[Editors Note: This article was written by Hugh McIntyre. Hugh writes about music and the music industry and regularly contributes to Forbes, Sonicbids, and more.]
Every band on the planet must know by now how important it is to have a well-rounded presence on social media sites like Twitter, Facebook, Instagram and several others, and those who choose not to dedicate time and effort to this function are doing so at their own peril. Social media is how people get their news, form bonds with people, artists, and brands, and it’s quickly becoming how most people find content they may be interested in.
Having a profile on every major social media platform for your band is important and necessary, but what about a separate account for each member? Is this a good idea, or would it detract from an overall social strategy that can be formed and executed? I believe that if it’s done well, allowing each member of the group to shine in their own way, say what they want, and reach out to even more fans on their own, in addition to doing so as part of a group, is typically only beneficial, and it’s something I suggest to artists when I get the chance.
If you’re not sure about having that much social media in your life as a member of a band (and it is a lot, I’ll give you that one), here are a few reasons why you and those in your musical group may want to consider working as a united force to get the most out of your growing network.
It Extends Your Reach
This is the most obvious reason but it’s worth noting, because many people don’t consider how much larger their reach as a group might be when there is more than one profile pushing the same music.
You should be promoting all things related to your band’s music via a dedicated page on social platforms like Twitter, Facebook, and Instagram, but beyond that, if every member has their own page, they can also busy themselves with promoting the same content, and there’s a really good chance the same material will perform better and be placed in front of even more eyeballs.
Don’t assume that just because you are in a band, everyone you know is following the group across social media. You may think that your friends and family have all followed and hit like on your band’s account, but it’s likely that only a small portion of those that actually know you have done so. It’s kind of a bummer, but it’s just the way of the internet, so try not to be too upset about it.
By posting new videos, songs, and links to buy tickets to shows on both your band’s page and the pages of every member, there’s a better chance that everyone in your now extended network will actually see what you’re putting out into the world, and the more eyes, the better.
What If Somebody Goes Solo?
When most bands form, there is the thought that nothing will ever break up the act and that everyone is in it together. That’s a wonderful feeling, and if you can keep the camaraderie up, it will help take your music far. Sometimes things don’t work out in the end, as not every band is meant to last forever. That’s okay, these things happen, but it’s a shame to have to throw away all the hard work that went into creating a social media following, as typically when a musical group dissolves, the name and the social accounts die right along with it.
There may not be much that can be done to a band name and logo that’s no longer relevant, but just because one act is done, that doesn’t mean your musical career is through! You can keep creating great art, and if you have already been cultivating your own following across social platforms, you probably already have an audience that is invested and willing to keep listening, even if what you’re producing has changed slightly.
Even if the band doesn’t ever break up, that doesn’t necessarily mean that going solo is entirely out of the question. Many musicians record and release music on the side for a number of reasons, none of which mean things aren’t going well with the group. Going out on your own can be a wonderful way to express yourself with styles or songs that might not work for the band, or perhaps it can be an extra revenue stream that may be necessary to make ends meet. Even if a band is successful, the money is split between several people, and sometimes there just isn’t enough to go around.
You Can Post More!
Doing social media right means learning when to post, how to phrase something, and understanding that sometimes less is more, even if you have a lot you need to get out there.
You might be thinking that it’s okay to post hundreds of times about your new album or an upcoming tour date, but you’ll quickly find that such behavior is sure to lose you followers. People don’t mind seeing your updates, and if you do things right, they’ll actually look forward to hearing from you more and they’ll interact with your content…but post too often and even your biggest fans will quickly become annoyed.
Since you can only post statuses and set so many reminders from one account, being able to do so in different ways with varying language on a number of pages can be helpful. If you and your bandmates just dropped a new song and you want people to stream it, try coordinating with everybody involved so each member is sharing the link with different verbiage and at different times. You’ll see that play count rise faster than if you only did so from one account, because more posts, when done right (and only when done right) means better results.
Create (And Collect) More Content
Some of the best content you’ll share across social platforms won’t actually be your own. As your fan base grows, you’re sure to find that it’s the fans that actually create some of the greatest lyric videos, covers, and who snap the coolest pictures of you and your fellow musicians when playing live, or perhaps just when hanging out. If you ask permission from those who actually took snapshots or crafted art based around your work, they’ll likely let you share it, and this can help fill all the holes where you may need a piece of content.
If every member of the band is out there making connections with people and asking them to share their photos and videos, you’re going to see more content come your way than if only a band-branded account was doing the asking. Sometimes some fans form relationships with one member or another, and you never know how somebody will share a picture or some other form of flattery. Having every member own separate accounts helps cover every base.