The Basics of Using Social Media for Music Promotion
Once upon a time, artists, bands, and DJs could get away with not being on social media. But in today's music industry, whether you’re independent or signed to a label, having a presence on at least a couple of the major platforms is more or less essential.
Platforms like Instagram, TikTok, YouTube, Facebook, and X (the artist formerly known as Twitter) provide opportunities to connect with your fans, promote your music, find new listeners and, yes, maybe even achieve the holy grail of going viral.
There are tons of different social platforms out there, with their popularity varying hugely depending on where you’re based, but we’ll be looking at five of the biggest below. We’ll also get into how to tailor your content to each platform and use them effectively.
Understanding Instagram for Musicians
With its emphasis on all things visual, whether photo or video, Instagram is a powerhouse for capturing the vibe of your music in a way that’s a treat for the eyes as well as the ears. Start with an engaging bio that highlights your style and achievements, then get posting!
Posting on main, with a few choice hashtags, is a good way to get your brand in front of new audiences, while Instagram Stories are great for sharing a look behind the scenes with your existing followers. You can also engage with your fans using Polls and Questions.
Last but not least, posting short-form videos as Reels is a great way to amplify your reach in a way that’s both visually striking and highly discoverable.
Example:
Billie Eilish uses Instagram to great effect, sharing a mix of personal photos, behind the scenes content, and photo dumps of concert shots that embody her music's aesthetic. She also uses Stories to promote her tours and connect with fans using Q&As.
Understanding TikTok for Musicians
Ahh, TikTok. Thanks to its powerful algorithm, which prioritises a curated For You tab over posts from people you’re following, even accounts with only a small fan base can go viral. It should be considered a “must use” for musicians who are seeking free exposure.
Embrace Trending Sounds, while adding a personal or subversive twist, to create content that shows viewers what you’re all about. You only have a couple of seconds to get people’s attention, so focus on hooks and encouraging shares or interactions to boost your visibility.
‘this is what falling in love feels like’ OUT NOW EVERYWHERE! <3 Iink in bio
♬ this is what falling in love feels like by JVKE - JVKE
Example:
With more than 12 million followers at the time of writing, JVKE is a pro when it comes to doing numbers. This singer and producer went viral with his track "Upside Down" and continues to use TikTok to share creative music videos, skits, and BTS content.
Understanding YouTube for Musicians
YouTube is more than just a place to share music videos. It’s also a great spot for uploading live performances, tour vlogs, studio diaries, and more. There are even dedicated channels, like Bus Invaders, that take a peek inside touring vehicles of bands, artists, and DJs.
Once you’ve created your channel, written your bio, and uploaded some killer channel art, you’re ready to start uploading videos that showcase your music and visual style. Engage with viewers through comments and use live streams to nurture your growing community.
Pro Tip: Organise your content into playlists to make it easy for fans to find what they're looking for.
Example:
Tessa Violet uses YouTube to share everything from tour diaries and bloopers to music videos and comedy sketches, connecting with fans through her quirky personality and relatable humour. It gets bonus points for all being neatly categorised too!
Understanding Facebook for Musicians
It’s easy to argue that Facebook’s day in the sun is over (sorry, Zuck) but it could still be worth tapping into, especially if you’re popular with those in the 30-55 age range. Because plenty of millennials and Gen Xers are still hanging on to their FB accounts to, among other things, follow their favourite musicians and bands.
As a platform, Facebook is pretty diverse and allows you to share a wide range of different content types. You can post everything from show updates and photos/videos through to livestreams and fundraisers. Facebook Live, for example, could be useful for hosting interactive sessions like Q&As or acoustic performances from your home studio.
Example:
Folk-rock band The Lumineers uses Facebook to share tour dates, “behind the song” videos, and merch drops with a highly engaged audience of more than 2 million Facebook fans. They also crosspost content from Instagram (Reels etc.) on their Facebook page.
Understanding X (Twitter) for Musicians
Many artists have ditched X, formerly known as Twitter, since its takeover by Elon Musk. Plenty more, however, have stuck with the platform for its focus on real-time interaction and conversations. It remains a viable option for engaging with fans, reviewers, and promoters.
Take advantage of hashtags and trending topics, in a way that’s tactful and not intrusive, to get your music in front of different audiences. Consider using Spaces for live discussions or performances, and link your page to streaming services or places to buy gig tickets.
Example:
American singer-songwriter Conan Gray uses X to answer fan questions via hashtags, retweet interviews with major publications, and share pre-sale links for upcoming tours.
If you adopt several of the platforms above, which we highly recommend when you’re using social media for promoting your music, make sure you tailor your content for each one (but don’t be afraid to cross-promote). While it’s important to maintain a consistent voice throughout, you’ll also get a feel for which type(s) of content work best on each platform.
From interacting with fans to collaborating with other artists or reaching out to influencers, social media can be incredibly valuable for exposure when it’s used in the right way. But “the right way” is always evolving, so being open to trying new approaches is key.
Inside un:hurd, you can use performance metrics from the Data & Insights area to guide your strategy and maximize your chances of getting your music into new ears. Stay flexible, embrace the changing social media landscape, and watch your music career flourish.
Ready to level up your social media game?
Head to the un:hurd app for more tips, tools, and resources to help you create your social media strategy, reach wider audiences, and find new fans on the daily.
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