In today’s music industry, social media is not just an option—it’s a necessity. It’s the bridge between artists and their fans, offering endless opportunities for growth, engagement, and exposure. However, to maximize your impact, you need to be strategic. Each platform plays a different role in building your fan base, growing your brand, and engaging your audience. Below, we’ll break down how to approach social media for artists, covering essential platforms like Instagram, TikTok, YouTube, Facebook, X, and linking tools like Big Links.
Instagram: The “Gen Z Website”
Instagram has become the epicenter for artists looking to connect with their audience in a visually compelling way. Every other platform you use—whether it’s TikTok, YouTube, or even your website—funnels audiences toward your Instagram page. Here’s why Instagram is so important:
- Consistency is key: Your Instagram should clearly reflect your brand in a consistent and active way. Your aesthetic, voice, message – your whole profile must showcase who you are as an artist.
- Engagement matters: Fans expect a direct connection with artists through Instagram. Use stories, posts, DMs, and live streams to engage with your audience. Showing behind-the-scenes content or sharing day-to-day life helps humanize your brand.
- Variety of content: Use a mix of formats—reels, posts, and stories—to create dynamic content and target various levels of your audience. Showcase everything from new music releases to personal updates.
Quick Tip: Use Instagram as the central hub of your social media strategy. Everything you do on other platforms should guide fans back to Instagram, where they can connect with you directly.
TikTok: Throwing Spaghetti at the Wall
TikTok has changed the game for music artists. It’s the land of viral content, and the platform’s algorithm gives even the smallest artist a chance to go big. But there’s no formula for success here, so you need to be willing to experiment—just like throwing spaghetti at a wall and seeing what sticks.
- Promotion: Use TikTok for promotional purposes. Snippets of your songs, quirky challenges, or just fun, spontaneous videos can catapult your music to the masses.
- Trends and challenges: Take advantage of trending sounds or challenges to boost visibility. Jumping on a viral trend can bring your content to a broader audience.
- Consistency: Post often, and don’t be afraid to experiment. Not every video will be a hit, but TikTok’s beauty lies in its unpredictability—one post can change everything.
Quick Tip: Be bold, consistent, and unafraid to try new things. The only way to get out of 200 views jail is to post more. TikTok is about fast, digestible content, so have fun with it and don’t take yourself too seriously!
Big Links: Simplify Access to Your Music
A crucial part of any artist’s social media toolkit is a link-in-bio service, which acts as a one-stop shop for all your content. Platforms like Komi, Shorby, and Zezam are particularly useful, as they offer a creative spin on how you present your content.
- Keep it simple: Make it as easy as possible for fans to find your music, merch, and tour dates. Your Big Link should be clear and organized.
- Creative freedom: Komi, Shorby, and Zezam are great because they allow for more customization, which can reflect your brand personality.
- Always updated: Your Big Link should be kept up-to-date with your latest releases and projects. It’s one of the first things new fans will check.
Quick Tip: Think of your Big Link as a landing page for your career. Use it to highlight your top priorities and give fans a quick way to access everything you offer.
YouTube: Beyond Music Videos
YouTube remains a must-use platform for artists, and it goes beyond just posting music videos. In fact, YouTube Shorts and Community Posts have become valuable tools for growth and fan engagement.
- YouTube Shorts: If you’re looking to reach a younger audience, this feature is ideal. Create short-form videos that tease new music or showcase snippets of your creative process.
- Community Posts: Use this feature to create a sense of community by engaging with your fans directly. Ask questions, post updates, or share behind-the-scenes moments.
- Full-length videos: Beyond music videos, you can post lyric videos, live performance recordings, or set visuals to keep your YouTube content diverse and engaging.
Quick Tip: YouTube isn’t just for polished, high-budget productions. Fans love authenticity, so don’t shy away from posting raw or impromptu content that shows the real you.
Facebook: If You Have an Older Audience
Facebook might not be at the top of your list, but it’s worth maintaining if you cater to an older audience. For artists with a more mature fan base, Facebook is still widely used for updates, community engagement, and event promotion.
- Targeted use: If you do use Facebook, keep it simple and focused on community interaction. Event promotion, album announcements, and fan group engagement work well here.
Quick Tip: Facebook isn’t as essential as it once was, so if your audience is primarily Gen Z, you can consider skipping this platform entirely.
Twitter (X): Should You Even Bother?
Twitter, or “X” as it’s now branded, is no longer a growth-friendly platform for new artists. If you already have a solid following, it’s worth maintaining by tweeting often and engaging with fans. However, if you don’t have a following there already, consider deleting the app.
- Frequent updates: If you do have a Twitter audience, tweet often to keep them engaged.
- For established fanbases: Twitter is more useful for artists who already have a community of fans looking to engage in real-time conversations.
Quick Tip: If you’re starting from scratch on social media, Twitter isn’t the best use of your time. Focus on other platforms like Instagram and TikTok instead. When your fanbase is too much to contain in a group chat – it’s time to create a Twitter… we mean X…
Conclusion: Tailor your social media strategy to your journey
Social media isn’t one-size-fits-all, especially for artists. Each platform has its strengths, and knowing how to play to those strengths is what sets you apart.
It’s not about being everywhere—it’s about being in the right places, authentically. Focus on where your audience is, and build your presence with content that feels true to you.
In the end, it’s not just about followers—it’s about creating real, lasting connections.