Content Marketing – Why It’s One of the Best Ways to Promote Your Music

[Editors Note: This article was written by Chelsea Ira of New Artist Model.]

 

 

It’s the big question all musicians ask: How do I promote my music?

So today I’m going to key you in on the best strategy to promote your music, grow your fanbase, and make more money – and it’s something that can work for any musician and any career path.

We’re talking about content marketing.

Content marketing isn’t some big, intimidating strategy that you need to build from scratch. Chances are, you’re already using elements of a content marketing strategy. So today, let’s focus on optimizing and perfecting.

To get started, I have two great resources you can checkout:

But for now, let’s focus on what content marketing is and why it’s so important.

What is Content Marketing?

Content marketing is a more strategic approach to promoting your music where you create valuable and interesting content to attract and retain an audience, and, ultimately, to create fans who financially support your career.

Essentially, your goal is to pull fans into your world with awesome content and make them want to hear from you. (Instead of pushing your music in their face.)

That means instead of just posting “buy my new album” on Facebook, you first provide truly relevant and interesting content to your fans.

Let’s take a look at a great example that has become pretty popular these days: making-of videos.

In this strategy, you film the writing and recording process of your new album and release the videos leading up to the official album release date. The videos bring fans into your world, they get them excited and emotionally invested in the album, AND they can be used to drive pre-orders.

Why is Content Marketing Important?

In today’s music industry, it’s almost impossible to shout louder than everyone else. This push marketing tactic worked well in the past when labels had big bucks to throw into promotion, but it’s just not feasible on today’s indie budget. (And to be quite honest, fans are starting to get fed up with being shouted at.)

So let’s go through a few reasons why content marketing is so powerful.

1. Content Marketing Turns the Process into a Marketing Tool

Content marketing is all about selling the process.

What do I mean by that?

For a lot of musicians, the promotion cycle looks a little like this: release an album, promote the crap out of it, go comparatively dark to work on the next album.

But with content marketing, you start sharing before you have anything ready. You let your fans in on the album-creation process with blog posts, Instagram stories, and vlogs. You bring fans into rehearsals with Facebook Live sessions. You let email subscribers vote on merch designs.

This accomplishes three things:

  1. It gets fans invested in your work (both from an emotional and time perspective). Fans are much more likely to buy a shirt if they feel like their vote helped create it. Fans are much more excited about buying an album if they’ve seen the process and the stories that went into the songs. In short, it fosters trust and relationships.
  2. It keeps you present in fans’ minds. Especially with many social channels being driven by some form of algorithm, going dark will only hurt your relationship with your fans.
  3. More impressions = more sales. Sometimes it takes a fan being exposed to your offers a few times before they actually buy. So the more you can link to your website, blog, videos, and email list, the more fans will be exposed to your offers. The key is to be authentic and relevant about it.

2. Content Marketing is Long Term

A lot of musicians get really focused on the short term – you know, promoting the new single, building up hype for the tour, getting fans to watch the new music video – and wind up completely losing sight of the bigger picture.

In other words, the short-term goals completely overshadow the long-term goals.

Of course, having short-term goals is important – they help you see progress and stay motivated. BUT, the problem arises when they take over. Without a long-term goal you’re running blind. You’re taking a bunch of steps but there’s no guarantee they’re all in the same direction. And that leads to discouragement and burnout.

A good content marketing strategy blends the short term and the long term together seamlessly. Ideally, most pieces of content you share have a purpose, or some larger agenda.

Here’s an example:

  • You share a short video clip of the recording process for an acoustic track.
  • You link to your email list where fans can get that exclusive track for free in exchange for an email.
  • You use that email list to promote all your upcoming projects in the future.

And another:

  • You create a new cover video for YouTube.
  • You link to your Patreon where fans can support you and get early access to all new videos and can vote on the songs you cover next.
  • You use Patreon as a place to build a superfan community that will support you for years to come.

You see? It’s all concentric circles with the small things like Twitter posts leading into larger career goals and objectives.

 

The 3 Steps to Your Content Marketing Strategy

1. Know Your Audience

The first step is to really know and understand your audience. You want the content you create and share to be really relevant to your fanbase and their interests.

