A wise woman once told me, “Your Facebook page is meant to tell a story, your story.” I have come to see that what she said is true. From the memes you post, the articles you share, and the emotional rants that sometimes come out in spite of yourself, social media tells the story of who you are. And, for the most part, you are the one in control of what is being said. This opportunity to communicate an intentional narrative applies to group pages, businesses and entertainment, as well. Storytelling is particularly relevant for musicians, who have a unique perspective on the way this tool can be of use.
According to the Digital Marketing Institute, a “story is essentially a sequence of events with some key elements.” One way of looking at storytelling is that it provides a means of connecting the what, where, why and when of events, blending them into a coherent form. All musicians have stories to tell; some are more aware of this than others. Although biographical elements are often key, the overall storytelling you convey as a musician needs to directly reflect the purpose of your music. When this is successfully done, it will capture the imagination, and even the hearts, of your listeners, allowing them to feel that they have a place in the story being told.
Not every song tells a story, but every song should have a story behind it. Using social media to transmit this story can do much to advance your brand as a musician. Specific aspects, such as song lyrics, the meaning behind them, and even why certain songs are orchestrated the way they are can become important aspects of your story. Other parts might include reactions from fans, posts from followers, live videos, pictures and behind-the-scenes contacts. Weaving these elements together is a way of presenting an ongoing story, connecting you with your social media followers and enabling you to gain new ones.
Since social media is primarily a visual medium, it is important to take full advantage of what it has to offer by consciously presenting material that is visually appealing. This will encourage followers to not only pay attention to your story, but also to feel that they are included in it. By designing elements that encourage people to interact and contribute, you provide them with an experience of being an integral part of your story, as they watch it unfold. With this in mind, you must make a consistent effort to control your own narrative by being actively engaged, knowing when to delete posts, when to block, and the best ways to respond to your fans and followers. As you progress, you will no doubt discover new strategies to make this happen, such as the use of hashtags and other means to make your content as shareable as possible. Doing this will draw viewers to your social media pages, contributing to the ever-growing story being told about your music and your brand.