Advertisement In Social Media: “Like” vs “Share”

During the Internet era, musicians have been blessed with the opportunity to upload and promote their original content through the endless communication channels available on the web. The times where only big and specialized companies could promote the content to the masses are a thing of the past; but as easy as it might be to upload your next “single” on Spotify and then quickly Share its release on Facebook for your friends to see it, it is easy to lose the post under the oceans of other posts being advertised online at the same time, often through the same media outlets.

Realizing how difficult it is to promote a plain and common post to make it big and stand out on social media platforms, many musicians have even decided to go the extra mile and make use of the platforms’ paid advertisement services to increase the audience outreach of their project’s post. And this is not a sin for anyone’s career by any means: who wouldn’t want to promote a project in front of hundreds of thousands rather than their limited list of “Friends”? Also, most importantly, these advertisement services call the attention of many as they represent an information center for all the data that is being tracked and collected out from the audiences being contacted during the process.

Photo by Carlos Muza

Even though it might be a pretty logical step for a musician’s career to get into these services in order to increase audience attention and get some precious information, advertisement data is not being understood the way it should to benefit musicians: users are more concerned about the thousands “Likes” than the hundreds of “Shares”, and while many see the “Like” count as the valid and important source of audience information, it is the “Share” count that should really matter for someone that is trying to promote a project through social media platforms.

It is important to understand here, that any form of online advertisement is a task that should be planned to be conjunctly promoted with the help of the virtual audience. When someone is planning to get a post in front of others to advertise any kind of project, that person should know that the post will probably get lost in someone else’s feed if there is not direct interaction with it. Different from a single “Like”, that does not affect the post and keeps it static, whenever someone decides to “Share” the post, that person is actively promoting its content, its also recommending it online, and moving it from user to user. So in other words, any post should be planned to be so compelling, so well structured and clear, that audiences who see it decide to “Share” it with their friends and family.

Photo by rawpixel

Sharing will not only help the post be afloat and be visible to many others but it will also “shift the burden of promotion”: this happens when, for example, the fans and followers of a band start to advertise the new album by themselves talking about it to their closest social connections. This will cause a bigger and, most importantly, more intimate spread of information through the web. Promotion is all about making people tell others about a product or service to increase its popularity, or a concept called Net Promoter Score: how likely a customer is willing to tell a friend about a product or service. And the bigger the Net Promoter Score, the better and more effectively information will be transferred and promoted throughout the Internet.

So from now on, take the energy and time to create compelling and striking ads/posts. From now on, make an effort to research the target audience and find what makes them “Share” a post to their close ones. And most importantly, pay attention to the “Share” count and make it the number one priority online.

If you would like to know more about advertising your music and having a relevant online presence on Social Media, join Stereotheque to talk to artists and industry professionals.