If you’re an artist or in a band then you’re probably on social media to reach your existing fans and to expand your fanbase. There’s a problem though, in that it’s getting a lot harder to do that, especially with the biggest social platforms available.
This is especially evident with Twitter, which still has 320 million monthly users, but most of those seem to be business, sports and celebrity users or journalists. Gen Z and younger millennials are staying away like the plague.
It seems that, unlike Facebook (which they reluctantly use), younger users really don’t have a good reason to use Twitter when other alternatives like Snapchat, Instagram and Kik fulfill their needs in a better way.
Twitter is hard to define and even harder to describe why you need it, but any social network is in trouble if the user doesn’t have any friends on it, as is currently the case with Twitter and the Gen Z and millennial crowd.
Brands are beginning to recognize this as well and spending less on the platform, understanding that it probably won’t be growing much in the future, and that you’re buying current users, not future ones.
That’s why it’s important that you know exactly where your fans are before you invest your time in a social platform. You only have a limited amount of energy and as a result, can’t be everywhere, so go where you can get the most bang for your buck in terms of time invested. If you know that your fans are on Twitter, spend your social capital there, but if more are on Instagram (for instance), that’s where you have to be.