You can find some basic demographic information like age, gender, and location on social media analytics. Beyond that, you can use polls and surveys to learn more about your fanbase. Even posting a simple question on social media getting fans to vote on the kind of content they would like to see will be immensely helpful.

Some bands have found that a good portion of their audience is also musicians and release tutorials, gear reviews, and sound sheets. Others will find that their fans prefer longer-form vlogs to short music videos. Every fanbase is different. Know yours.

2. Know Your Goals

The next step is to know exactly where you want your music career to take you long term. Because quite honestly, there are more ways to be successful as a musician today than ever before.

If making most of your money from YouTube and Patreon is a goal of yours and you have no interest in going on the road, all the content you release should encourage fans to engage with you on those platforms. You might even consider dropping the traditional “album” for singles (which may be more relevant to those platforms).

3. Use Relevant Call to Actions

Once you know what kind of content to create, you need to tie in a relevant call to action.

In marketing, a “call to action” is just asking your fans to take some further step – like clicking a link or supporting your Pledge Music campaign.

Like we talked about earlier, each piece of content you release should have a purpose.

  • You’re not just releasing a studio vlog, you’re using that vlog to link to your pre-sale campaign where fans can buy the album early.
  • You’re not just sharing a live recording from your last house concert. You’re using that video to show fans how awesome house concerts are and give them a link to volunteer as a host.

Conclusion

Hopefully this article has given you some new ideas to promote your music. Remember, content marketing doesn’t have to be overwhelming. It’s not a completely new approach, it’s just OPTIMIZING content you’re already making.

That being said, it will be a bit of a transition. If you want some guidance, click here and take the short quiz. We’ll send you a series of free content marketing lessons.

We also have a content marketing checklist for you right here. Click to download it for free.

Early Music Marketing Tips For Indie Artists

[Editors Note: This blog was written by Janelle Rogers, the founder of  Green Light Go Publicity, a music PR firm which helps up-and-coming musicians reach their audience.]

 

You’ve probably heard all the standard things on how to promote your band. This may include ideas like ‘play more live shows’, ‘go on tour’, ‘post on social media’, ‘invite all your friends on Facebook’, ‘have a release show’, ‘get covered on blogs’, or ‘get radio airplay’. Some may even tell you to buy ‘likes’ or streams, (which I never advise).

Rather than tell you all the ideas you’ve heard ad nauseum, we’re going to move outside the proverbial box into areas that aren’t as obvious. Below are a few ideas to get you started.

1. Regularly Engage on Social Media with People You Admire

This is social media with a spin. You probably know by now to post your single release or upcoming show. But what if you don’t see any engagement with your following outside of a like or two from the same few fans?

If you’ve hit a plateau where you aren’t moving beyond your existing fan base, you should start looking at how you can begin expanding your following through less traditional means. How much are you engaging with the people you admire? This can be as simple as a local venue or band, or as big as your favorite blog, writer or national record label.

By posting insightful and supportive comments you have the opportunity to engage others who are interested in hearing what you’re about.  Engagement is a two-way street and if you are simply posting about your band without engaging with anyone else, you’ll only make it so far. By engaging with people you admire, you’ll have an opportunity to build a relationship with someone who wouldn’t normally be accessible to you.

2. Create a Spotify Playlist

A lot of bands come to us because they are interested in having us pitch curators for inclusion Spotify playlists. Curators are often looking at your social media engagement, band accomplishments, and how engaged you are on the Spotify platform.

If you’re lacking in any of these department, you can start by creating your own playlist to include your song as well as other bands you admire. The added benefit is that it gives you an opportunity to engage with those bands as mentioned above while showing your support for them.

3. Go to Live Shows in Your Market

The common advice is simply to ‘play more live shows.’ What if you’re struggling to be booked in the first place or you simply don’t have a following for a booker to consider you? In addition to playing live shows you should also look at how you can support the shows in the market.

This gives you the chance to get to know the booker person-to-person and also network with other bands while showing your support. If you want to be considered for shows, you need to look at how you can build the relationships to be asked when the opportunities come up.

