3 Quick and Dirty Facebook Tips for Artists

Frustrated by the lack of engagement on your Facebook posts? A lot of musicians – and entrepreneurs still learning the social media ropes – share in your pain.

The key to creating engaging content on Facebook – that which makes your fans come back for more – goes beyond simply posting a status update or a link. You have you use your real estate on the social network to draw people in, and then keep their attention.

If you’re looking for some ways to get started, we have a few suggestions for you…

Be Visual: Facebook wants to be your source for video content; therefore, that is the type of content that performs best on the network. You earn bonus points in Facebook’s algorithms if you choose to use its Facebook Live feature, which allows you to broadcast your content from anywhere, as it’s happening. Directly uploaded video performs well, too, and you can now create a live “premiere” event around this content.

However, be advised: when you post links to video channels like YouTube on your Facebook page, Facebook’s algorithms typically recognize this as the third-party content it is, and will bury it from reaching too many people. Remember: Facebook wants to be your everything, so they don’t want you or anyone else going to their competition. There are ways around this – generally, you get a bit of a pass if you directly upload a “preview” of the video to Facebook, and contain the YouTube link in the description — but it is generally ill-advised to post a standalone YouTube link on Facebook.

Mix It Up: Let’s say you have a big show coming up, and you want to sell tickets and put butts in seats. Obviously, you’ll want to use Facebook alongside your other social channels to push the word out to the masses.

However – especially if you have a long lead time between now and the event – it is important to realize that variety in your content around the event is important. Mix in videos, images, streaming links, and more throughout the campaign, and avoid limiting your efforts to posting the same ticket link, in the same fashion, over and over again. The former will perform better in Facebook’s algorithms and keep people better engaged, while the latter will almost certainly have diminishing returns each time out.

Remember, It’s Not All About You: Here at UMC, our social presence has grown so steadily because 90% of our content is about somebody else. Sure, your band’s page should promote the things happening within your band. However, there are ways to grow your following by bringing other artists and their fans into the mix. Tag an artist whose recent release you admire. Show some love to the band you’re joining on an upcoming bill. Whatever you do, you can create a stronger sense of community within your scene – and, in turn, around your music – by using your space to support others.

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