Where are your fans from?

Have you ever wondered where your Facebook fans are from and how it can help your online marketing?

Aside from being generally curious, there are added benefits to knowing where your fans are from if you plan to advertise online.

Switch accounts to your band page and click on ‘Insights’, on the left hand menu click ‘People’.

Here you can learn how many of your fans are male vs. female and what age brackets they are in.

Also you can see what countries your fans are from, which cities they live in and what language they speak.

How can you use this information?

Age groups

If you plan to advertise online, this can give you an indication of which age bracket you should target to, if most of your fans fit in a certain range, you may want to exclude younger/older audiences to get the most out of your money.


Which gender should you advertise to, the one you have the most or least of? It depends really, if you want more similar fans to what you currently have it would be safe to advertise to the higher gender split. But if you think the opposite gender would really like your music, you could create a specific campaign to target them online.


Also when it comes to planning gigs, you can see which cities your fans live in, you might have a huge following in a city you’ve never considered touring to, or no fans in a city you’re thinking about playing at.

Have a look at your data and see what you can learn about your fans.

Here’s the demographics for Metal Marketing on Facebook.

As you can see, most of my fans are Male, aged 25-34, living in NSW Australia.


Online authenticity

5 ways to be authentic online (1)

Authentic [aw-then-tik]
1. not false or copied; genuine; real.

I recently listened to Andy Dowling’s podcast, The Andy Social with James Norbert Ivanyi. In it, they discussed authenticity and it got me thinking about how musicians and bands (and anyone really) should portray themselves on social media.

If you’re a musician or you are in a band, I’m sure at some point in your time on Facebook you’ve received a friend request from someone you haven’t personally met, but may have many friends in common with. You thought you’d accept it considering how many friends you have in common, because maybe you have actually met once at a gig or maybe you just thought sure, why not?

Once you click accept, how many of you have then received an inbox message from this person saying, “Hey, check out my band <insert band’s Facebook page here>” and never heard from them ever again?

This can be quite frustrating, as yes, Facebook can be used as a networking tool but it is mostly used to share personal photos and updates with your friends.

I understand that it is difficult to get new fans on social media when you are starting at the beginning and yes, even I sent initial requests to my friends to support me and like the Metal Marketing Manager page.

This road hasn’t been cheap, but I have used more traditional methods like Facebook advertising to try and reach out to musicians online so that I remain an authentic source.

Here are my top 5 ways to be authentic online

  1. Gain followers organically, don’t beg for fans or turn to untraditional methods to gain fans, such as spamming users or buying fans.
  2. Produce valuable content, if what you share on social media is interesting or useful to your fans, there is a good chance they will be interested in what you have to say. Ask your fans questions or for their opinions, promote musicians who inspire you. Engage with the people who follow you, give them a reason to like or comment on your posts.Before you post something think, would I like this post if I saw it on Facebook?
  3. Produce regular content, consistency is key on social media. Make a plan for how often you will share content on your pages and stick to it. Consider using a scheduling tool to help keep you consistent. Be in it for the long haul, with time comes credibility.
  4. Be an influencer, don’t make everything about you. How can you help the local music scene, your community, your fans and other like-minded musicians? When networking, don’t wonder how that person can help you, think about what you can do for them to create genuine long lasting relationships.
  5. Be passionate, don’t do it for the likes. Do it because YOU want to, because you love it.

5 ways to be au

Why call to actions are important on paid social posts

What’s a CTA and why you should use one if you boost your posts on Facebook?

I try not to use too much marketing jargon when I write, but there really are a few things that are just to long to type repetitively, call to action being one of them. call-to-action

A call to action or CTA for short, is what you want your fans and followers to do as a result of your post on social media. You can have a number of call to action responses including; liking your post, commenting on your post or sharing your post. These are the three basic CTA’s that you should aim to receive at least one of from each fan that sees your post.

The kinds of CTA’s you want your fans to do if you pay for your posts on social should be much more significant. As they say you need to spend money to make money. If you’re going to pay to get your product out there, you want a dollar value in return. These kinds of CTA’s should include; watching a video from your YouTube channel (which you may earn money from ads), going to your website to purchase some merchandise, visiting your bandcamp page to buy a new release or posting tour dates with a link to the ticketing company to purchase concert tickets. 

Paying for ads on Facebook can be a matter of trial and error, but it doesn’t have to cost a fortune. You could just start with boosting an engaging post to people who are already your fans to make sure they can see your content.

Think about what you want to boost, are you releasing a new album? Maybe it might be best to try boosting your post to your fans and their (like-minded) friends. It has been discussed that people are more likely to do/buy something if they know their friend endorses it.

