One of many quickest rising methods I see artists gaining consideration at the moment is just not with Spotify playlists. It’s not with their very own video content material on TikTok or Instagram. And even adverts.
What’s serving to so many artists to develop their profession? Partnering with influencers.
Nano-influencers, to be particular.
Nano-influencer advertising and marketing can result in:
- Elevated visibility
- Extra followers and engagement
- An even bigger community of collaborators
- Model sponsorships or endorsements
- And extra
They don’t name them influencers for nothing!
Curious to work with nano-influencers, however unsure the place to start? Nicely, beneath you’ll discover 5 methods you may companion with nano-influencers to advertise your subsequent launch.
First although, some definitions.
What are nano-influencers?
Nano-influencers are social creators, artists, or personalities who’ve a small however devoted viewers between 1k and 10k followers.
These creators are sometimes simply beginning out, or they enchantment to very area of interest curiosity teams. They’ve but to succeed in “micro-influencer” standing, with 10k-100k followers, and are nonetheless distant from mega-influencer standing with a following within the tens of millions.
Due to their smaller viewers sizes although, nano-influencers can usually keep a extra direct reference to their followers. That’s a bonus for you if they offer your music a lift, shoutout, or placement. As a result of the viewers could understand the endorsement to be extra genuine.
These smaller accounts are often simpler to companion with too. Nano-influencers will usually be glad to collaborate with you for the mutual good thing about getting in entrance of one another’s followers. Some will need to negotiate cost, with charges various on the kind of content material required. However these charges will fall properly beneath what micro and mega influencers cost.
That’s why I counsel you begin with nano-influencers.
Of course, in case you come throughout an even bigger influencer that’s simply good for what you’re doing along with your music, go forward and shoot your shot. There’s no hurt in attempting!
How do you discover the precise nano-influencers?
As a result of nano-influencers have smaller followings, their content material is just not at all times the primary to floor in topic-related searches.
So discovering the precise ones to advertise your music can take a bit extra analysis.
3 ways to search out nano-influencers:
- Search platforms by hashtag, area, or different related standards to your marketing campaign targets
- Bookmark favourite content material that’s served to you algorithmically
- Discover businesses that handle influencers, or entry a listing of nano-influencers (Google is your buddy)
Then attain out! DMs are an okay place to start.
Now let’s assume you’ve recognized just a few nice nano-influencers whose audiences share overlapping pursuits with your personal. What are your promo choices?
5 methods nano-influencers enhance your music
1. Use your tracks of their Reels & TikToks
One of many quickest methods to do a collaboration is to search out influencers who share the same viewers to you (which implies your manufacturers and mission will likely be aligned) and attain out telling them what you like about their account and asking if they’d be concerned with sharing your tune of their newest Reel. This immediately will get you in entrance of latest potential followers in a extremely natural method—and it probably helps you develop your follows and streams!
You are able to do this by merely asking them to have it because the background music of a Reel they’d usually be creating anyway, or companion with an atmospheric account like we did with Cassie Fireman right here:
We partnered with an account with a really comparable viewers (although not music-related) and so they used one among her songs to create an inspirational publish that aligned with the tune’s message.
2. Host a joint livestream
Sure, lives are nonetheless a factor! Actually, in case your viewers (or the influencers) appears to reply rather well to lives, that is one other method you may companion with nano-influencers to actively interact each audiences on the identical time.
The texture of the stay will rely on the particular influencer, however you are able to do something from having them interview you (or vice versa) or a extra relaxed chat round a subject you’re each keen about (like a podcast).
Right here’s an instance we did for Cassie:
They used the stay as a approach to get in entrance of followers within the second, and garner some interplay and engagement for her account, then turned it right into a podcast! As a result of it was a livestream first, they had been additionally ready to make use of that to share clips afterwards, like we did above.
3. Run a giveaway to your followers
Generally one of the best ways to get new followers isn’t by way of the music itself however by way of one thing (akin to a product) you realize your followers will love. By partnering with a product-based or service-based influencer to supply your followers one thing free, you not solely are constructing your fanbase however you’re constructing your model.
For instance, say a part of your model is carrying vivid and elaborate make-up. You would possibly companion with an eyeshadow or lipstick model (one thing small, rising) to divulge to 5 followers. It additional cements that as a chunk of your model whereas serving to you get new followers (and new e mail subscribers in case you use a instrument that may seize viewers contact data).
4. Associate for in-person occasions
It doesn’t should all be digital!
You may companion with an influencer to be part of their in-person occasion (akin to internet hosting a workshop at their occasion) or provide you with your personal concepts. Like a songwriting workshop that options their yoga mats or attire, or water bottles.
The concept is to work with somebody who can assist you get in entrance of a brand new viewers that may like your music. Since we already know in particular person interactions are so highly effective, doing these in-person workshops is a good way to search out new followers.
Keep in mind, it’s all about fascinated with each your model and theirs and seeing the place they naturally align after which getting inventive!
5. Do product placements
Consider it or not you don’t should be well-known to get product placement offers. This may be finished on Instagram, TikTok, and even your music movies.
Once I was first beginning out, I used to have a weblog that did video interviews, and I partnered with totally different up-and-coming clothes firms to put on their shirts and jewellery in movies and point out and tag them on the video and social media.
I selected an edgy model that appealed to the sort of viewers that would really like the musicians I used to be interviewing, which introduced me new viewers. In flip, the clothes firm bought in entrance of my current viewers, who could not know their model, however would absolutely prefer it as soon as they did.
What may you do like that? Assume past simply music associated objects and dig deeper into your model identification. Clothes is a simple place to begin, however what about issues like yoga mats or train tools or dietary supplements (if wellness is a part of your model)? What about candles in case you make New Age music or are extremely religious? What about bar glasses and equipment in case your model aligns with nights out and events?
Remaining ideas
We’ve seen probably the most success with influencer placements once we take the time to search out extremely focused and aligned companions. Don’t fear about having to succeed in out to tons of of influencers—you solely want 5-10 very particular, highly-personalized influencers to take curiosity earlier than you’ll begin to see a significant shift in your followers and engagement.
Angela Tyler is the founding father of MP Co. (previously Muddy Paw PR) and has secured placements on Forbes, Enterprise Insider, American Songwriter, Lead Singer Syndrome, & extra. She loves dessert, her rescue canine Sawyer, and new concepts.
