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Denisha Kuhlor
May 3, 2021
3 minute read
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2020 has taught artists and their teams that to effectively leverage social
media you need a measurable repeatable strategy.

Every week we are introduced to a new social media platform, oftentimes, before
it hits critical mass. For this reason, as a user even if you choose to be an
“early adopter” you end up participating in an experience that is quite hard to
enjoy. In the initial days, most platforms do not have enough engagement and
content in a timeframe consistent enough for it to be appealing. However, due to
social media apps entering the market with features users have typically had
less experience with such as democratic algorithms (TikTok) and synchronous
audio communication (Clubhouse) the plethora of apps that users are utilizing
only continues to grow.

Before the pandemic, social media proved itself core to an artist’s overall
strategy and even played a dominant role in breaking artists without the
assistance of a record label. 2020 has taught artists and their teams that to
effectively leverage social media for audience development and fan engagement it
is not enough to just pick a platform and post, you need a measurable repeatable
strategy. We will explore what an artist should take into account when creating
and implementing such a strategy in a heightened era of fan expectations. 


NOT ALL PLATFORMS ARE CREATED EQUAL 

Quality over quantity is very important but for an effective social media
strategy as an artist a bit of both is actually required. While many artists,
especially digitally native artists build and have a highly engaged following on
one platform in comparison to others there are many risks with over  indexing
too heavily on just one platform. Many influencers who rose to prominence by
being an early content creator on a new platform quickly came to this
realization and branched out beyond the platform they were initially associated
with (i.e Vine stars, TikTokers, etc.). By spending too much time or only having
a large presence on one platform you give the platform control over your ability
to communicate and build relationships with your audience. Additionally, given
that any platform has the jurisdiction to change their algorithm, features, and
even the ability for you to have an account at any time it is critical not to
put all your eggs in one basket. 


AUDIENCE DEVELOPMENT IS A LONG GAME 

Many artists struggle and/or feel discouraged even as they seemingly begin to
find success on social media because the feedback loops that indicate success on
social media do not correlate with the feedback loops that are essential for an
artist looking to build an audience. A strong social media presence is not
directly correlated with a highly engaged fanbase even though the former can
help grow the latter. With social media the feedback loops (likes, views,
increased followers) are relatively quick but the funnel of “potential” fans
that social media is helping you build can only truly be accounted for when
studying the likelihood that those followers convert to actual fans. 


SETTING YOURSELF  UP FOR SUCCESS + EXPECTATION OF FANS ON THAT PLATFORM

Identifying a platform that organically plays to an artists natural strengths is
critical. Whether it is Clubhouse because they like to have audio conversations,
or Instagram because they enjoy talking to their fans live. As Tory Lanez was
able to highlight with Quarantine Radio fans are open to participating in new
ways to interact even if it does not directly involve music. Through consistency
and not always centering “the artist” as the main point of attraction, fans are
able to enjoy a bidirectional relationship, where they feel like the interaction
is going both ways. As social media made more artists become more accessible,
fans developed an increased need to interact with artists in a way that promotes
a dialogue vs. them simply being spoken to. As more platforms hit the market,
maintaining a bidirectional fan relationship will eventually become an essential
prerequisite for audience development. 

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Author

DENISHA KUHLOR


Denisha is a writer at the intersection of music, tech, and fan engagement. Her
newsletter 'A Stan' is a must read.

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