Selling tickets to a show in a city you’ve never been to? This is where much more targeted advertising will come in handy. Be very specific to get the best value for money. Click on ‘People you choose through targeting’. It will bring up a box where you can get quite specific. I have created an example for you below. Change the location to cities, and add in a radius. Start typing in the name of the city you’re selling tickets for. Add in an age bracket for your post. If it’s an all ages show make sure you lower the age, and if its 18+ make sure you change the higher age to represent your fan base. You can choose to target a specific gender, i’ve left mine as all in this example. Then add in interests, here you can include bands you sound like to get your post out there to new people who might like your music, or those who know you but don’t follow you on social. Feel free to be as specific as possible, really put your money to work.

Screen Shot 2016-02-24 at 3.22.48 PM

Once you’ve saved this information you can add in how much you want to spend over a specific amount of time and it will show you how many people your post could reach with the amount you’ve chosen. Now the keyword here is COULD. I could pay $4 and 1,900 people could see it, or i could pay $4 and 5,100 people could see it.

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This is why a good CTA is important, you are paying for these people to see your post, but what have you done to make it engaging enough for them to actually click on it?

Also, keep in mind that if you use images in your paid post that it must have less than 20% text on it, or they won’t approve it. Also note that if you are running competitions or giving something away that rules also apply. Here’s a great infographic to see if your Facebook competition/giveaway is legal.

How to write different content for each platform

How do you cross promote one piece of content to various channels?

I am a firm believer of not sharing the same content to each platform. When I say this i specifically mean word for word. You can share one piece of content to each platform by changing it up a little for each social account.

How do you do this?lightbulb_icon

Here are some thoughts around how you could release an announcement for tour dates for each platform. It may take some time and effort to do it this way, rather than writing something once and publishing it to every single platform, but that’s boring and lazy. You can still be efficient by using a program like buffer to schedule posts, and by doing it in advance you can save yourself some time.

How to cross promote your tour:

Website: Update your home page with a new banner or call to action to get people to click on your tour announcement. Your website is the place where you can keep the announcement simple and informative. Include the dates, cities and where fans can buy tickets. In the announcement link a call to action to your blog.

Blog post: Don’t just announce the dates and cities and leave it at that, make it a piece of engaging content for your fans to read about, make it an actual blog. Have you been to these cities before, have you played at these venues, are there any tourist attractions the band is looking forward to seeing. Ask you fans if they have any recommendations for restaurants or sights to see in the areas.


Press release for websites: Check out this article on how to write a press release for an event and give it a go! Send this out to various online websites and music magazines with a professional photo and ask if they can write about your shows.

Facebook: There are so many possibilities for Facebook so get creative! The first thing is to create an awesome cover photo with your tour dates and updating your call to action to ‘book now’ with a link to your website to buy tickets. Facebook is a perfect place to share visual content so it would be good to share your youtube video here (see below). Another great use of Facebook could be to create polls to ask fans what songs they want to hear – maybe the winning song will be the song you close your sets with. You could also share your blog on Facebook and ask fans to give you tips about the cities you’re visiting. Fans like to feel involved with the band, so let them get involved. Ask them questions, give them reasons to comment on your posts. Share your live photos and thank you’s for attending the shows.

Twitter: This is also a good place to share thank you’s to fans attending the shows. It’s also a great place to post live reviews or retweet any photos that were taken by fans. If you retweet fan comments and photos from your shows you might just encourage more fans to do this. Anthrax are great at retweeting fan photos and tweets. They even retweeted my photos I took on my phone at a show in Amsterdam. A retweet from the band makes fans feel important and will encourage them to promote the band to their friends and followers.

YouTube: If you have the skills, create a short 20-30 teaser on Youtube. This could feature one of your songs, some live footage from previous shows and the dates you will be playing. This teaser would also be great to share on other social platforms. If you aren’t skilled at editing videos consider asking someone to record you band announcing the tour, or even doing something like a stop-motion video. You can do both of these on your phone if you don’t have access to expensive equipment.

Instagram: Use Instagram for tour merchandise teasers. Share hints of what your merch is going to look like, ramp up some hype and excitement in your fans. Ask them to tag photos of them selves wearing merch that they own. You could even give them an incentive to win something or even receive a free sticker when they show their tagged photo at the merchandise stand.

Consider using Instagram as your only photo platform during the tour for behind the scenes shots. Make sure you tell your fans on Facebook and twitter that if they want to see exclusive tour photos that they should follow you on Instagram. You can share the live shots and on stage photos on Facebook.


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.