Twitter has gained the reputation with music lovers as being a place where they can directly connect with tastemakers and find the best music. The social media platform has continued to create value through brand associations, search, Twitter lists and hashtags.
On Twitter, branding supports content and many musicians have carved out their piece of the pie. Twitter can help content creators execute their vision, form strategic partnerships and expand overall reach.
Check out the article below on branding and social media.
On Twitter, your brand is your first encounter with potential followers. Before they make the decision to follow you or engage with your content they will ultimately be judging you based off of your Twitter profile, visual brand and the content that you produce through your timeline.
This fact alone is why your personal brand should take the lead when developing a social media strategy for your career.
Who Are You & WHY? (Always Start With Why)
A solid brand is crucial when building your network and creating rapport with other artists, labels and industry regulars. The ultimate goal is to have your brand resonate with your target audience, no matter it be fans, label executives or concert promoters.
If branding yourself online is one of your goals, Twitter is the perfect place to get started. Although there is a lot of noise when it comes to Twitter. The UX team has put a number of features in place to help organize information and create value.
There is a wealth of creatives, artists, musicians and content creators to connect with through the sharing of blog posts, websites, news, videos, photos and podcasts.
The convenience at play is that there are millions of people using Twitter as a marketing platform. So there is plenty of examples to take note of, as well connecting and working with artists of similar mindsets.
- Twitter has 145 million monetizable daily active users.
- 30 million (or 20%) of Twitter’s daily users are American.
- 92% of the U.S. population is familiar with Twitter (even if they don’t use it).
- 22% of adults in the U.S. use Twitter.
- 44% of U.S. 18- to 24-year-olds use Twitter.
- U.S.-based Twitter users are younger, have more education, and more income than the general U.S. population.
- The most active U.S. Twitter users have 20x as many followers, on average.
- 12% of Americans get their news from Twitter (71% of Americans on Twitter are using it to read news.).
- Twitter’s site referral traffic is up 6%, year-over-year (Instagram: 56%, Facebook: 29%, YouTube: 22%).
- Twitter users are more likely to like brands that are inclusive and transparent.
- Twitter ad engagement is up 23%.
- Twitter ads with video are 50% cheaper in cost-per-engagement.
- Twitter users spend 26% more time with ads than other social media users.
- Twitter users spend 24% more time with ads posted by ‘creators’.
- 25% of Twitter’s most prolific users use scheduling software.
- Tweets with hashtags gets 100% more engagement.
- People watch 2 billion videos on Twitter per day.
- Watching video is the #3 reason people use Twitter.
- Tweets with video get 10x the engagement.
- 93% of video views on Twitter happen on mobile.
10 Tips On Branding Yourself As An Artist On Twitter
1. The Name (@227_Nick)
This is the first contact people will have with you on Twitter and off.
Make sure that you are using a name that represents your brand and is searchable.
2. The Profile & Bio
Be smart about how you present your profile. Be aware of aesthetics and your target audience.
This is the perfect opportunity to present yourself to future followers and build your brand on Twitter.
Your profile is public and this is where you let the World know where your content lives, what you’re about and who you are a content creator.
Be sure to include a ‘Call To Action’ or a link to your website, YouTube or SoundCloud. This is also where people will choose to follow you or not.
A customized Twitter page will also grab the attention of potential followers.
3. The Profile Picture
Keep in mind that you are building a brand as a content creator.
Twitter users are most likely to relate to a friendly face depending on your target audience.
Some artists take this opportunity to promote a current or unreleased project. Overall, you want to make sure that the image connects with your brand and captures attention.
4. Your Website
Always remember to add your blog, website, YouTube, SoundCloud, etc, to your Twitter profile.
Verify that the link is valid because Twitter is a great social media platform to drive traffic off-site. Preferably, a website or platform that is monetized.
5. Tweet For Effect
Tim Ferriss calculated that the best times to tweet are as following:
12 midnight — 4am: 6 total (All between 12 midnight & 2am = 3/hour)
4am — 8am: None (Partially due to the fact that most people are sleeping)
8am — 12 noon: 8 total (All between 10am–12 noon = 4/hour)
12 noon — 4pm: 11 total (9 between 1:30–3pm = 6/hour)
4pm — 8pm: 9 total (Evenly spread = 2.25/hour)
8pm — 12 midnight: 3 total (0.75/hour)
Guy Kawasaki comments:
“I find it’s worth repeating important tweets up to 4 times in about 18 hours.
Typically, that would be evening, late evening, next morning and then the afternoon.
Hopefully, that will catch the different audiences. But that’s enough, I don’t want to turn anyone off.”
Guy also schedules his tweets 8 hours apart at 7pm, 3am, 11am, 7pm.
6. Be a Valuable Follower
Twitter is a great place to network. You want to follow other Twitter users that could be beneficial to your content and what you do is a valuable to them. I suggest following blogs, magazines, record labels, industry regulars and local businesses.
Don’t count out fans either. Any new follower could be your next brand advocate! Twitter music fans are best advertisers and marketers.
Twitter is always better when you follow interesting people from your city, industry and the Internet in general.
7. The Tweet
Twitter is all about creating value for your followers. You can do this as an artists by tweeting, re-tweeting and posting great quality content. This could be your music or things that display your interests.
