This means that the organic reach of musicians’ content is lower than ever, even among fans who have already liked their Page. It has left artists wondering how to take back the initiative and grow their audience. Not so long ago the topic of buying Facebook likes was big news. Now it’s a matter of whether or not to pay to boost Page posts, as Facebook is encouraging musicians and other brands to do.
To remedy the situation, this article suggests email marketing as an alternative to paying to boost posts on Facebook. Then, of course, social media became a more viable way to attract attention and make announcements – with the likes of Myspace (RIP), Twitter, and Facebook. However, the argument runs, there now exists a social media environment where users are inundated with content and algorithm manipulation is dictating the sort of content that is shown. Mailchimp's Freddie is betting on it! Instead, we must adjust our attitudes and how we use both social media and email marketing. In this sense, social media isn’t necessarily in decline, but the rules have certainly changed – not for the first time, and more than likely not for the last time either. By playing to the strengths of both email marketing and social media, it’s still perfectly possible to achieve solid growth for your fan base while engaging your existing followers.
Facebook’s algorithm adjustment this year caused quite a storm among musicians. Essentially, posts from friends such as status updates, photos, and videos are prioritized over posts from Pages. This means that the organic reach of musicians’ content is lower than ever, even among fans who have already liked their Page. It has left artists wondering how to take back the initiative and grow their audience. Not so long ago the topic of buying Facebook likes was big news. Now it’s a matter of whether or not to pay to boost Page posts, as Facebook is encouraging musicians and other brands to do.</p>
To remedy the situation, this article suggests email marketing as an alternative to paying to boost posts on Facebook. There was a time – pre-social media to be specific – when collecting email addresses for a mailing list was a staple for everyone from upcoming bands and DJs to established pros. This made a lot of sense at the time because it was the most effective way to draw people’s attention towards your website to check out the latest tour dates, release, mixtape, or whatever it may be.
Then, of course, social media became a more viable way to attract attention and make announcements – with the likes of Myspace (RIP), Twitter, and Facebook. However, the argument runs, there now exists a social media environment where users are inundated with content and algorithm manipulation is dictating the sort of content that is shown. As the example of Facebook’s algorithm demonstrates, this often doesn’t play into the hands of aspirational DJs and musicians.
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