4. Stay in Contact Once You’ve Built Relationships

Once you’ve begun building these relationships, the worst thing you can do is to let them go. You shouldn’t just build the relationship until you get what you want, whether it’s getting your song on a Spotify playlist, getting booked for a show, or being covered by a blog.

A great relationship isn’t built when you only come around when you want something. Create a schedule for yourself to stay in touch if you struggle with staying on top of relationships.


You may have noticed all four tips were based on community, giving back and networking. You may see success without one of these elements, but the chances of establishing ‘staying power’ are slim. If you really want to move forward and reach a larger audience, employ all four and see where it takes you.

Creating a Content Pipeline: How To Be Prepared For Anything

[Editors Note: This blog was written by Kendra Gaines. Kendra is a digital music marketing fiend. ‘Like’ her Facebook page, Easy Music Promo for more.]

 

“Success occurs when opportunity meets preparation.” – Zig Ziglar

The above quote is cool and all, but I don’t think it means what we think it means. A lot of motivational speakers and Twitter gurus like to use this quote. To them, it’s a way to get you moving. They tend to believe that you must be prepared. You must train. You must get everything right first, and then, once the universe is satisfied with your amount of preparation, you’ll unlock a golden opportunity.

It’s a great thought, and while I believe it to be true, I like to think of it slightly differently. See, in the quote, the opportunity happens first, then that opportunity meets the preparation. In the quote, there are no indications about when and how the opportunity comes about. You can prepare, easily, but you can’t really fabricate an opportunity, especially in the music business.

The Internet is crazy and it never sleeps. While you’re awake reading this right now, someone from across the world is laying their head down to sleep right now, and the cycle turns continuously. As artists, we don’t get to pick and choose what listeners latch onto and how they share it; we just hope they will.

Let me give you an example. Long ago I worked with a friend who’s a singer. He worked long nights and spent a lot of money putting together a fantastic project that was received pretty well. He and I did what we thought was our due diligence and sent out press releases, contacted blogs and radio, and made sure the fan base had enough to keep them busy and entertained for a while. It did well for the moment, but eventually the buzz wore off.

Do you know what went viral weeks later?

An old-ass video of he and a group of friends singing in a Waffle House. Someone whipped out their video phone and got a snippet of them singing.

Thousands of dollars doing the right thing for a project and a potato-quality video is what catches on. Geez.

And to make matters worse, we had nothing else. An opportunity arose and we had no new content to keep newcomers engaged. We weren’t prepared.

So, how do we combat this?

The way a lot of independent artists work is they put music out and hope for the best. Sometimes they’ll plan a release, but they still generally put the music out, do a cool thing or two and then move on to the next project.

While not wrong, it’s just not enough. That’s why artists should be building pipelines.

No matter what industry you’re in right now, content is king. And if you don’t have enough content to get attention, then you’re falling behind.

Guess what? One album every nine months isn’t enough. You’ve got to do more.

Before I tell you how to create a pipeline, I’m going to give you two great reasons why pipelines work.

1. Motivation.​ I have no clue what it is with creative types, but we’ll have an idea and be really into it. But maybe two weeks later, we’ve moved on from that idea with nothing to show for. There’s a theory out there that we only have so much motivation and will power, and when we get the feeling to do something, we just need to do it. The problem happens when we do stuff and want to release it right away. The idea of creating a pipeline encourages you to wait for the right time, while taking advantage of your wave of creativity.

2. Time.​ If you’re an independent artist and you have a small team or no team at all, you’re probably doing a lot of the work yourself. That leaves very little time to do anything else. However, the pipeline theory works like a blitz — you take two or three weeks out of the month to make month’s worth of content. Then as your content is being released in phases, you can just chill, create more or have something in your back pocket for when an opportunity arises.

Creating a Pipeline for Success

It’s important to know beforehand, that you’re going to need to be committed to creating content for the allotted amount of time needed to create. When I mention content creation, I’m not just talking about making songs, though that is away at it. I also mean bite sized pieces of content for social media, whether that be photos, graphics, contests, etc.

To get yourself acclimated to the idea, I suggest taking one to two weeks to create four to six weeks worth of content. ​You want to create so you can release one to two things a week. So, a six-week pipeline, as six to 12 good pieces of content to be released. Make sense?