Commenting on the news and trending topics is a great way to engage with followers outside of your target audience as well.
Twitter should be considered one big chat room or a mini-blog where people are constantly reading, sharing and interacting with others member of the community.
I personally like to post different quotes, tips, websites, music and articles from my website.
When developing your Twitter content strategy consider what kind of links, music, personal references and promotional content that you would like to post on your Twitter.
Be sure to ask your followers and fans join your newsletter or Facebook Fan page.
A good rule of thumb to follow is — for every 10 informative tweets (content, promo, networking, etc.) throw in one personal tweet.
Everyone’s audience is different, with that being said is always good to find a balance that speaks to your followers.
You also want to tweet on the regular to build up your brand and followers.
I recommend devoting about 30 minutes a day to tweeting on the fly. This can help you to grow a community that has a personal touch and figure out which followers share similar interests. This will help you directly build your brand as well.
8. The Retweet/RT @
Re-tweeting is a great tactic to use when you want to get the attention of a certain artists or music professional that you would like to engage with. This presents awareness and an option to follow you or check out your content.
Re-tweets expands the reach of the original content sharer and provides valuable information for your followers.
9. Twitter Etiquette
Always thank users and followers for replying or re-tweeting your content.
Losing followers should not sound the alarms. It’s all a part of the process of building a fan base.
Try to make your personality as visible as possible. Being personable is a big plus and make sure to create a content strategy. You don’t want to come off as a spammer who only promotes your content or merchandise. The number one rule of networking is to give and create value.
Last but not least.
10. The Foundation of Twitter
“Tweet others the way you want to be tweeted.”
The beauty of Twitter is that you can connect with like-minded individuals who may share similar, if not the same interests as you do.
Twitter’s biggest advantage is that it not only allows artists, musicians and content creators to build a brand. It also allows users the opportunity to interact with fans through one-to-one communication.
This natural relationship allows content creators to present fans with an experience that builds upon their core values and brand through content marketing.
Check out the article below. Where I discuss the benefits of combining content strategy with content marketing and how fusing the two supports branding on Twitter.
“I think you lose a lot if you outsource your social communication to third parties. It only takes a few minutes a day. There’s a very big upside for artists that invest their time in getting it right.
One of the main advantages Twitter has for artists is that it’s more open than Facebook or any other social platform. Artists can follow any band they’re into and connect with them easily. This is a big plus.”
– Mike More, CEO & Founder of plagood, a social streaming platform.
Amanda Palmer of The Dresden Dolls has built up some cache on Twitter. The Boston-based musician has created a reputation on Twitter for being one of the most active and engaging musicians on the platform.
Palmer dives into everything, from chats with fans to seeking input and feedback about creativity like t-shirt designs and songwriting.
This creates the opportunity to connect and work with other like-minded artists, if you can combine the right formula of getting followed, retweeted and becoming relevant. You can build a massive following.
Different artists utilize Twitter in different ways, the overall advantage it continues to have that it has made artist-to-fan communication much more accessible than ever before.
It all depends on who you are as a artist or music professional, your brand or content may require you to be ‘strictly-business’ and more so broadcast-esque. While other are generally more intimate.
The values continues to lie with the fans, everything from free previews from unreleased material and promotions of albums, mixtapes or videos. All the way down to the personal thoughts of their favorite artists. Twitter definitely has a created a deeper connections among fans and artists.
Keeping in mind that all of this comes is happening in real-time, so it provides a sense of spontaneity. This creates an immense amount of value, as artists can build their brands and fans can connect with their favorite artist.
We all know that social media is important to artists and music professionals, but does the extra effort actually pay off?
It all depends on the artist and how they approach social media. For anyone starting out, you will have to define what your “value” will be.
The primary basis of social media marketing is establishing a line of communication with your music fans and building your brand.
You may not see the immediate results in more followers or selling out more shows, but the art of developing those key relationships will it make it more likely to gain more followers and sell out shows.
Mike More of plagood says asking people to make a purchase is probably the least effective approach.
“That doesn’t provide any value for your fans. It’s a demand.”
More recommends creating conversations with your fans, getting their input and doing things like hosting open chats via Twitter.
He advises when it time to comes to making purchases and investing your brand, fans are more likely to do if they harness that deep energy with your brand.
Going back to Amanda Palmer, she experienced this lesson firsthand. She used her influence on Twitter and the feedback of her fans to create a t-shirt design.
According to Twitter, the proceeds from the t-shirt brought in $11,000 in the first two hours.
Other artists have had similar successes whether it be selling out an upcoming show or getting more people to stream their new music.
Keep in mind, these results will vary depending on how big your following is on Twitter. Over time you can create a legitimate, real-world fan-base. Whether you are independent, local or Worldwide, Twitter is a great place to start.
Tools like Facebook and Twitter are very powerful when combined with real-world connections such as networking with other artists or having your fans see you perform live.
No matter what social networking tool you choose to use as an artist or music professional, the Internet will always be complimentary to creating those human connections.
Twitter just happens to be one with extraordinary potential.
“To this day Twitter is still the best communication platform for artists and fans, I love instagram but the comment section is so limited versus here we can talk about anything extensively.”