Twitter provides artists, musicians and content creators with the opportunity to communicate with fans in real-time. Twitter has created a gateway to engage and connect with fans through new music, promotions and live events.
The social media platform has partnered with a number of major brands such as the NBA, Wall Street Journal and NBC. Video has allowed Twitter to continue the narrative around the platform creating conversations.
Twitter has also become a way to reach concert goers while artists perform in their city. Naturally, the social media platform partnered with LiveNation to stream live concerts in 2017. The real power is that artists can now update their fan bases, make announcements and promote new content with a single tweet.
Now lets deep dive into 20 facts that make Twitter a go-to for connecting with fans.
- 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.
Twitter has continued to improve the platform by making it easier for users to organize information. By utilizing search and lists, artists can organize their networks as they see fit.
Twitter lists allow artists to segment followers based on where they live. This demographic can provide data to gauge interests and see what cities are prime to be booked for a show.
Although networking and the organization of information has its benefits. Twitter’s biggest advantage is that it allows artists, musicians and content creators the opportunity to interact with fans directly.
Depending on how you choose to engage, Twitter can create an immense amount of value for content creators.
“I think you lose a lot if you outsource your social communication to third parties. It only takes a few minutes a day.
There’s a very big upside for artists that invest their time in getting it right.
One of the main advantages Twitter has for artists is that it’s more open than Facebook or any other social platform.
Artists can follow any band they’re into and connect with them easily.
This is a big plus.”
Amanda Palmer of The Dresden Dolls has built up some cache on Twitter. The Boston-based musician has created a reputation on Twitter for being one of the most active and engaging musicians on the platform.
Palmer dives into everything from chats with fans to seeking input and feedback about creativity like t-shirt designs and songwriting.
This creates the opportunity to connect and work with other like-minded artists. If you can combine the right formula of getting followed, retweeted and becoming a relevant user. You can build a massive following in a short amount of time given the appropriate strategy, dedication and motivation.
Different artists utilize Twitter in different ways. The overall advantage that Twitter continues to have is that the platform has made one-to-one communication much more accessible than ever before.
It all depends on who you are as a content creator. Your brand may require you to be ‘strictly-business’ and more so broadcast-esque. While other brands are generally more intimate.
The power continues to lie with the fans. Everything from free previews to unreleased material, promotions of albums and videos. Twitter definitely has a created a deeper connection among artists, musicians and content creators.
The draw for fans on Twitter is that they can follow their favorite musicians in real-time. This built-in feature provides a sense of spontaneity for all parties involved. This creates an immense amount of value for artists that can build their brands and fans can connect with their favorite artist.
We all know that social media is important to artists, however, does the extra effort actually pay off?
It all depends on the artist and how they approach social media. For anyone starting out you will have to define what your “value” will be.
The primary basis of social media marketing is establishing a line of communication with your fans and building a brand.
You may not see the immediate results in more followers or selling out more shows. The art of developing those key relationships will it make it more likely to gain more followers, sell out shows and expand your reach.
Mike More of plagood says asking people to make a purchase is probably the least effective approach.
“That doesn’t provide any value for your fans. It’s a demand.”
More recommends creating conversations with your fans, getting their input and doing things like hosting open chats via Twitter.
He advises when it time to comes to making purchases and investing in your brand. Fans are more likely to make a purchase if they have a deep connection with your brand.
Going back to Amanda Palmer, she experienced this lesson firsthand. The creative used her influence on Twitter and the feedback of her fans to create a t-shirt design.
According to Twitter, the proceeds from the t-shirt brought in $11,000 in the first two hours.
Other artists have had similar successes on the social media platform. Whether it be selling out an upcoming performance or getting more people to stream new music.
Keep in mind these results will vary depending on how big your following is on Twitter. Over time, it is possible to create a legitimate, real-world fan-base. Whether you are independent, local or Worldwide, Twitter is a great place to start.
Tools like Facebook and Twitter are very powerful when combined with real-world connections such as networking with other artists or having your fans see you perform live.
No matter what social networking tool you choose to use as an artist. The Internet will always be complimentary to creating real-World human connections.
Twitter just happens to be one with extraordinary potential.
“To this day Twitter is still the best communication platform for artists and fans, I love instagram but the comment section is so limited versus here we can talk about anything extensively.”
In conclusion, your brand is the first encounter with potential fans and followers. Before they make the decision to follow your Twitter or engage with your content they will ultimately be judging you based off of your online presence.
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 creating 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.
Although, there is a lot of noise when it comes to social media. There is a wealth of creatives, artists and music professionals 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.