A Musician’s Guide to Social Media Marketing

Jack Lynskey highlights an intriguing parallel between musicians’ branding strategies and social media marketing for brands. Here’s a breakdown of the insights and strategies discussed:

Insights from Musicians’ Branding

1. Evolution and Re-branding: Musicians often change their visual style and communication approach with each new album or phase of their career. This transformation helps them stay relevant and engage their audience in new ways. For example, Lady Gaga and St Vincent change not just their music but also their visual appearance and communication style to match the theme of their albums.
2. Use of Visual and Communication: Musicians integrate visuals and communication methods to convey their music’s essence effectively. This includes how they present themselves visually, communicate on social media, and even conduct interviews.
3. Creation of Alter Egos: Some musicians create alter egos to separate their artistic expression from their personal identity. This approach helps them communicate their music in unique ways while maintaining a consistent brand essence.

Applying Creative Strategies to Social Media Marketing

Finding Your Brand’s Voice

• Personification: Imagine your brand as a person with its own personality traits. Visualize how it would speak – whether it’s witty, genuine, authoritative, etc. This exercise helps in developing a consistent tone of voice for your brand’s communication.

Example: Innocent Drinks

• Unique Tone of Voice: Innocent Drinks exemplifies a unique style with lowercase, relaxed punctuation, and a laid-back tone on social media. This approach aligns with their brand name and product, fostering authenticity and relatability.
• Content Strategy: Leveraging platforms like TikTok and Instagram Reels, Innocent Drinks focuses on user-generated content (UGC), reflecting their casual and engaging brand personality effectively.

Storytelling Approach

• Beyond Broadcasting: Social media should be seen as a platform for storytelling rather than just a broadcasting channel. By adopting creative storytelling techniques, brands can unfold their narrative in compelling and unique ways.

Conclusion

By drawing inspiration from how musicians rebrand and evolve, marketers can innovate their social media strategies. Key elements include developing a distinctive brand voice, experimenting with different content formats, and leveraging storytelling to engage audiences effectively. Understanding your audience and adapting your strategies to resonate with them is crucial in building a strong and lasting brand presence on social media.