Social media is ever-evolving. From adjusting to changing algorithms and timelines to taking advantage of new platforms, social media managers for musicians and recording artists have their work cut out for them. Years ago, social media managers would grow accounts with advertising and use organic content to engage their followers. With the introduction of TikTok, Instagram Reels, Facebook Reels, and YouTube Shorts, creators must now prioritize organic content and save their advertising budget for promoting their music directly on streaming platforms with tools like Spotify Ad Studio and Marquee. Vertical video content succeeds because TikTok, Instagram, Facebook, and YouTube will share vertical videos to users who have never seen your content before to keep users on their platforms and away from competitors. This can result in your videos being shown to hundreds, thousands, and millions of people overnight just by creating good content. These platforms are your best bet to quickly grow brand awareness organically in 2023. In this case study, we’ll cover 3 examples where we significantly grew reach and engagements for social media accounts using vertical video content.
Using Facebook Reels to reach new users on Facebook
We managed an artist’s account on Facebook that was reaching around 100 people per month and receiving approximately 10 engagements per month for most months in 2020 and 2021. The artist had struggled to successfully reach new people on Facebook and those who were currently following the page were not engaging with their content. Facebook Reels was a game change for this account. By consistently posting Facebook Reels approximately three times a week on this account, we were able to solve the pain points the artist had on the platform. The account now reaches approximately 5,000 people per month and receives around 3,000 engagements. The best part is that this content is nearly exclusively using the artist’s sounds and directly promoting the artist’s music. This means that nearly 5,000 people per month are now hearing this artist’s music that may never have been aware of them.
Using Instagram Reels to drive brand awareness and sales
The Instagram account of a small business we manage was reaching approximately 100 people per post and receiving around 15 engagements per post. The account struggled to reach new users without investing into advertising. We brainstormed, created, and published the company’s first Instagram Reel, showcasing their product and how to use it in 30 seconds in vertical video format. We selected a trending sound. Many videos using this sound had reached 10,000+ people and the sound was not overused either. The video reached 14,710 people and was watched more than 15,000 times, organically. The video received over 300 engagements. Best of all, the business was able to attribute one sale of their product on their website to the video’s success on social media.
Growing to 5,000 followers in 4 months
We grew our TikTok account from 30 followers to 5,000 followers in 4 months by sharing content using trending sounds and inserting ourselves into conversations happening on TikTok. We went from receiving a few thousand video views per month to receiving hundreds of thousands of views per month, thousands of engagements. Our brand has been exposed to over 1,000,000 people organically on TikTok without spending any money on advertising. With a social media account that fans of music that is trending online look to for new music, we have successfully become a tastemaker and can better use our account to promote other artists’ music.
Navigate the world of social media with confidence
If you aren’t using TikTok, Instagram Reels, Facebook Reels, and YouTube Shorts, you’re not doing your job as a social media manager or marketer. Success on social media requires you to stay up to date on the latest trends and changes to the social media landscape and to consistently post on your accounts. Does this sound like too much for you? Let us take the weight off your back with our social media management services. We can create and publish content for you across all major social media networks. All you have to do is take some quick pictures and video on your phone every once in a while. Sign up social media management services here or reach out to our team for more information.