Three Reasons To Provide Value For Your Fans
Updated: Feb 17
As musicians in today's digital landscape, we encounter and engage with our audience across a ton of different platforms. And if you're anything like me, creating and releasing music, the end goal is simple: to get people listening to your music, right?
We want to get people to Spotify, Tidal, Apple Music, Google Play, Amazon, Deezer, etc., and the way we try to do that is to go through all of the free social media channels available to us. We utilize YouTube, Twitter, Instagram, Facebook, and all the others to ultimately get people to a place where they're listening to our music on a regular basis.
But that is not where we should be focusing our initial effort. We need to start by delivering value for every individual listener, wherever it is that we meet them.
So, in all likelihood you're going to be engaging with and encountering new potential listeners and fans on social media, and every social media platform is different, which means your strategy for delivering value to your listener needs to be different based on the platform you're utilizing.
In my mind's eye, there are three different reasons why it's important to take this into account in an effort to provide value for your listener on each specific platform.
1) Capitalize on the attention while you have it
I'm leading off with this one because it's the biggest. Attention in today's marketplace is fleeting. It's gone in a flash. There are a million other people who just put out a song they think is hot. There are a million other people who are looking on Instagram or Twitter and encountering artists who keep saying, listen to my music, check out my record, or stream my mix tape.
I just put out an album.
I just dropped a single.
Go, link, listen, listen.
It is endless.
So it's really important that you capitalize on the brief attention from any given person while you have it. You do this by creating content that engages your fan base immediately when they encounter you on any given platform. And you want to make sure you are cultivating each piece of content for each specific platform.
It used to be that you could make a video or post a status and just blanket push it across everything. That's not the case anymore. The person who engages with your video on Facebook may not consume video at all on Instagram. They may be there solely for the pictures.
Every platform's different. How people engage with each platform is different. So you want to be thoughtful about how you are creating content for each specific platform.
2) Learn your audience
Engaging with people on every specific platform and prioritizing bringing value to your audience on each specific platform gives you more of an opportunity to learn who that audience is. Learn what they like, learn what they don't like, learn how they engage with your content. Learn their demographic. Are they 55? Are they 25? Do they live in Texas? Do they live in Ireland? These are all things you want to know about your audience because they will help you create content that will better engage them on each specific platform.
The more you learn about your audience, the more you can effectively deliver content to them that adds value to their day and capitalizes on their attention. It's a win, win.
3) Work at building trust
Building trust doesn't necessarily mean you're out in the woods doing trust falls or that your fans will hire you to watch their kids on Friday, but it does mean that anytime they engage with your content on any specific platform where they choose to engage with it, they trust that you are going to deliver something they will enjoy. After all, that's why they keep coming back. If you don't deliver something they enjoy, why would they give you more of their time?
There are far too many options out there. For example, my wife and I do this thing where when we start a new TV show or try a new movie, we give it 20 minutes. If we're not into it in 20 minutes, we're out.n It's cutthroat. You don't want to be the artist who gets chopped after 20 minutes on any given platform.
Once you've attracted your audience's attention, learned who they are, and built trust with them in the form of consistent quality content, only then do you have the authority to port them over to a new platform (i.e. Spotify, Apple Music, Deezer, etc.) And on top of that, you're going to have a much easier time porting people over from one social media platform to the other on the back of all that hard work as well.
You're going to have a much higher click through rate when you do drop a song or drop a record. You're going to get people to move through the abyss of the Internet and come to the platform where you want them to come to listen to and engage with your content because they trust that you will live up to the value you've provided in the past.
Listen to the podcast: https://anchor.fm/tomdupreeiii
Watch the video: https://youtu.be/wixtUr7nkBs