Most artists these days understand that social media provides a solid first impression on any potential audience, so it needs to not only make an impact but be a good one. For independent artists such as musicians and composers social media can help offer an extensive network to promote and engage new clients.
Social media analytics is an essential tool that allows you to collect the correct data about your customer. The customer is at the focus, and you can effectively drive growth and profit.
With many artists attempting to bring in new clients and audience, many misunderstand the key behind analytics. However, people share much of their common interests and hobbies over social media. Therefore, it can be beneficial to know that your listeners and audience can be an excellent purchase for them.
So, how do analytics work with social media?
And, more importantly, why should musicians be utilizing them?
Read on to find out exactly what social media analytics can do for you and why it is a tool you should use to help you reach new heights.
What is Social Media Analytics?
Utilizing analytics on just one network helps look into how a specific social media campaign works. However, for long-term goals and objectives, you can assess the impact of your work across all of your social media presence by performing analytics for the scope.
This would help you in creating a stabilized foundation for your music career or give you a much needed growth on social media platforms where many music labels, agencies etc are continuously looking for fresh talent.
Speaking on the subject, debut music licensing company Track Club Licensing shares how companies like to take a run down on artist’s social media to understand their personality and vibe before even agreeing to meet in person. This helps them gauge an understanding of will the artist fit a certain audience style, what new do they bring to the music scene that will set them apart.
Therefore, considering the broader picture in mind, the artists should also take keen interest in social media analytics to know their audience beforehand. It would be interesting to have a musician know the difference between Kpop and Electronic music to be able to see a common ground for connecting with the audience from both background.
Goal Setting Happens First
When you start looking into what tools you can use to collect the data, you need to research. There are many analytics tools out there, so knowing their benefits can help you determine which will best suit your needs.
Establishing your goals upfront is going to go a long way to assisting your analytics. You should evaluate your business and ask many questions and decide your key metrics to track, such as:
- Reach (viewers)
Depending on how you prioritize your goals for what you want to track and see grow, you can more easily choose the right analytics tools to help you. Some questions that can help you do that are:
- What social media platform best reaches the target demographic?
- What sort of social media presence has the most impact (words, videos, photos)?
- What is trending in the current market that we can utilize to grab viewers’ attention?
Maybe your goal is to broaden your outreach and gain more click-throughs to your website, or perhaps you want to see how much engagement or comments are generated from a single posting about your music. Then, it is most helpful to have a link management tool in place to help you track clicks and collect more data.
Determining and prioritizing your goals will be the first step to resolving your analytics. Keep in mind that your audience needs to be at the center of focus – meaning, you need to have a clear picture of your ideal consumer and what attracts them to your services or product.
Social Media Analytics Tools
There are many tools that you can use to help gather the data you need. Here are a few of the best choices for creatives to help them accurately collect and monitor your audience to develop social media campaigns:
Google Analytics – If you are an established musician with your own site, this tool helps you learn about your website visitors. You can use it to set up reports that help you see what content on your social media platforms works the best, which social media channel is providing you with the most traffic. For example, how many leads do you get from social media, such as sales inquiries, signups, and more? With this data, you can get more out of your social media campaigns and strategize more effectively for the future.
Hootsuite Analytics – With Hootsuite, you can get a complete overall picture of your social media handles, simplifying it to help you save time and easily compare results across networks. It breaks down all of your critical metrics from social media posts and each of your profiles, including the growth of your following. You can prioritize what metrics matter more to see the results at just one glance.
Brandwatch – Brandwatch is a powerful analytics tool that uses five report templates. The summary portion gives you a view of your brand as well as competitors and keywords. Trends reports provide you with conversations and accounts that trend for a specific topic or hashtag. Finally, the reputation report gives creatives an idea of trends to monitor and possibly address, which can help determine what videos or posts to create.
You also get an influencer report to identify marketing opportunities relevant to your specific goals and influencers whose activity you can analyze. Finally, the competitor comparison tool is an essential piece of seeing what’s working on similar businesses’ posts so that you can adjust and adapt to your own.
Platform Analytics – Depending on whatever platform you utilize most or plan to focus on for your social media, you can look into how to maximize your data gathering by seeing if they offer their analytics tools. Many social platforms like YouTube, Instagram, Pinterest, Twitter, etc., all have their own analytics tools that you can use to track results.
Why Musicians Learn How to Use Social Media Analytics?
Anyone within the creative field especially the independent musicians should engage in social media analytics tools if you strive for growth and new opportunities. You never know what sort of market trends may pop up that you could develop some creative social media engagement from and boost multiple facets within your business, like views, clicks, shares, and ultimately, sales.
Social media analytics for creatives is an excellent way to gain more effectiveness with your social media channels, your Return On Investment (ROI) and boost your campaign performance. You can earn more insight into what your target audience cares about and influences them to subscribe, purchase or engage more with your business. By creating these more thoughtful and impactful initiatives, you can build stronger connections and growth.