Is Social Media Failing Your Music Promotion?

I’ve been thinking a lot about social media music promotion.

It’s almost Thanksgiving—when I start to reflect and take stock of the year we’ve had. This one has been complicated, to say the least. I’ve lost a lot of sleep thinking about the massive shifts in music marketing—not to mention our global economy, the climate crisis, and the distress caused by a divisive election. Creatives have felt these impacts profoundly.

We watched in awe as Taylor Swift changed the GNP in every city she stormed through while many of us scratched our heads, wondering how to build our own audiences in this evolving environment.

Social media has transformed, and its implications for music promotion must be unpacked.

The Evolution of Social Media

Remember when social media was a space for genuine connection? A place where fans could discover your music, support your journey, and engage authentically? Those days seem distant. Platforms that once thrived on community interaction have shifted focus. Now, they’re engineered to maximize user engagement, often by exploiting emotional triggers. If you’re feeling disillusioned with social media, you’re not alone.

Social Media Algorithms Are Designed to Exploit

Before you consider abandoning platforms like TikTok, let’s clarify: social media isn’t disappearing. However, user behavior is changing. Fans are moving away from mindless scrolling and seeking meaningful connections.

Here’s the kicker: social media platforms don’t care about that. They’re not designed to help you connect with your audience but to keep people glued to the app. And while you’re spending hours crafting the perfect post or story, your audience might not even see it.

The Impact of Negative Emotions

Social media platforms are designed to elicit emotional reactions, not the warm, fuzzy kind. Anger, frustration, and sadness keep people glued to their screens longer than joy or inspiration ever could. Strong negative emotions drive engagement, and engagement drives revenue.

Here are some facts and articles that back this up:

Anger as a Driver of Engagement: The Wall Street Journal widely reported that internal documents from Facebook revealed that posts receiving “angry” reactions were amplified more often than those with likes or loves because anger leads to more comments, shares, and overall activity.

Negativity Bias in Algorithms: A study titled “Can Few Lines of Code Change Society?” found that algorithms designed to maximize engagement tend to overexpose users to divisive and harmful content, perpetuating an “algorithmic negativity bias.”

Implications for Musicians Relying Too Heavily On Social Media Music Promotion

Okay, so if studies show that prolonged exposure to negativity on social media can leave users feeling stressed, anxious, and burned out, and these platforms profit from keeping us in heightened emotional states, why on God’s green earth are we spending so much time trying to figure out how to convert users from social media to become real fans?

As musicians, your goal is to inspire, evoke emotions, and connect. You create to share joy, reflection, empowerment, or even heartbreak—emotions that resonate with our shared humanity.

However, promoting music on platforms that provoke adverse reactions can feel misaligned with our artistic intentions.

How Do We Rethink Music Promotion Strategies

Given these challenges, it’s essential to explore alternative strategies for music promotion:

1. Get In A Frame Of Mind – Gratitude Can Help You Reconnect with Your Purpose
Reflect on why you create music and who your intended audience is. Ensure that your promotional efforts align with your artistic vision and values.

2. Cultivate Authentic Connections
Focus on platforms and spaces that facilitate genuine interactions. I think this starts with your email, but it could also be through dedicated fan communities on Discord, live events, or personalized communications.

3. Set Healthy Boundaries With Self-Care
If social media is draining, limit your time on these platforms. Schedule posts in advance, take regular breaks and prioritize your mental well-being. Go outside for a long walk and breathe, call a friend, and catch up (don’t text!), take yourself to a museum and look at art – RESIST taking out your phone and sharing in real-time – just enjoy. You’d be amazed how any these things may spark some more creativity.

4. Invite Your Fans Along
It’s tough to create a fan journey on social media where users are encouraged to keep on scrolling! It would help if you invited fans to spend time with you. If you are not playing out regularly this can be challenging but I have a few suggestions

Try live streaming 1X a week consistently for 10-12 weeks and see what changes – this is a great place to connect deeply.

Create a weekly Zoom call. I recently learned that the amazing band Zepparella started a weekly Zoom call for their fans during the pandemic, and four years later, they still do it. Clem the drummer from the band told me that it has been one of the best things they have ever done because it showed the band how to bond with their ultimate superfans closely.

5. Practice Micro Coaching

With some practice, you can craft your own micro coaching plan. Here are three ways we can support you in building meaningful momentum using some of our proven methods. The focus is on accomplishing these tasks without feeling overwhelmed.

The goal is to find tools that support your music, not vice versa.

A Call to Reflect

We’re creators, not content machines. We didn’t get into music to game algorithms or make people angry. We got into it to move hearts, spark ideas, and unite people.

So maybe the question we need to ask ourselves isn’t just, “How do we market our music?” but also, “How do we stay true to who we are in the process?”

I believe the answer starts with focusing on just a handful of people. It’s not about going viral or reaching millions overnight—it’s about forming genuine connections with a few core fans who truly resonate with your music. These are the people who will champion your work, share it with their circles, and stay by your side for the long haul.

Instead of chasing the algorithm, imagine putting your energy into personally connecting with 10, 20, or 100 superfans. Send them a heartfelt email, reply to their comments, or invite them into a private space where you can interact meaningfully. Building authentic relationships doesn’t just feel better—it’s often the key to breaking through the noise.

The question is: Are you ready to focus on the few to impact the many?