Creating and sharing engaging content, such as An audiovisual production often portraying the performance of a song or including other visual images accompanied by a song., A music video that displays only the lyrics of a song., behind-the-scenes footage, and other multimedia, is a great way to connect with fans, particularly via .
have become extremely powerful discovery tools in marketing strategies.
It should be noted that some globally recognized platforms may not be available in all countries. Some countries also have important local social media platforms.
Each platform operates differently, which means that social media strategy is not a one size fits all model, and content needs to be tailored to each platform in order to optimize the opportunity to build a fanbase.
These platforms are typically home to Aka UGC, any form of content created and shared by users on internet platforms. In the context of music, this is typically video content with music. with images and videos, which can range in length. Many of these platforms are vital in generating payments for Anyone who contributes to creating or performing a musical work, a live performance, or a sound recording.. When user-generated content, like a video with a Typically, the recorded performance of a musical work protected as a phonogram under copyright law., is played, the creators and A person or company that has Intellectual Property Rights in a musical work, performance or sound recording of the An original musical composition with or without lyrics. and sound recording can all get paid. Explore this further in the Getting Credited and Paid topic.
Advertising on social media
Advertising is a marketing tool that aims to create awareness and generate interest.
Typically, there are three types of advertising strategies:
Paid - social media advertising which comes at a cost
Owned - promotional activities and content created and distributed on a creator’s own social media platforms
Earned - unpaid exposure where others, such as journalists, voluntarily share or talk about a creator
Historically, a large sum of money was spent promoting singles and albums on TV, radio, outdoor billboards and street postering.
Social media changed the way to invest advertising money by providing a more targeted and measurable approach for smaller budgets. The range of formats helps creators tailor their advertising to specific demographics, interests, behaviors, and locations.
A further benefit of social media advertising is the tracking and analytics tools that provide insights into the success of creator campaigns. The success metrics that advertisers track are typically:
The number of times a digital ad has been displayed to users.
CTR: is the number of times users click on the digital ad being displayed to them. (CTR)
When a user is served a digital ad and completes an action, for example, clicking on a link and buying a ticket to a concert.
The active response of people to a marketing campaign, event or strategy
Social media platforms allow advertisers to retarget users who have previously interacted or engaged with the content during a campaign. This retargeting capability helps fans take new or further action, like listening to a new release or buying concert tickets.
Quiz
Test your social media marketing knowledge
Video credit: Tiffany Orvet, Dilun Riad Edmon, Daniel Hjellum, Tim Ljungstedt, David Lebna, Artu Kontkanen, Tobias Leo Nordquist, Ponny Höijer, William Engström, Parapix