In this week’s blog I will develop last week’s writing surrounding cancel culture and social media and explore how we can better manage our use of it.
In today’s digital age, social media is an essential and unavoidable tool for musicians looking to build brands, connect with fans, and promote our music. Whether you’re an independent artist or signed to a label, managing social media effectively can help or hinder our careers, (or so I’m told). However, navigating the complex world of technological platforms (according to some) requires a strategy.
Not all social media platforms are created equal, and we should focus on the platforms that align with our audience and brand. While Facebook, Instagram, Twitter (now X), and TikTok are popular choices, each platform has its strengths. For example, TikTok is known for its music virality and short-form videos, making it ideal for showcasing snippets of songs and behind-the-scenes content (something we often have a love/hate relationship with). I don’t actually use TikTok but I hear a lot of mixed reactions about it. Instagram is a great platform for visual storytelling and interacting directly with fans, while Twitter (I still call it this) offers an avenue for real-time engagement despite it feeling like the world is ending every time I use it!
Essentially, if you are going to use social media, (you kind of have no choice really) artists should prioritise platforms where their audience spends the most time. According to Hootsuite, 54% of Instagram users are aged 18–29, which makes it a key platform for reaching younger fans. Meanwhile, TikTok's rapid rise as a music discovery tool makes it a must for artists looking to break into mainstream attention. I’m still trying to work out what this all means for me as a middle-aged indie musician, perhaps it’s not the place for us?
Many of the social media gurus tell us that authenticity is key in building a loyal fan base. Fans want to connect with the person behind the music, not just the polished public persona. I struggle with the binary concept of authenticity as I think we are all a mixture of different parts rather than authentic or not. Despite this, I do think that people want to see more of us than they did in the old days. To help this process, we can show our creative processes, share personal stories, and engage in honest conversations with our audiences If we feel comfortable doing so. I don’t particularly like doing this and I’m aware this may
impact my own engagement, oh well….
Consistency is also crucial for maintaining audience engagement. We are often told how musicians should post regularly to keep fans updated and interested. This doesn't mean flooding followers with posts, but rather finding a sustainable rhythm-whether's daily, weekly, or bi-weekly—that works for our schedule (also something I don’t do). I often have a main flurry then real-life kind of takes over. If you do struggle with this then tools like Hootsuite or Buffer can help to schedule content in advance, allowing us to maintain a steady online presence even during busy periods like tours or recording sessions if this is what we want.
Interacting with fans on social media goes beyond just posting content. Responding to comments, direct messages, and fan-made content can also help build a sense of community for some. Here’s another area that I cynically question due to the pseudo synthetic nature of online community. Putting my cynicism aside I do concur that fans are more likely to support musicians who acknowledge their support. Creating interactive content, such as Q&A sessions, live streams, or fan polls, can deepen this engagement.
To conclude this blog, it’s also important to remind you all about the negative impact of social media. I often find myself feeling worse after I have engaged with social media, yes it’s nice to have a sparkle of likes and attention but in general I’m mostly left feeling emotionally worse more often than better after I’ve been posting. Perhaps that’s just me?
Adam Ficek hosts a monthly show 'Tonic Music' on Totally Wired Radio, where he talks to various guests about music and mental health. You can listen again to any of the previous show on the Tonic Music Mixcloud page.
