap, but you’re involved in another conversation. You are aware of them playing, but right at that moment, the music is irrelevant. And that happens a lot on social media too.
How many times have you scrolled past a post and thought, that looks interesting? You read the post, and like the content. But you then move on, scrolling down your newsfeed. You didn’t click the like button. Moreover, if the post doesn’t ask a question, or speak directly to you, you aren’t going to comment on it. So, if you are looking for the gratification of likes and comments, then you need to engage your audience by looking for a response.
A bit like the musician who speaks to their audience as opposed to the one who just plays their music.
Long introductions are boring
The content on a social media post is important. There is no doubt about that. But as any good performer will tell you, and audience only has so much attention span.
Beginning your performance with a long-winded instrumental or waffly speech is never going to capture an audience. And the same goes with a wordy introduction to your content on social media.
- It’s self-indulgent. Nobody cares whether you can weave an oil painting with purple prose. They want you to get to the point.
- It doesn’t grab the attention of your audience. They want you to get to the point.
- A big batch of prosaic text looks daunting, so a lot of people won’t read it. They just want you to get to the point.
The point is, when it comes to social media, people like to consume content quickly.
When creating your social media post, it’s better to get to the point.
Knowing your audience is key to success
It might sound like such a simple and obvious thing to say, but it’s easy to forget. Knowing who you are aiming your social media posts at is key. Having a buyer persona created will help you with this.
Musicians often turn up to venues for the first time and find themselves confronted with an audience they have never played in front of before. And, you don’t know which one you are going to get. You might have an easy-going audience that laugh at all your jokes. Or, the audience might be one of those silent and judgmental audiences that we all dread.
It’s the same with social media. If you are trying to attract a specific demographic it is best to know what their preferences are. For instance, jokes and topics that baby boomers engage with are very different from topics that millennials will enjoy.
Understanding your audience and delivering your content to them in an appropriate manner is more likely to get you a repeat booking or sale.
Creative people do have the transferrable skills to join the marketing and branding industry. Musicians, for one, understand that you need to be memorable, original, and consistent. As TJ Marketing points out, “it’s crucial that your brand stands out and makes an impactful impression”.
The point is, there are some similarities between the experience of a musician and that of a marketer. Most of which is tied up in being a performing occupation that requires an audience. Your audience is the most important aspect of your business. Without them there is no business, just as for a musician, there would be no gig.
If there is anything else you would like to add to this discussion, then please don’t hesitate to comment below.