When it comes to social media, you’re either a natural or you’re not. Some people have the gift of virtual gab, making their Twitter, Instagram, and Facebook feeds an incredible place to be. For the rest of us, pumping out interesting content on a daily basis and creating something that makes our followers want to stay can feel like an uphill battle.
I know how you feel. As both a business and an individual trying to promote that business, this can be hard. So, we’ve put together a few reasons that your social media might be lacking and how to turn it from graveyard to go-to.
You’re being boring
There’s not a nicer way to say this—if you’re being boring on social media, it’s going to show, and it’s going to hurt your engagement. Think about this the same way you would in-person engagement. If you’re horribly boring and offer nothing of value in your real life interactions, you’re not going to get far, and it’s the same with social media.
So how do you make yourself interesting? Part of this is to really know and understand your brand—once you know that, you can use it as a guiding light in your social media interactions.
In short, you want to show your personality and provide value. A lot of artists tend to get stuck worrying that if they show off too much of their personality they won’t seem professional, and that their page should be strictly business. This couldn’t be further from the truth.
In order to engage people, you need to give them something to relate to, and something to come back to. This means the more personality and the more value you give them (i.e. things that improve their experience—this doesn’t necessarily mean your music) the stronger that bond will be.
You aren’t updating with consistency
Even if you’re the most interesting person on the planet, if you’re only posting once a week or once every few weeks, you’re going to lose your audience’s interest. Especially with the algorithms being what they are, it’s crucial that you’re staying on top of things and providing consistent value to your audience.
There are a lot of studies out there on the times of day that are best to post (for instance, 1-4 p.m. on Facebook, avoiding evenings/weekends), but ultimately you’ll want to test the waters and see what works best for your own audience. You can even take advantage of the different free analytics tools.
The good news is you really can’t post too much on sites like Twitter and Instagram, and more is definitely better. At a bare minimum, you should be posting to these sites several times a week—but ideally more.
You’re playing the “me” game
There’s nothing worse than a friend who talks about themselves all the time, am I right? So don’t be that person on social media. If all you do is promote your music, shows, and merch, and nothing else, your audience is going to tune out pretty quickly. Because, (and refer back to point #1 on this), that’s very boring. Your audience wants to feel like they matter to you, and if all you talk about is yourself, you’re not making them feel important.
Remember, you should be treating them like human beings, not just means to an end.
You’re doing the bare minimum
You might be thinking “ok, if I do all of that, then my engagement and follower count should increase, right?” The short answer is yes, if you do all of the above those things are bound to increase. However, if you’re just doing the bare minimum and not putting your heart, creativity, and brand into it, the results aren’t going to be as strong as they need to be.
Take the time to really get to know your brand, understand the feelings and messages you want to convey, and go for it. This includes getting to know your audience and taking the time to interact with them—both new and existing fans.
For instance, using Twitter or Instagram to seek out new fans who may enjoy your music and interacting with them via comments on their own posts is a great way to begin building lasting connections. This is also a great tactic for building connections with other artists and industry.
You aren’t utilizing each platform’s strengths
While I encourage cross promotion on multiple platforms, such as sharing your new song on Instagram, Twitter, and Facebook, it’s important to remember that each one has its own strengths and weaknesses. For instance, Instagram is great for sharing quick video clips and stunning images, but less great for promoting shows. Twitter is strong in interacting with fans, whereas Facebook is great for keeping track of events and sharing articles.
Take the time to get to know each platform, decide which you naturally align with, and pay attention to where most of your audience tends to be. You’ll be a pro in no time.
Angela Mastrogiacomo is the founder and CEO of Muddy Paw PR. She loves baked goods, a good book, and hanging with her dog Sawyer.