1. Get a calendar and abide by it. Before you start making the content, you need to essentially create a release schedule. What days and times and what kind of content do you want to release? Do you want to release a new song Tuesday at 6PM? Is it behind-the-scenes studio footage that you release Wednesday at noon? For contests and deals, you want to also consider how the particulars will work. Put it all on an ideal schedule of how things will be phased out (or dripped).

2. Start setting deadlines. This part is super hard, especially if you have a team or outsource some of your work. It’s tough to ask people to give you things by a certain time, but try to build extra time into your deadlines. Ideally, you’re telling your team what you want and when you want it by. If you’re working along, these are just rubrics for when you want to have final products ready to go.

3. Create! There are so many things you can create for content that range from entire new songs or cover songs to footage. Don’t think this all has to be expensive. Something I’ve learned is finished is better than perfect — it’s ok to shoot a couple videos on your iPhone. It’s ok to use a free beat you’ve found online every so often. Most of your pipeline work is just to keep you relevant. When you have specific, original content, you’ll start making campaigns for that. Create stuff that works in-between time.

4. The create some more. You don’t want to be on the wrong side of getting a fluctuation of interest and no way to engage or monetize off that. Even if it’s not on the schedule, get in the habit of recording more, taking more photos, recording more songs, etc.

5. Release your content. Easily. It’s hard to remember when to release stuff all the time. It slips your mind and that’s cool. Use a service like TuneCore Social to drip your content out amongst your social medial channels. This makes it easier for you, as you get to set it and forget it.

6. Reap the benefits. Now, you’ve got content for the next few weeks! That’s great. You can kick your feet up, or, as I’d recommend, get right back into creating. Perhaps your next piece of work is for a campaign around a single or project. You can use the same idea to put something together for it, just make sure it’s all related and has the same feeling behind it.

When it opportunity comes, you want to be prepared to handle it. Making sure you have something to keep people engaged is so important as an independent artist. Try out the pipeline theory and see how it works toward growing your fanbase.

A Hitchhiker’s Guide To Releasing an EP

[Editors Note: This blog was written by Rich Nardo. Rich is a freelance writer and editor, and is the Director of Public Relations and Creative at NGAGE.]

 

A Quick Look at the Assets Needed and Suggested Timeline for Releasing An EP as an Independent Artist

One of the hardest thing for an artist to do is wait. Good musicians will spend a year or more writing and recording five or six meticulously arranged tracks. They know when to subtly sneak a guitar solo or drum fill on stage and how many bars to spend vamping on it. But when the time comes to share the music they’ve poured their life’s blood into, release day can’t come soon enough.

Much like the journey shared by Arthur Dent and Ford Prefect, putting out music should be experienced in volumes. They had the Hitchhiker’s Guide To The Galaxy to help them plan. The goal of this article is to provide something similar; albeit simpler. By taking these things into consideration, your music will be given the optimal chance to reach as many ears as possible with or without the assistance of a Babel Fish.

Stage 1: Life, The Universe and Everything…Gather Your Assets!

Okay, so after all this time writing and recording, your EP is ready. You’re just a few short steps away from sharing it with the world. Before you decide just when that date will be, let’s talk about what else you’re going to be doing to promote the record.

Here are a few questions to ask yourself at this point:

  1. What’s my budget?
    How much money am I able to spend on this record? Is there enough to hire any help or am I better off going at this alone? Knowing the answer to this question will help figure out an initial content plan. It will also give you an idea of how much time you should spread the release over. The more you’re handling yourself the more time you should give yourself to accomplish everything.
  2. Will There Be More Money Coming In Once The Release Cycle Starts?
    Are you going to be doing any touring? Have you had any luck, or is there any demand, for merch? Album sales are tough and streaming income is great, but the numbers dictate that a considerable number of streams are required to actually generate income. Since you can’t bank on that income, ignore it for now. Other more concrete opportunities for generating cash should be what you’re trying to estimate in this step. This will help you decide if it’s worth elongating your campaign a bit to allow for more content creation or additional help once the first single is out.
  3. What Content Will I Have?
    In addition to the music, will there be remixes, music videos, live content or behind the scenes stuff? Also on a related note, you will need artwork and social media “skins” and “copy” ready to roll at this point.

