Eight of out Top 10 people on Twitter are music artists. That’s because artists and music fans alike use the platform for discovery, to view content and to engage with the conversation around that content.
Speaking to TIO for its co-presented Podcast with APRA AMCOS, Jennie Sager, Twitter’s Head of Entertainment, Asia Pacific, said:
“When you’re using [Twitter] properly, and you know how to use it, it can generate enormous results. But I think it’s the artists who are new to the platform and don’t make the effort in the beginning to understand that struggle.”
Check out all of Sager’s tips for artists via the Podcast, or read a few below:
Use Twitter’s video features
“People are spending more time on the platform, both in Australia and globally. […] And our video views have increased by 225% so we know they just want more and more video content as well.
“We launched [live] – and I’m talking about our Premium Content model – to include things that usually include broadcast rights, so sports games, shows like The Grammys or the Billboard Music Awards. We launched that less than a year ago and this year alone we’ve live-streamed so far more than 650 Premium Content hours and more than 450 events. We’ve watched the live streaming space really take off.
“We’re smashing our competition out of the park where we’re averaging about 10 times more of an audience than our competitors are so it’s a great space for us to be in.
“I definitely see us growing in this space. I mean, we’re seeing artists use it to kind of break down that wall between themselves and fans. We’re seeing the bigger companies like Live Nation embrace it to broadcast to the world. […] We’re just growing so quickly in this space so I can think you can expect to see that a lot more.”
You don’t have to be a Premium Content subscriber to take advantage of video
“We also have Periscope Producer which allows you to broadcast live from any HD Broadcast cameras. And then of course we have the everyday user model where you can open up the app and just start live-streaming right within the app.”
Use Twitter as a digital press release
“You can use it to announce something like tour dates, album releases, things like that.”
Twitter uses multiple revenue models for clients and is executing dozens each months in Asia Pacific. For the custom sponsored campaign Twitter ran for local artist Cody Simpson (2015), Sager engaged ANZ bank for a series of intimate ‘money can’t buy’ live concert experiences.
Don’t be a fair-weather tweeter
“A common misconception sometimes with people that are new on Twitter is that they can tweet once and not tweet again for a year, and see results. It would be like meeting somebody and shaking their hand once and then expecting them to call you every day.
“We recommend tweeting two to three times a day.”
Tweet ‘rich content’
“When I say rich content [I mean] videos, photos, GIFs… we see native videos bump up your engagement average by about 70%. So it’s something really simple that can help with your presence on the platform.”
Engage with your fans
“Re-tweet them sometimes, like their tweets – give it back. An artist might tweet once and then never engage with their fans and that isn’t really going to work.”
“I think sometimes people overthink it. Be authentic but don’t push yourself to go somewhere that’s not comfortable for you. If you look at all of the top people on Twitter, they’re all music artists. Eight of out Top 10 people on Twitter are music artists. Katy Perry just hit 100 million followers on Twitter, which was huge both for her team and for her.”