While the internet has made it easier to create and distribute music, this same phenomenon has also led to oversaturation. Although more commonly thought of as a tool for the fashion and lifestyle industries, influencer marketing can also be utilized in the music business as a way to stand out and get ahead of the pack. Here, we look at how.
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Guest post from Promoly
Creating and producing music is different from promoting it. The latter takes more than just artistic freedom and talent. It needs a crafty mind and good business sense.
While the internet has made it easier for musicians to get their music out there and attract a wider audience, the oversaturation in the online world has created a number of challenges. The competition is quite fierce. However, in today’s day [and] age, success in the music scene is not exclusive to major labels and popular artists. Even those new to the game have a fighting chance to make it big.
A big part of these growing opportunities is Influencer Marketing.
While this strategy is more popular in the beauty, fashion, and lifestyle industries, it is also effective in the music industry.
Research shows that 26% of the music industry made use of influencer marketing. And they do so over various platforms. Instagram, YouTube, Facebook, and Twitter have billions of users, and their growing numbers show no signs of slowing down, at least not in the near future.
Most influencers gain their following on these social media platforms. And that means working with them might be just what you need to widen your audience and increase engagement. But how exactly should you do it?
Identify Your Platforms
The online world is vast. Before you take a pick from millions of influencers, you need to determine which platform will suit your needs best. Facebook, YouTube, and Instagram are just some of the social media channels that complement the music industry. They are great if you want to market your newest album or expand your audience. But It is important to consider each platform’s benefits before taking your pick so you can more easily plan your marketing campaigns around them and consider which influencers can help you reach your goals.
Collaborate Creatively
Sometimes, two heads are indeed better than one. Working with an influencer when it comes to your marketing content can take the burden off your shoulders and allow you more time to devote to your craft. Influencers are professional content creators. So be sure to collaborate with them, while still allowing their unique voice and creativity to shine through.
Connect with the Audience on a Personal Level
Being a musician or producer is a hectic job. Every production requires attention to detail, and the pressure can be overwhelming. Unfortunately, this means that oftentimes you won’t have the opportunity to truly connect and build a relationship with your fans.
Influencers, on the other hand, are extremely skilled in connecting with their audience. Their loyal base of followers find their content authentic and relatable, and they often listen to their recommendations. While working with an influencer, this trust can rub off on you, allowing you to widen your reach and increase your music’s engagement.
Convert Views to Sales
While influencers can help you generate views and increase your engagement, they can actually do better than mere promotions. Influencers can provide a short music teaser and include a link to buy it, ideally with a special offer of discounts through a unique promo code. This move will help convert your viewers and followers into paying customers.
The benefits of influencer marketing are numerous. Including this tactic in your marketing strategy can take your next big hit to new heights. What are you waiting for?