Stage 2: And Another Thing…Set The Timeline!

You should start pondering timeline once the music enters the mastering phase. However, dates for an independent artist shouldn’t be committed to until you have all assets in hand (or at a minimum deliverable dates). Once you’ve gotten to that point, though, it’s best to nail down when you want to release everything.

  1. First thing to consider are singles. If you have a five song EP, I generally recommend doing two singles ahead of the full release. This will allow you to start generating a buzz leading up to release week.
  2. If you did any videos, you need to decide if you want to do separate audio & video campaigns or premiere the song initially alongside the video. If you feel the video is so integrated into the song that people will appreciate the music best with the visual accompaniment then, by all means, put your best foot forward. If you want to save a few assets for after you put out the EP, it might be best to do them separately and release the video a little deeper into the campaign. Keep in mind that you can’t “premiere” a track from the EP after the whole release is out, so having a video or, depending on genre, even a remix gives you a bit of a longer tail on marketing post-release date.
  3. When coming up with a timeline, you should also consider how much time is needed by your distribution. For instance, if you’re using TuneCore three weeks advanced notice will be required to make use of their “Features Submission” form. There is usually an element of advanced deliverables requirement for most streaming and download services as well.

Stage 3: The Restaurant At The End Of The Galaxy…Time To Release!

Congratulations! You fought the urge to just throw your music up online all willy-nilly-like and, as a result, your release is doing well now that it’s finally out. What’s next? Here are a few things you can do to continue promoting your EP.

  1. Play Shows! –  I can’t stress how important playing live is when you’re trying to establish yourself. There will be thousands of artists putting out new music ON THE SAME DAY that you do. Developing a personal relationship with an audience in a live setting will help you establish loyalty with fans and bring them back to your digital presence.
  2. Continue to Reach Out – Your music is out now, so premieres and “first looks” are off the table. That doesn’t mean that you can’t keep looking for new press. Keep digging for contacts and find people writing about music that may be into your sound. If you’ve had a couple of good press clips at this point, you now have quotes from other tastemakers in your toolbelt to convince this new wave of writers to cover you. Same principal applies to Spotify playlisting.
  3. Get Social – You can always use social media to promote your records and attract new fans. Just because your music is out doesn’t mean you have to stop posting about it. I never recommend coming off as sales-y with your digital presence, but if somebody writes about your music, post it and thank them. Do some live videos you can get up on Facebook and Instagram. If nothing else, keep posting to show your personality. Every little bit helps.

Hope you found this little guide useful as you prepare to put your new music out. Until next month, So Long And Thanks for All The Fish!

The Sneaky Way to Promote Your Music Without Actually Talking About Your Music

[Editors Note: This blog was written by Dave Kusek and originally appeared on the Sonicbids Blog.]

I know it sounds completely counterintuitive to promote your music and raise awareness for yourself as an artist without actually talking about your music – or your music career, for that matter. But it’s being done more and more and has become a really powerful way to make a name for yourself by bypassing the crowded indie-musician market.

Let me explain. The key is to establish yourself as an expert in some related topic like gear, self-releasing music, or songwriting. It’s about sharing valuable information on a topic you have a lot of experience in to draw potential fans. They find you by searching for “how to write a song,” or “how to book your own gigs,” or “guitar pedal review,” and discover your music through that connection.

Push vs. pull marketing

Traditionally, there are two ways to go about promoting your music. You can either push your message out to fans and potential fans (push marketing), or you can pull them in and get them to come to you (pull marketing).

Push marketing is those typical advertisements you see on TV and hear on the radio. They’re just pushing information out about their product to a large audience hoping to reach someone who may be interested.

Pull marketing is about giving out valuable information that you know your target audience is searching for. This valuable information could be exclusive or behind-the-scenes access to you as an artist. This kind of content will pull in current fans and deepen your relationship.

But you could also share advice on something you have a lot of experience with. This will help you reach a new audience who may not even be familiar with your music.

So let’s go through the strategy step-by-step.

