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Why your social media audience is your 401K, not a lottery ticket!

I talk to artists all the time, and the number one misconception they have is their ability to “go viral.”

First of all the entire notion of “going viral” implies it’s not likely to happen — it’s the social media version of a miracle. 

Whenever they say this, I ask one simple questions: “How many times have you posted on Spotify/TikTok/IG/YT/Etc. this week? Or even this month?”

More often than not, they’re silent. They’re not spending time investing in their social audience, they’re not posting regularly, but they think the algorithm will reward them.

It’s the same strategy as not making regular contributions to your retirement plan or 401K, and just hoping you hit the Powerball. They’re not going to the gym 5 times a week, but the next time they go, they’re going to magically achieve the perfect beach body.

While this type of unbridled optimism is part of human nature, it’s not likely to lead you to where you want to be.

Here are some basic tips for posting more on social:

  • Be consistent
    • Post regularly. 2 to 3 times a week MINIMUM (or everyday)
    • Regular “investments” into your audience and the platform will increase your chances for optimal algorithmic traction.
  • Focus your posts
    • As an aspiring artist, your brand is you. Let people get to know you, what you like, what you love, what makes you unique. Be authentic, and don’t be afraid to be vulnerable. 
  • Interact with your audience
    • Every comment you get is a gift. Reply with an open ended question to encourage another comment.
    • Thank them for following/comment/sharing their opinions
    • If you want engagement from your audience, you have to engage with your audience
  • Allocate a portion of your marketing budget to your social audiences
    • There are 60,000+ new songs uploaded to Spotify EVERY. SINGLE. DAY. What are you doing to give your music a chance of being heard?

Interested in learning more? Head over to our Campaigns & Pricing and learn how we can automate your social growth, earn your new Spotify followers, and deliver guaranteed results on every campaign you run.