We all know Facebook does not help artists reach their audience as well as it once did, and we know how frustrating that fact has become for everyone who cars about music. Talent cannot get their news to the people who care to read it and fans cannot find the latest information on their favorite acts without going to each of their pages one at a time (or across multiple tabs). It’s a broken system that seems to care less and less about how we feel it should operate as time moves on.
You cannot change Mark Zuckerberg’s mind anymore than I can, so you have probably researched tips and tricks that claim to help increase reach. While some of these methods may in fact help, many others do not, and a few even make you look like a fool for trying to use them. To describe everything you should avoid would take far too long, but here are four simple tips to ensure you and/or your band do not appear desperate for attention on the world’s largest social media platform:
1. Don’t ‘Like’ your own posts (if you already do, stop)
While it is largely true that any amount of engagement on a post increases its potential reach there is nothing that can be accomplished by liking your own post. Your message will not reach more people because you, the author, thinks it’s good. Facebook’s current algorithm is smart enough to recognize when pages try to game the system by engaging with their own content and it filters out such efforts when calculating reach.
Nobody needs to see that Band XYZ approves of the latest post from Band XYZ. That’s the digital equivalent of giving yourself a high-5 and you’re better than that.
2. Don’t tag people, brands, or other bands in your posts if they have nothing to do with the content of that post.
There are circumstances when you may need to tag someone in a post, such as when discussing a content or tour package, but it is incredibly important that you limit your tags to instances when they are absolutely necessary. Nothing frustrates me more than seeing some up and coming act tag me in a video, status, or photo just because they want me to look at whatever thing they have added to their profile. Such tricks may lead to a rise in clicks, but it certainly won’t win you any new fans.
3. Don’t post photos of people without their permission
It’s great that you love the promoter of the show you played last night, but that doesn’t mean you should share that persons name and photo with everyone who has given you a ‘Like’ via Facebook. People by and large prefer to keep their personal life private, so before you rush to post photos of people other than band members on your profile it would be wise to ask for permission. Some may not care what you do with their image, but others will. You don’t know anyone else’s situation in life.
Don’t expose people unless they agree to be exposed. It’s that simple.
4. Don’t beg for engagement.
People hate when you assume they are stupid, so don’t be the artist who foolishly asks their fans for engagement. You are not the only person who understands how social media works. Everyone knows that posts people engage with gets more exposure, which is why everyone who has a social media account constantly engages with the people, products, bands, and brands they love. Their engagement is an act of promotion, and begging for people to help you in a situation where you know they would typically do it without being asked as long as the content was good is just bad marketing. The more you look like you’re desperate for attention the less likely you are to get it.
James Shotwell is the Digital Marketing Coordinator for Haulix. He is also the Film Editor for Substream Magazine, host of the Inside Music podcast, and a 10-year entertainment writing veteran. If you enjoyed this post and wish to see more of James’ work we recommend following him on Twitter.