1. Find your expertise

The first step is finding something you have a lot of experience and knowledge in. As a musician, you have a few really obvious routes – music, songwriting, mixing, mastering, music theory, gear, instruments, etc. These are the skills that form the very foundation of your career, so you definitely have a lot of valuable information to bring to the table here.

Many musicians, including Scale the Summit’s bassist Mark Michell, have set up online schools to share their musical knowledge and techniques. The key here is to bring this training online instead of doing local lessons. Not only will you be able to reach a much larger audience, you’ll also start showing up in Google searches for things like “online bass lessons.”

Other musicians pull on other skill sets like music business knowledge, booking gigs, or creating YouTube videos. DIY musician Ari Herstand, for example, runs the blog Ari’s Take, where he shares his experiences and the skills he’s learned from booking his own shows and generally running his own career. Other musicians like Alex Cowles share their knowledge on self-releasing music.

2. Find the right platform

If you want people to organically find you, the best option is to go online. Depending on the kind of information you share, your platform may be a little different. So, if you’re creating music lessons, videos may be your best bet. Try making YouTube tutorials, playthroughs, and lessons, and release them regularly to build an audience.

On the other hand, if you’re sharing the things you’ve learned on getting your songs licensed or booking college gigs, a blog may suit your information better. Gear and guitar pedal reviews and demonstrations might use a combination of blog posts and videos.

You could also aim to partner with other media outlets to share out your information. This will help you get your name out to a larger audience. In addition to his own blog, Ari Herstand also writes for Digital Music News. Maybe you could get a regular column in a small online music magazine or music industry blog – start small and grow from there.

3. Show up in search

Now that you have your content up, you need to make sure people can actually find it. There are plenty of SEO guides out there, but basically, you just want to think about what people are actually typing into search. There are also a lot of cool tools like Google’s Keyword Planner that can give you some ideas.

You want the keywords and article titles you choose to be relevant and specific to what you’re posting. So if you’re posting a review of a certain guitar pedal, a title like “Boss Waza Craft VB-2W Vibrato Review” will perform better than “Guitar Pedal Review.” Likewise, if you’re sharing your tips on how to set up good lighting for a music video, something like “Setting Up Good Lighting for a Music Video” will probably do the trick.

Of course, good SEO won’t instantly drive thousands of people to your articles and videos. It’s going to take a lot of work and consistent posting to build up an audience.

4. Create the connection

Here’s the most important part of this strategy: you need to make the connection to your music and drive your viewers or readers to check it out. After all, music is your main gig.

There are a few options here. You could obviously host your blog on your band’s site, or share your tutorials or gear reviews on your band’s YouTube channel. That way, your music is just a click away. This works, but it will make it more difficult to get the SEO working like you want.

If you host your content off your music website, you need to make the connection obvious. Include an “About” page that shares your story. Highlight your musical journey and your creative career as an indicator of your expertise on the subject.

You should also mention your career and bring out stories in your articles and videos.Preface an amp review by saying you brought it on tour and recorded some awesome sounding live videos with it. Include the live video to prove your point (and introduce your readers to your music).

If you’re teaching people on YouTube about modes, you could mention that you used a certain mode when writing a new song you have out. Play a short section of that song to show your point and include a card in the top right corner to link to your music video.

How You Can Use ‘Instagram Story’ to Market Your Music

[Editors Note: This blog post was written by Michelle Aguilar, a writer and digital artist based in Los Angeles. Read her tips on how to maximize Instagram’s coolest feature rolled out in 2016 when it comes to connecting with fans! If you’re a TuneCore Artist, be sure to check out TuneCore Social in your dashboard.]

Think about the last time you hung out with a group of friends or people.

Now, think about the person in the group that kept things alive and entertaining. Maybe it was that story your friend brought up about that one camping trip and how the tent flooded with rain because everyone else thought it was waterproof so you all ended up “glamping” in a somewhat dysfunctional tavern instead (true story). Well this experience is no different from Instagram’s new Story feature—it provides a visual compilation of a personal event or message. It gives people fresher insight and appreciation to the person sharing the Story. As the long-time writer for Time magazine Roger Rosenblatt puts it, “We are a narrative species.”

