Why you should write different content for each platform

I have mentioned before that you should write separate content for each platform.Screen Shot 2016-01-10 at 12.30.08 PM

I know that it’s super easy to write content on one platform and then use widgets to share it to every other platform you use.

Say you have 5 channels for your band; your website, Facebook, twitter, YouTube and instagram.

I’d say that most bands would want their fans that follow them on Facebook to also follow them on Instagram. Also say, you have your Instagram account linked to you Facebook account so every time you post a photo on Instagram it gets automatically shared to you fans on Facebook. What incentive does that give fans to follow you on both platforms?

Now I’m not saying you can’t do this, or that you shouldn’t. I am saying you should be considerate of this and give fans a reason to follow you on each platform. Offer them something on Facebook that they can only see on Facebook and then something on instagram that only fans on Instagram would see.

There is a big difference between cross promoting platforms and sharing exactly the same content to each platform.

Here’s an example of how to create original content on one platform and thoughts on how to cross promote it to your other platforms

Original source: Your website
Create a blog! Here you can write longer posts about behind the scenes video shoots, diary entries about recording an album, entries about being on the road etc. It’s a great way to let fans get a real look into the band and what it’s like to be in a band and on the road. Sure, they could see it from a photograph but its more interesting coming from you.

How to cross promote:
Include an image or two in your blogp and share that photo to Facebook with an except from the blog and a link to the full blog post for fans to read.

Share a different photo with a different excerpt to instagram or twitter with a link to the same blog.

Maybe also record a short behind the scenes video for YouTube which you can promote on the blog to get fans to go to your YouTube page and also promote the link to your website to get you YouTube fans to go to your website.

Then use twitter as a way to promote the behind the scenes video.

Yes, it’s all leading to the same blog, but you’re providing something slightly different to your fans on each of your platforms, and importantly you’re driving them all to your website where they can learn more about you and also find links to purchase your music, merchandise.

Learn how to write content for each platform in my next blog.

5 things your band shouldn’t do on social

1. Don’t limit your brand Screen Shot 2016-01-06 at 9.46.21 PM
Make sure your imagery, logos, album art and
merchandise are clear and professional looking.

Hire a student or professional photographer to shoot your promo photos. Plan what you want your images to look like, what location you want to shoot them at and how you want to look in them. Have a few back up options in case your locations fall through and consider taking a few changes of clothing for variety. A little planning can go a long way.

2. Don’t upload blurry images
I’ve said it before and i’ll say it again, ensure all of your banners and images are clear and edited/ uploaded in the required pixel size for each individual platform. Image and banner sizes vary between platforms, so don’t expect a Facebook banner to fit on Twitter.

Yes, some banners aren’t visible on mobile devices but that doesn’t mean you shouldn’t take the time to create imagery for each social platform you use, people only seem to notice when it looks bad! There are lots of free programs out there that are easy to use. If you know your way around Photoshop but don’t want to spend that much money try a free program like GIMP. It takes a little bit of time to get used to but it’s great!

3. Don’t spam your fans
Make sure you’re posting enough, but not too much. See how many likes you receive on your posts. Not enough likes? Try posting a little less often or wait until you have some really exciting news.

Write different content for each platform. Nothing is more boring than following one band on every social platform where they post the exact same thing to each. Change it up a bit! Take advantage of using creative hashtags on Twitter and Instagram to gain new fans. Post longer content or use the polls to ask fans questions on Facebook.

If you haven’t already, check out my last blog about staying on top of social media and learn how to take advantage of sites like buffer or hootsuite to upload content easily to each platform.

4. Not wanting to spend money on Facebook ads
If you have a great call to action, like sharing a new song or video try putting a few dollars on it to see how it tracks. If you can get the content and post timing right you don’t need to spend a lot to get a good response.

If you’re new to Facebook ads, try advertising to ‘fans and their friends’ first to see if it can help get your post out there. This option can sometimes help you receive more value for money on a lower budget than using a targeted audience. The theory is that non-fans who see your page are more likely to be interested in your page if a friend of theirs likes your page. Also, you want to ensure your actual fans see the content you’re posting, as they are more likely to “like” your content. The more likes you receive, the more relevant your post will become in the newsfeed enabling more fans to be able to see it.

5. Don’t post overly political or offensive content
Unless your band writes political or gore lyrics sometimes it’s best to keep your personal views and opinions off your band’s page. Discussions can get heated very quickly on Facebook. Social media can be stressful enough without needing to moderate angry or hateful comments between your fans. Also, try to keep band politics off your page. If the band’s members are having a disagreement keep it off Facebook and if a member leaves try and keep it diplomatic.