As the industry landscape and virtual worlds of social media continue to shift, it is imperative you adapt your promotional and marketing strategies in order to be successful. Focusing on social media especially, algorithmic developments can significantly impact the visibility of your band’s profile and posts. While remaining active on social media in terms of posting your own content and interacting with others is still a priority, additional methods such as reaching out to fans directly can greatly assist in increasing awareness. However, when directly contacting individuals on social platforms via DM, there is an etiquette to follow.
Consider Your Approach From The Recipients’ Point Of View
Prior to beginning any direct contact, and even after you have begun doing so, make sure you consider how your efforts may be received. For example, is your message polite or does it come across as a hard sell? Have you contacted someone who clearly states in their bio ‘No DMs’ or are you taking the time to double check if your recipients have these boundaries in place?
Ultimately, be respectful in how you reach out. If boundaries are clearly stated then ensure you adhere to them. Otherwise, it may leave negative associations of your band with that person.
Compiling Your Message To Build Connections
As mentioned above, politeness is key. Be friendly, but not overly so to the point it feels ingenuine. Avoid pressured buzz words such as ‘buy now’ as this isn’t a sales pitch. You may be able to send a message to that effect and gain some sales, but the point of direct contact is not solely to get a one off sale. You want to build authentic connections with fans so that not only might they purchase from you on this occasion, but they will be more likely to continue to support your music in the future as well.
Keep your text as clear and concise as possible, don’t try to promote too many things in one go. If your new album is out focus on that or if you have a shiny new video then share that. If you choose to include a link in this message consider using a Linktr.ee or something similar that provides multiple options for purchasing/ listening platforms, without overloading the message with multiple links or restricting the recipient with just one platform option (which they may or may not use).
While most of your message is about you, also show interest in the person you’re contacting. This can be as simple as wishing them a nice day. If the individual is a musician too, why not ask if they would like to share their music. This can be a great way to build up a supportive network.
How To Begin Direct Contact
It is completely understandable if this method of direct communication feels uncomfortable (especially if you’re British, like me) so to begin with, contact those who already follow your band. This might feel counterproductive but bear in mind the impact of the algorithms. Many of your followers may not see any of your posts and be utterly unaware of that new epic album you’ve just dropped. It is also worth noting a psychological point here, most people need to see something several times before they will interact with or act on it.
Additional Notes
Be mindful of the social media platform you are using. Does it feel appropriate to contact people via it? For example, many people view Facebook to be a more intimate space for friends or family and not necessarily a place to be contacted by a band/ band member. Whereas, Instagram can often be a more openly interactional platform. This can of course vary between individuals so look for any boundaries/cues in their profile that may suggest they are open to or not open to DMs.