Social media platforms, like Facebook, Instagram, LinkedIn, Twitter, etc. have become vital tools in the contemporary world’s toolbox. As more people are adopting these channels to engage with the world, assorted brands are competing over their online branding and reputation. Therefore, it becomes imperative for a music artist to be present online to extend his/her fame.
*Brand has been used to denote the musical entity.
Now musicians, especially the ones who are striving to make their presence felt, need their best foot forward in terms of online marketing. It is crucial to be strategic about which social media platforms you should work on to build a presence and brand engagement. Being low on budget and with minimal resources, here is a list of pros and cons of the social media platforms that are breaking records as far as engagement is concerned.
Founded in 2015, there is perhaps no one who does not know what this platform can do. With online stars getting more recognition these days, YouTube has become the ‘it’ of the music world with more than 300 hours of video content being uploaded every minute.
Not only can one upload videos for free, but YouTube partners can also make money from ad-revenue sharing. YouTube also attracts marketers with free ads for the first 5 seconds a viewer watches it, helping to accommodate you with free placing.
YouTube’s video creation app, YouTube Director, also helps with low-budget creation of high-quality ads using easy-to-use tools.
One’s brand gets a lot of exposure in terms of content as YouTube increases the chances of more shares across social networking platforms as the videos are quite easy to share and embed-friendly.
Additionally, it is no news that watching videos on the go has been made possible by YouTube. It is accessible on a broad range of devices and operating systems. With more than half of YouTube’s views coming from mobile devices, users are watching more videos than ever before.
Plus, here are several secrets on how to drive organic traffic to your videos on YouTube and rank higher in search results:
- Captivating videos with engaging thumbnails that can boost your videos’ view-time.
- Optimize your video title, file name, description, and closed captioning to make it keyword-friendly for search engines. For example, if yours is a rendition of a popular track then make sure you keep the name of the popular track’s name with correct spelling in your description, file name, and auto-complete feature.
- Write specific keywords first and general and matching keywords second. This will help you in being unique on search engines. Also, be sure of the keywords you are choosing.
Here is a site which can help you find keywords for your type of music. Also, refer to ‘YouTube SEO: How to find the best traffic-generating keywords‘ for detailed information.
Categorize your video content according to:
- Playlists – Enabling you to group your music content so your users do not have to scroll through hundreds of videos to hear all your music.
- Keyword tags – You can choose keyword tags to organize your videos which helps users discover your music.
- Track video performance – This video guides you through the process of tracking your video performance via YouTube Analytics.
As far as the cons are concerned, it is always good to know that your control over your YouTube content is limited. YouTube hosts related videos shown alongside your videos. Related videos have the potential to divert the attention away from your brand. YouTube controls associated videos with your content and is completely out of your control. The autoplay feature on Youtube worsens the situation.
Furthermore arises the question of online security. YouTube doesn’t safeguard your original content against illegal downloads. If someone steals your video content and posts it as his/her own, it could affect the number of views and of course your online reputation.
Here is a compiled list of the pros and cons of YouTube.
|1. Increase your brand experience|
2. Potential to go viral
3. Drive social and easy shares
4. Better SEO rankings
5. Free uploading and creation
6. Categorization of your video content
7. Watching videos while on the go
8. Earning money
|1. Reduced control of your brand|
2. Lost traffic to a third party site
3. Negative video comments & trolls
4. Dealing with the clutter of advertisements
5. YouTube’s autoplay feature
6. Poor customization and usability
7. Low security and high wait time
With 1.71 billion users a month, Facebook quite literally is the biggest social networking sites on earth’s face today.
|1. A wider target customer reach|
2. Creates a dialogue between your brand and your audience
3. Create greater buzz for events and provide a place and platform where you can invite your audience to various happenings
4. A place to poll your audience and help you to gain closer insights on their liking.
|1. Can’t provide you with a place to just give away music on your wall|
2. Algorithm changes can reduce reach overnight
3. Cost of maintenance has skyrocketed as the platform continues to grow more popular, paid promotions are a way to cater to a larger audience
4. The competition also gets higher