Since its launch earlier this year in August, Instagram Story has become millions of Instagrammers’ favorite tool for instant communication. Amongst these, include people of all kind and have attracted entrepreneurs, artists, illustrators, photographers, activists, musicians, DJ’s and much more.

Notice how I’ve mentioned “instant communication tool”. Of course, all social media platforms serve as a medium for communication but when it comes to Instagram as a whole, the new Instagram Story feature serves as a more specifically direct form of communication. Think of it as a new method for highlighting a certain message to your audience.

Reveal Sneak Peeks

Everyone loves gifts, and although it’s that time of year, the type of gifts I’m referring to are the gifts of good old sneak peeks; they provoke interest and an even stronger connection towards your fans and audience.

With stories, you have a chance to take your followers (and prospective followers) on a more realistic journey—without the staged and beautified element that the general platform presents.

Ramp up your Instagram Story by posting a rehearsal session in the studio, a moment with your friends, the process of your art, or exclusive footage on a video shoot. The choices are limitless– just think about a significant moment that your audience would normally not get a chance to see.

Although blogs have been commonly known for their roles in sharing additional insight on a band or any business, the immediacy of the Instagram Story provides the instant gratification that most users seek while helping to retain your current audience, as well as garner newer audiences (assuming your profile is public).

Keep Your Audience Posted

Definitely a pun intended here, but going back to the concept of Story as a more direct form of media communication, Story helps simplify your promotional endeavors. Many musicians, comedians, online influencers and the like use Story to update their viewers on new releases, projects or even special offers. By referring viewers to their link in their bios, they are smoothly directing them on learning more about the offer and how to participate. Announcing merchandise giveaways is no longer limited to a generic promotional graphic or even a gig. All you got to do is just say the word through Story.

Missed out on a concert? No problem!

For those who couldn’t make it to one of your shows, your Instagram Story could serve as an instant preview of what they have missed. Ask someone to record parts of your performance and update it on your story as soon as you can. Not only does this supply your viewers who weren’t able to make it, but it gives them a nice foretaste of your talent and energy — in real-time. Showing them a preview may ultimately inspire them even more to see you live and to continue to support your work.

“Hmm, What Happens If I Push ‘The Button’?”

Notice how when you first log into your Instagram account, you can’t help but glance at the rainbow highlighted icons right above the vertical strand of pictures that follow. There’s a tempting element to this approach. I myself notice that although I might not intend view a user’s story at first, I eventually tap to see what they’re about, because well, they’re all waiting in a row to be viewed!

The new Story feature has changed a significant chunk of Instagram’s template; take this change as a complimentary edge to your platform.

Regarding Instagram’s newly revised template, there are two other perks that come with this update.

First, is that you’re able to get quick qualitative and quantitative feedback on user engagement to your Story. After posting your video, tap on your Story and slide your thumb upwards to see who and how many users have viewed your Story videos. By doing this, you can gather this simple data to help draw conclusions about the types of videos that interest your audience and the types that don’t.

This leads me to the second perk of Instagram’s new template features. Although this feature was added on to Instagram much earlier than the Story, it is still worthwhile to mention. You can easily switch your account to “Business Profile”. Tap the options icon  and then tap “Switch to Business Profile”. You’ll need to connect your business profile to your Facebook account.

Once you’ve done that, make sure to review your business’s contact information and you’ll be ready to run your new business account. Shortly after, you’ll notice a blue “contact” icon to the left of your profile icon. You’ll also notice on the upper right hand side of the template, an analytics icon that will direct you to an “insights” page. This page allows you to review and gain more specific feedback on the behavioral impact of your posts on other users.

Story’s new “1:1” communication format is similar to Snapchat, and if you’re familiar with Snapchat, you’ll be much quicker to get the gist of how it works. On the other hand, if you’re completely new to this feature, it’s helpful to think back to that last time you hung out with a group of friends.

Think about what made you pay attention to that particular person telling a story. What made you engage and what made you respond? More often than not, when somebody shares stories which in turn creates and recreates moments, we are left feeling somewhat more connected and with a better sense of who that person is—that is, what ultimately interests us and keeps us wanting to learn more.