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One of my favourite jobs working with new bands is shedding light on how to use social media more effectively. With a possible January tier 4 lockdown looming and many of us potentially at home, this could be the perfect time to look at if your bands social media is cutting the mustard. It goes without saying that musicians and artists want the maximum exposure for their work, and as we all know, social media is the easiest and free way of getting our music in front of people. Unfortunately, with the various algorithms it’s not always that easy to get your posts into people’s newsfeeds.  

Now whilst it can be time consuming, it’s possible to increase your engagement without bringing in the professionals. Here’s my tips to bear in mind for 2021… 

How can I increase engagement? 

One of the easiest ways I’ve found to encourage engagement is by asking questions of your followers. A sort of call-to-action method, question-based posts are probably the easiest way to encourage interactions and to connect with your audience/fans at the same time. Tagging other accounts (brands and businesses you know or work with) serves as a sort of invitation for other users to check out and hopefully share your content. Remember though, when tagging friends and family these types of posts should be used sparingly, as we all know it can get annoying and turn people off. 

The clear growing trend across all platforms is that all networks’ algorithms reward video content, ones that are uploaded to that site that is, not an outside link like YouTube.  So that is something you want to consider if you are looking to increase engagement.  
 

What about hashtags? 

Hashtags mainly used in Instagram essentially make your content searchable. As far as social algorithms go, hashtags place a category to your posts to make it more likely to appear to people interested in that tag. Instagram hashtags are still a very effective way to get more eyes and engagement on your Instagram posts and this will continue into 2021.  

 It is well worth creating a hashtag strategy for your band or brand as when used correctly, hashtags can help you grow your reach, get more engagement, and attract lots more followers.  

 Another tip is to check out the trending hashtags of the day and see if your content sits within them, if so, be sure to include it.  

 Timing and frequency… 

Social media algorithms seem to reward accounts that post on a frequent basis rather than ones that post ad hock. It’s very important to come up with a plan to regularly post at the best times which can vary on social media. The content of your post along with timing is also massively important too.  

The way Facebook works now means that if people are actively engaging with you, then your posts become more visible in your follower’s newsfeeds, so basically you get rewarded for your content’s performance. Therefore, it’s so important to get your posts right. 

However, if you are posting regularly and not getting any likes or shares, you will sadly be a lot less visible. I have learnt personally is that this effort needs to be done continuously to create an impact, as the moment you fall silent your engagement will decrease significantly. I can’t stress enough that the content of your Facebook posts really does matter, so try to make them as valuable to your fans as possible and don’t just post anything for the sake of it. One idea is to ask fans if they’d be willing to do a 15 second shout out. Ask them what they think of your new single, get them to capture it on video, and share it within 24 hours. Get their social media so you can tag them in any posts. 

A morning, afternoon or evening spent devising and thinking up engaging content like the above honestly, is one well spent. 

Once you’ve devised all your witty, attractive and engaging posts, a quick google search will advise you of the busiest times on social media, from there you can devise your plan.  

RACHEL BROWN 

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