Marketing for artists and musicians has came a long way. The practice has went from one-to-many — one-to-few — and now with the rise of messaging apps, one-to-one.
CRM platforms like Ryan Leslie’s SuperPhone has afforded artists & music professionals the opportunity to cultivate their fan base on platforms like Facebook and continue to manage and grow them in more creative ways.
As artists, your supporting team’s top priority should be tapping into the value that Facebook Messenger can create for your organization. Utilizing Facebook’s plethora of features, this addition will put your brand in a position to flourish.
With the addition of Facebook Messenger to your marketing mix you can add a one-to-one touch.
Let’s deep dive into 10 facts that make Facebook Messenger — a go-to for one-to-one marketing.
- The Undisputed Champion of Social Media — Facebook is the leading social platform. Reaching 60.6% of Internet users. (Facebook, 2018)
- Facebook has 2.45 billion monthly active users, 1.62 billion active users visited the social network on a daily basis. (Facebook, 2019)
- Facebook has more than 80 million small businesses around the World using Facebook pages. (Facebook, 2018)
- Seven out of ten, 69% of adults in the U.S. claim that they use Facebook. (Pew Research Center, 2019)
- 65% of Facebook users are under the age of 35. (Statistica, 2019)
- 96% of active Facebook users accessed the platform via mobile devices. (DataReportal, 2019) That means that only 4% of Facebook active users logged in on desktop devices to use the social media platform.
- Users spent an average of 58.5 minutes on Facebook each day. (Recode, 2018)
- 86% of U.S. marketers use Facebook for advertising. (Emarketer, 2018)
- 78% of American consumers have discovered retail products to buy via Facebook (Kleiner Perkins, 2018)
- Facebook is the most popular channel for businesses to share video content at 81%.
Facebook has been a powerhouse online and throughout social media for the better part of the last two decades. The social media platform has created tremendous value for brands, businesses and artists alike.
The social media giant is showing no signs of slowing down. Although other platforms like Twitter and Instagram have their uses. Facebook has cornered the market with Facebook Pages, Groups and its Events features.
Ivy Gray-Klein of corey flood, a band based out of Philadelphia says,
“I might make a post on my personal account about needing a show in a certain city and make it public,” she says. “Then friends of mine will tag their friends who may have resources or connections in those cities. It may sound kind of trivial, but having that more personal connection really helps, like recognizing you have a lot of mutual Facebook friends with that person… Especially within DIY, leveraging that community can be helpful. I don’t have a professional booking agent who has established relationships with venues.”
The Facebook events feature, in my eyes, presents the most value.
Morgan Schaffner, the marketing manager for AdHoc says,
“People’s decision to attend a show is often based on social reasons, and Facebook does truly make it very easy to see which of your friends are ‘attending’ a show… I think it’d be very challenging to as easily find such a large target audience.”
Some people may view Facebook as a place for family, friends and keeping up with co-workers. For artists and music professionals, the Facebook event features can give you access to every city, town or college in the World. That is why advertising on the social platform has created this love ~ hate relationship.
“I don’t really want to be on Facebook at all, but I feel like I have to because of my band. I don’t know how much it helps, but I do know the event invites kind of have that market cornered. No other platform really offers that.”
Facebook may have a 50–50 split on its branding with some users but the value it creates remains to be undeniable and unmatched.
4 Ways to Include Facebook Messenger in your Marketing Strategy
In our course on ‘Facebook Marketing for Artists & Music Professionals’ we will be exploring Facebook Messenger and how as a content creator you can capitalize off of growing trends.
The numbers are in and they reveal that messaging apps are more popular than social networks. — BI Intelligence
As featured in the above graph, a majority of people prefer Messenger over traditional Facebook. Even more trends suggest that many fans and followers prefer Messenger to email.
In any situation for an artist or music professional, your Facebook marketing strategy should include Messenger.
Below we will discuss four ways to help you can achieve these objectives.
1. Promote Facebook Ads Which Open Up A Conversation With You Or Your Supporting Team
It’s definitely worth the effort, you can purchase Facebook advertising which encourage your fans and followers to start a conversation with you or your team through Facebook Messenger with existing fans or with people who are open to becoming a fan or follower.
Never underestimate the power of connecting with your target audience in a one-on-one setting.
2. Make A Free Chatbot To Distribute Your Content On Messenger. It Is Fairly Easy To Execute
Chatbots are a great tool and relatively easy to create online. They are also free and fun to utilize. All you need to do is invest your time and effort into creating your own bot.
You can always let your fans and followers know about the chatbot as well. If they have any questions or need to find out info about a show or anything in particular they can find out in real time.
You can program your chatbot to deliver this information on demand and be sure to update your chatbot with the necessary intel as well.
It’s a cool feature and it is still not as heavily utilized. Think of it as if your website is being booted up with AI.
3. Interact With Your Fans And Followers At Events
Pop up at shows or festivals and message fans to let them know that you are there live in the flesh.
This is valuable because it is a natural occurrence for people to use their phones at events. It is very intimate at its base level.
People are capturing moments, creating their own content and messaging friends as well. If it’s your show or you’re performing with other artists, it’s always a good idea to touch bases with your fans and followers on Messenger to see how they’re enjoying the show.
This can be achieved by sending out a group text or having a segment prepared in advance for people in attendance. If someone replies, always take the opportunity to connect with them on a personal level to grow that camaraderie between you and the people who support what you do as a whole.
4. Encourage Fans And Followers To Give Quick Responses To Your Performances, Videos And Official Releases
Messenger plays a major role in moment-to-moment reactions. If your target audience likes to engage on Facebook Messenger, they can give you feedback in real time.
You can gather insights to as whether they enjoyed tonight’s performance, what did they think about your latest video you released this morning or what artists you should take on tour with you?
Messenger affords you the opportunity as an artist or music professional to receive input for your fans to better speak to their needs and create further value.