Artists Are Brands: Four Tips On Social Media Influencing

In 2020, social media advertising has gone up to a whopping 37 billion dollars, and we are still in the fourth month of the year. This is a 10 billion dollar difference, in investment, from 2018, of which advertisers genuinely feel they are gaining their money’s worth because, now, social media is NECESSARY for businesses. By all means, artists are brands. For example, since the pandemic, rapper Tory Lanez’s Instagram has gone up 2.4 million followers and his April mixtape earned 80% more revenue than his previous records. Meanwhile, DJ D-Nice has been playing his BIGGEST shows ever on IG, including visits by the First Lady and Beyonce. Hence, here are 4 tips on how to build yourself as an influencer while being an artist.

1. Don’t Worry About The Size – It is NOT easy to gain a social media following, and the whole process can feel discouraging because it is one that takes patience and analysis of things like, timing, popular hashtags, and even proper product and setting placement. No photo is “casual” when trying to be an advertiser because even casualness is planned. Yet, in 2020, the Nano-Influencer, which is anyone from 1 to 10K followers, has risen in popularity. Advertisers see them as the “grassroots” of advertising; building a partnership with them that is formidable and equally boosting. Think of this way! People trust and admire small businesses more than big businesses, which translates in social media followings, as well. As a Nano- Influencer you are a small business. Moreover, beyond getting paid for promoting a product, when you start to advertise on your page, it is a stamp of approval to viewers that you are gaining legitimacy. Thus, there is a real opportunity to diversify and expand the monetization of your platform, when you are beginning, because you are starting. The ad-world is your oyster to explore! 
2.  Selectivity – Yes, there is an old saying that beggars can’t be choosers, but, on the internet, YOU BETTER BE! Take entertainment influencer, Greg Flores. He did a great interview with Intellifluence; a platform that allows rising influencers to connect and make deals with potential advertisers. Flores discussed the importance of always assuring that your brand matches with an advertiser; otherwise, your viewers become confused over your overall purpose. Yes, it is good to get paid, but to build a brand you have to have a set image, and reviewing/ promoting an android phone when you are a health food blog feels random. You need to appear purposeful so as to attract more, exclusive ads. 
3. Am I An Artist Or And Influencer?– Let’s be honest! The starving artist is a VERY REAL thing. Most artists have side or full-time jobs to support their passion until it becomes a profession. The NY Times released an article on how being a social media influencer has, literally, becomes its own sector of the entertainment industry. Regular people, especially teens, deciding that their is no need for Hollywood when you can still become the face of H&M.

Frankly, it is hard for artists to blend both worlds because most don’t know “business” and struggle to wrap their minds on how it can ever be good to them. Social Media Influencing gives music acts a lesson on the inevitability and necessity to collaborate with other brands as an artist do with other artists. You NEED social media to build your image, and becoming an influencer gives you a direct line of independent power, business education, and, of course, another paycheck. In addition, artists have become trusted influencers for advertisers because they have fans. Artists WANT more fans in the same way advertisers want more customers.Thus, they feel like a safe choice because their content quality and style is already gathering a rising base, which means advertisers become more willing to calculate long-form promotions with them. 

     4. When do I get an agent? – This is the question for most artists when they are trying to build their artistic career, yet there are agencies for social media influencers, as well. Personally, as an entertainment reviewer, that also focuses on advising artists on the rise, I think a publicist is VITAL for an artist’s team. We are living in a world of spin, and, technically, that is what social media influencing is about: spinning a product in image until you sell in reality. Backstage.com covered the top 6 social media agencies, and they are worth a look, especially after you read the links I placed in my previous point. Agents and advertisers work on a “We’ll call you!” mentality. Hence, my first point remains the most important one: work on being a nano-influencer. Build your social media page/ blog like a grassroots campaign so you can attract more advertisers in making you a global influence.