Artists can’t seem to get their current followers and potential fans to convert away from social media so they can make some dollars and cents. This is why many artists want to go directly to the ad strategy. Even though I can relate to you on this, let’s take a look at what’s going on under the hood of your content before you start on those ads.
Fans Are Not Leaving the Platform
Fans have been consuming content on social media and staying there, for some time now. You may have noticed that you’re putting in a lot of work making organic content only to have them stay on the platform and flip to the next video. Something is missing in the content and that’s relatability, relevancy, plus a call to action.
Being Relatable
Being relatable is not hard; you just don’t want to be seen for who you are on camera. For some reason, being yourself on camera is the hardest thing for people to do. However, fans want to see you for who you are. This is problem number one. The only way to be real is to not be afraid of yourself and just press record to capture relevant content. This is best done in conjunction with an action related to your talent or a recreational activity that gets you out of your shell.
What is Relevant Content?
Relevant content is based on your point of view of the current time, your product (which is music), and your life’s journey. These three things allow you to make content that is relevant. Trying to be something that you saw makes you less relevant because fans would rather go see the thing that is more authentic than what you’re trying to be. Fans want authentic content and fantasy visual experiences.
Low Conversion Fix for Social Media
Once you start making relatable, relevant content, your conversions will increase by themselves because fans want more. However, if you want to supercharge the conversions, you have to direct the people.
Bro, I’m a Musician! All I Want to Do is Music!
It’s okay to want to only display music, but you have to do it in a way that shows your personality. Prime examples are Ryan Leslie and Harv’s latest studio content.
What Are We Converting Them To?
Streaming DSPs
Emails
D2C platforms (EVEN, Bandcamp, Website)
What if Nobody Relates to Me?
Everybody relates to somebody! Interests are what bind us together. Believe me, somebody is going to be interested in what you’re interested in and they are going to have the same quirks as you. This causes people to live vicariously through you and become a fan.
This will help you out on the business side!
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Transforming to Authentic Content
Changing the way people gravitate to you in a huge way allows your career to flourish beyond your measures.
Continuing to Be Inauthentic
Threatens the longevity of your potential career. It causes you to spin your wheels making your career harder.
The Transformation
If you were struggling with social media and fans converting, you now know why and what you can do to solve this issue. By shifting your approach to creating more relatable and relevant content, you’ll find that your audience will naturally begin to engage more deeply with your music. Authenticity will not only attract but also retain fans who appreciate your genuine self. This transformation will enable you to build a more sustainable and successful music career.
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