Twitter provides artists, musicians and content creators with the opportunity to communicate with their fan bases in real-time. Having the ability to cultivate a voice within a community and reach fans.
Coupled with Twitter’s analytic features, the social media platform has created value for users who choose to use the platform for marketing purposes.
Over the years this has created a gateway to engage and connect with a larger market for artists.
Given Twitter’s large number of music fans who consume content, make purchases and support content creators. The platform has also become a way to reach concert goers while artists are performing in their city or hosting events.
This dynamic allows artists the opportunity to grow within a region and cultivate a local fan base. Focusing your resources on a specific area or community is perfect for Twitter’s natural ecosystem surrounding creating conversations.
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In addition to letting fans know about live performances. Artists can now update their followers about future projects, new merchandise and gather feedback on what music to release next.
Twitter’s Advanced Search allows users to target followers based on where they live and who they follow, among other criteria. This is a great way to engage your target demographic and gauge interest to see what cities should booked for a show.
Now lets deep dive into 20 facts that make Twitter a go-to social media platform for content creators.
- Twitter has 145 million monetizable daily active users.
- 30 million (or 20%) of Twitter’s daily users are American.
- 92% of the U.S. population is familiar with Twitter (even if they don’t use it).
- 22% of adults in the U.S. use Twitter.
- 44% of U.S. 18- to 24-year-olds use Twitter.
- U.S.-based Twitter users are younger, have more education, and more income than the general U.S. population.
- The most active U.S. Twitter users have 20x as many followers, on average.
- 12% of Americans get their news from Twitter (71% of Americans on Twitter are using it to read news.).
- Twitter’s site referral traffic is up 6%, year-over-year (Instagram: 56%, Facebook: 29%, YouTube: 22%).
- Twitter users are more likely to like brands that are inclusive and transparent.
- Twitter ad engagement is up 23%.
- Twitter ads with video are 50% cheaper in cost-per-engagement.
- Twitter users spend 26% more time with ads than other social media users.
- Twitter users spend 24% more time with ads posted by ‘creators’.
- 25% of Twitter’s most prolific users use scheduling software.
- Tweets with hashtags gets 100% more engagement.
- People watch 2 billion videos on Twitter per day.
- Watching video is the #3 reason people use Twitter.
- Tweets with video get 10x the engagement.
- 93% of video views on Twitter happen on mobile.
First & Foremost — Study Your Target Audience
As content creators, there’s a real benefit to knowing your audience. Your target market is crucial to building your brand and executing your overall social media agenda.
If you know who’s listening to your message or if you know the community you’re speaking to, you can deliver a much more targeted message in your content.
Cultivating targeted messaging means knowing your target audience’s geography, age, income, gender and language. This allows you to create content that is much more relatable.
To start, you will want to check out Twitter’s overall analytics section. The highlighted features include Top Tweets, Top Followers and Top Mentions. The engagements sidebar features link clicks, engagement rates, retweets, likes and replies.
Go beyond simple demographics. Twitter's audience is leaned-in, influential, and passionate with a variety of…
This is beneficial if you’re new to content creation and need to gather information on your target fans. Twitter’s regular audience may be very different or very similar to your fan base.
For example, the Twitter audience as a whole is 31% female and 69% male.
Having some idea or knowledge about your fan base on Twitter is essential in determining your demographics. Getting familiar with Twitter Analytics can be an extreme help in targeting people on this individual advertising network.
As you develop your brand and target audience, you’ll have time to conduct further research to aid you in your advertising campaigns.
Included in Twitter’s core demographic categories will be some additional information like your target market’s interests, online behavior, search history and device type.
1. Find Out What Content Works
We live in a data-driven World and content is no exception. Tweets with video get 10 times more engagement than Tweets without. Twitter data will be able to help you determine which type of content to distribute.
Developing different content formats around your brand will help you to build an engaging community of supportive followers. Check out the article below for a deep dive on content formats and the benefits of social engineering.
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Even though video is huge on Twitter, you can’t make the assumption that this is the content format that will resonate with your target audience. You can find this out by testing out what works. Your fans may like photos or simply engage with the links to articles that you post.
In addition, when you are developing your Twitter marketing strategy make sure that you don’t assume what your brand “should look like”. You always want to test out different ideas just in case your fans or potential followers are looking for something distinct or unique about your brand.
This is where Twitter engagement metrics come into play, this will help you develop a strategy that directly speaks to your followers and will help you in growing a community of like-minded individuals. With Twitter Analytics you will have all the information necessary to produce content that connects with your followers.
2. Figure Out The Best Times To Post
The best time to post on Twitter is whenever your target audience is likely to engage, interact or simply see your content. This is critical when it comes to building a brand on Twitter and increasing engagement.
The social media platform delivers content chronologically through a timeline unlike Facebook where the main draw is the algorithm, along with its ecosystem. Twitter’s timeline feature explains why the lifespan of a tweet only averages 18 minutes.
To figure out when your audience is online you can use Twitter’s advertising tools to give you a plethora of data to point you in the right direction. The biggest metric for content creators is finding out where your target audience lives and consumes content.
In conjunction with Twitter Advertising, the analytics features can also help you determine if your target audience accesses Twitter through mobile or desktop. This can be the difference from people commuting to school/work or if they’re online while at home.
For example, if 82% of your audience accesses Twitter from 9–11am in the age range of 18–24. The clear assumption is that they are in class or at school, given that your target market is primarily in college.
You can use this information as a basis to perform A/B testing to see what content gets the most engagement.
3. A/B Testing — Identify Which Ads Are The Most Effective
If you’re interested in paid advertising on Twitter, you will always want to get a return on investment. Twitter analytics has tools in place that can show you how your organic tweets match up against your paid advertising.
This helps in determining how your paid advertising is increasing your reach in general. Twitter analytics also has tools that can aid you in comparing and contrasting the success of your promoted tweets.
For example, Twitter data suggest that shorter video advertisements are more memorable than their counterparts.
4. Develop A Formula & Repeat For Success
The beauty of Twitter analytics will also help you determine which tweets and formats work the best, versus which tweets are a no-go. This tool will aid you in isolating patterns to determine which tweets perform the best and which content speaks to your audience.
Overall, all this Twitter data will help you create schemes and strategies that will aid your success as a content creator. In the meantime, use the Tweets that don’t perform well to identify what doesn’t works or doesn’t speak to your audience.
Check out the article below for a deep dive into what Twitter Metrics you should be following outside of performing a Twitter advertising campaign.
For artists, musicians and content creators your brand is your first encounter with potential fans and followers. Before they make the decision to follow you or engage with your content they will ultimately be judging you based off of your image.
This fact alone is why your personal brand should take the lead when developing a social media strategy for your career. A solid brand is crucial when building your network and building rapport with other artists, labels and industry regulars.
The ultimate goal is to have your brand resonate with your target audience, no matter it be fans, label executives or concert promoters. If branding yourself online is one of your goals, Twitter is the perfect platform to get started.
Although, there is a lot of noise when it comes to Twitter and social media — in general. There is a wealth of artists, musicians and content creators to connect with through the sharing of blog posts, websites, news, videos, photos and podcasts.
The convenience at play is that there are millions of people using Twitter as a marketing platform. So there is plenty of examples to take note of, as well connecting and working with artists and music professionals with similar mindsets.