February 22, 2016

Why Snapchat is a major marketing opportunity in the music industry

This is a guest post from Alison Perdue.

Whether or not you like it, whether or not you are willing to accept it, and whether or not you

have even figured out how to properly use Twitter and Facebook yet, Snapchat is a quickly

evolving social app that is a growing marketing opportunity for the music industry in 2016. But

what makes Snapchat different from the long list of existing apps that artists already use to keep

track with fans?

It is a platform that offers a friendlier, more intimate, personal, and direct

relationship with fans that is not possible on other platforms. Ultimately, due to its unique

opportunities, it has the potential to generate more “word of mouth” and increase the number of

people that develop into devoted and dedicated long-term fans. Whether you are a musician or

involved in the business side of the industry, it is a platform on which you MUST be a part of in

order to effectively market in 2016… and here’s why.

1. It adds to the overall experience

Snapchat is an additional way to create a closer and intimate relationship with fans through a

more exclusive and fun platform. The app allows for the sharing of more personal posts, and

creates a one-on-one opportunity to interact with people without disruptions. Since the

content shared is generally more personal and “behind the scenes”, it creates the opportunity

for fans to feel more included in the careers and lives of their favourite artists. Additionally,

it is an opportunity to humanize artist brands and emphasize their overall beliefs, goals, and


What do to: Artists can use this platform to enhance the overall fan experience by posting

teasers of upcoming announcements and releases, exclusive content such as in recording

studios, backstage, and every day events. They should also increase the experience further by

responding to fans snapchats. This form of interaction is unique from that on other social

sites because Snapchat is thought of as being an app for close friends, which creates a feeling

of friendship with the celebrity from whom they receive a Snapchat in return.

2. You have 100% of the consumer's attention 

Snapchat posts “self- destruct” after 24 hours, meaning that their content is more valuable,

and consumers are more willing to pay attention to it. When a fan opens a Snapchat, they are

100% attentive to the images and videos that an artist or industry professional is sharing with

them as there are no factors to distract them. This alone makes the app extremely valuable

and unique, especially when comparing it to other social platforms including Twitter and

Instagram where individuals spend the majority of their time scrolling past posts without

completely absorbing their content. With hundreds of new posts on someone’s feed, its easy

for fans to miss important posts.

3. It hasn’t been ruined yet

When I say ruined, I am referring to two things. Firstly, by parents (sorry mom and dad).

When Facebook began being used by parents, teenagers scrambled to find a new social

platform to interact on, which then led to Twitter. Now, with even my grandmother having a

Facebook account, it is safe to say that it is no longer my go-to platform, and Snapchat is

already a preferred form on which the majority of target audiences spend most of their time.

Secondly, since Snapchat is still a fairly new app, the concept of using it as a marketing tool

has only recently become popular among businesses, meaning that consumers are still willing

to add artists and industry professionals on the app. Unlike other social platforms, there is no

external search option available, meaning that in order to interact with people, they must be

added by username. Due to the exclusivity of contacts that people add on Snapchat, they are

currently less likely to have promotional content being pushed at them, making them more

likely to open posts which is an opportunity that will only diminish as the apps potential

becomes more evident.

What to do: If you don’t already have one, make a Snapchat account, and if you do have one,

start promoting it to fans as soon as possible while its marketing opportunities are still in

their prime.

Tip: Try and keep your branding consistent by using the same username on Snapchat that you

are using on other social platforms. Since there is no external search bar or opportunity to

view someone’s profile before adding them, its important that fans are confident that they are

adding the right person, and not a creepy impersonator. Keep the username short and simple.

4. It is where the target audience is spending their time

If you are a musician, the fans that Snapchat appeals most to are those that spend more time

engaging with their favourite artists online, purchasing albums, attending concerts. With over

one- hundred million daily active users, 71% of which are under the age of twenty-five, (DMR,

By the Numbers: 60 Amazing Snapchat Statistics), it is clear that Snapchat is the platform on

which the majority of target audiences are spending their time. However, similar to other social

platforms, people will soon move to another, which makes it extremely important to take

advantage of its incredible marketing opportunities as soon as possible.

Tip: In order to maximize its potential, use Snapchat daily, and post a collection of several

images and pictures a day. However, do not make Snapchat marketing feel like marketing; focus

on posting 80% exclusive, behind the scenes, and valuable content that fans will enjoy, while

only using 20% of posts to promote releases and announcements. Additionally, determine the

length of posts that appeal post to fans before they stop watching your story. With the ability to

see who has viewed your story, it also provides the opportunity to determine after how many

seconds of content that people stop watching, and when you should probably stop posting.

Typically, stories shouldn’t accumulate to being over a few minutes long, or else they will

quickly lose their value and fans will be less willing to invest time to watch them.

Snapchat is an extremely valuable platform on which anyone involved in the music industry

must be apart of in order to effectively reach target audiences, promote content, create a more

exclusive and intimate relationship with fans, and contribute to the overall experience that is

offered to them. Despite being categorized as an app exclusively for teenagers and one that most

business people do not recognize the benefits of, it is the future of marketing, and those who

“don’t get it” will be left behind. Whatever level of success that you are currently at, make an

account, google how to properly use it, and take advantage of its current potential.

See you there. @alisonperdue

Alison Perdue is a seventeen-year-old student, living in Toronto.  She has a powerful passion for 

music and is taking every opportunity to learn as much as she can about the industry.  She has 

studied music management at the Berklee College of Music in Boston and has attended music 

industry events such as Canadian Music Week in Toronto, the Billboard Touring Conference in New 

York, and the Ultimate Seminar in London, UK. 

Alison wants to use her passion of the music industry to help bands grow their careers by providing 

them with information regarding music promotion, building a dedicated fan base, and effectively 

using social media in 2016. 

Twitter/ instagram @alisonperdue.
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