Using these sections, you'll be able to:
🧑🤝🧑 Have an overview of your fanbase size and its distribution across channels, and check if you have a good mix of channels to promote your music.
🔖 Track changes in the size of your fanbase and engagement across social media and music channels.
⛏️ Dig into the performance of your content on social media, compare it to the rest of the industry, and see what works best.
We've customized these instructions for artists and their teams. If you're a label executive, A&R, promotor, or work in another field of the music industry, look here for a tailored guide.
Now let's get to the specific sections.
This section gives you an overview of your fanbase size and its distribution across channels.
❓ HOW TO USE IT: Check if you have a good combination of social media and music channels to present yourself and promote your music effectively.
Here's the example of Run The Jewels, who have a very strong base on music channels (we're going to use the examples of the Hip Hop duo throughout the article). While their fanbase on social media is not as big, it's still well engaged, if you explore further.
✔️ Start being more active on your weaker channels to reach a wider audience and reduce the risk of platform restrictions.
✔️ Research the Genre analytics to see which channels work the best for the top artists in your genre. (Go to the search box in the navigation bar and type in the genre you want to explore. When you get to the specific Genre Page, click the "ANALYTICS" button. If you haven't selected your plan yet, you'll first have to sign up and choose the right option for you.) This can give you good ideas which channels to focus on and how to improve your fanbase distribution. This guide will help you.
✔️ Invite followers from your strong channels to follow you or subscribe to your other channels.
These two sections are very similar, so we’re describing them together. They show changes in the size of your fanbase and engagement across social media and music channels.
❓ HOW TO USE THEM:
Use the 12-month timeline to see how your fanbase has grown or how your engagement has changed in the long term. You're aiming for stable growth or an upward trend.
Look at the shorter timelines to check how recent collabs, releases, or announcements influenced the size of your fanbase and your engagement.
Dig deeper into spikes and identify the causes to repeat successful examples. Below we can see a noticeable spike in fanbase growth, worth looking into, in June.
✔️ To grow your following, put in the work.
✔️ Adjust when underperforming: think about changing your content and interacting with your current audience.
A comparison of your overall fanbase and engagement on social media and music channels will give you more insights.
❓ HOW TO USE IT:
The left graph shows you FANBASE GROWTH VS. ENGAGEMENT. Know that when your fanbase grows, your engagement should also increase.
The right graph shows you FANBASE SIZE VS. ENGAGEMENT. Your goal is to get (or keep) the red engagement line above the fanbase size line, as promotors and labels usually look for artists with highly engaged audiences.
Engagement growing parallel with the fanbase in the left graph shows that the artist is on a healthy career trajectory. On the right side, we see that in the last 12 months, engagement never fell under total fanbase size, which is a good indicator.
On the other hand, we can take a look at an artist with a big fanbase, who has been on the scene for a while. Nas’ fanbase is much bigger (11.6M in comparison to the 1.8M of Run The Jewels), but even though he’s a strong artist with an upward trend, his monthly engagement is lower than his total fanbase size.
✔️ Think about adapting your content and rethink your online activities.
In these sections, you’ll dig into the performance of your content on Instagram and Twitter in the last 3 months.
❓ HOW TO USE THEM:
Work on getting your engagement rate to (or above) the industry average.
See which posts and tweets work the best and use this knowledge in the future. Look at other similar artists for examples of good practices you can adopt (like the use of hashtags).
In the example below, we can see that Run The Jewels’ fanbase size is in the 200K–1M bracket. Their engagement rate is the same as the industry average, which indicates a well-engaged audience. Note that the average engagement rate naturally decreases with the size of the fanbase.
✔️ Make sure the communication on Instagram goes both ways (if you raise an issue with a post, keep the conversation rolling in the comments; respond if someone asks a question; if they comment on your post, thank them), go for the right mix of relevant hashtags, as they expand your potential audience, and make sure the content you’re posting is engaging. Read tips for winning Instagram as a musician.
✔️ Communicate with your followers on Twitter and tag them to show that you’re interested in them as well. Using relevant hashtags will also increase the viewability of your posts. Read more about it.
To round it out, check if your Social Media and Music Channel Performance indicators in the Career Health section are in the "poor", "fair", or "good" area. They measure your 30-day performance on social media and music channels in comparison to artists in the same subgenre who rank close to you. This will help you study your Fanbase Growth and Engagement sections, described above.
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