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Social media marketing

3 min read

What is social media marketing?

Creators can grow their fan base and engage with audiences by using social media platforms.

Creating and sharing engaging content, such as , , 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 with images and videos, which can range in length. Many of these platforms are vital in generating payments for . When user-generated content, like a video with a , is played, the creators and of the 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:

  • (CTR)

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.


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