Facebook, Instagram, and WhatsApp went down for over six hours on October 4, 2021, and anyone with an announce for that day went down with them. For many artists and brands, it didn’t matter. Most of their demographic has left these platforms for TikTok, Snapchat, or off social media all-together. After a decade of nurturing a following large enough to activate, platforms have slowly squeezed your reach and leveraged it for ad sales.
When you convert your social media followers into reachable users on a platform you control, it doesn’t matter if Facebook goes down. It doesn’t matter if you have a PR firm, low performing shows, or fancy store features. All that matters is you nurture, protect, and feed your fans.
Don’t sell them stupid dolls, dad hats, or self-help quotes. Don’t push tacky festival flyers or tour announces for events that they couldn’t possibly attend. Just be real and deliver authentic communications designed to keep your community connected.
Build your own universe. It’s only hard if you’re faking it.
Check out an article from HypeBot on Getting Started with Email Newsletters as a Musician.