The difference between being active on social media and actually building something

When you ask for social media advice, one of the biggest things you'll hear is "post more" or "post every day", but that isn't the solution that most people think it is.

I've seen artists post every day aimlessly and end up right back where they started because the only focused on upping the quantity and didn't care about what the actual content looked like.

It's a trap. Posting more feels like progress because it's more activity, but movement and momentum are two different things.

Let's get into it.

What "being active" looks like

Being active is the kind of social media presence most artists target: posting 5-7x per week, jumping on trends, and doing whatever they can to get another post in front of potential fans.

It's great, taps into the idea of "every post is an opportunity", but it's only the surface of a larger problem.

Constantly posting is a lot of work, and doing that work feels like actual progress is being made, but unless every post is playing its proper part in the larger picture of your artistry, that activity is only getting you so far.

The habit you've built here is great, but it's not the final step. Building something is.

What "building" looks like

Odds are building something with your artistry is what you're actually setting out to do, not just amp up how much content you're sharing with the world.

Building something comes from being strategic and intentional when it comes to social media, making sure that every post you share means something and works towards your goal, even if it means not posting every single day.

As an artist, you're better off posting 1-2x per week of something intentional than focusing on outputting something new every day and doing so aimlessly.

On the surface, it feels like you're doing less because it's less action, but in reality, you're doing more for your artistry.

Here's why: every post you make is a first touchpoint for a handful of people out there. If that touchpoint is the right representation of you and your brand, they know who they're following. But if that touchpoint is a random trend you hopped on or something that doesn't really represent your brand, you'll get an unfollow as quick as you got a follow.

Content is for exposure, but that exposure should be focused on exposing the audience to the world that your artistry lives in, not just some random idea you turned into content.

Ask yourself this: does your content point to something?

Turning activity into building

If you've focused more on putting out content just for the sake of showing up than for posting intentionally, then it's time to shift your focus onto the purpose of the posts.

Give posts a destination: if you have an email list, start coming up with ways to get people there so you can treat them more like fans.

Find something your artistry is focused on, what your values and your brand is and speak to that beyond the music.

Get creative and focused about how you showcase your music. Come up with something that both feels like you and is something you can repeat to connect your posts together.

Branch out from time to time, but find core pillars that work for you, and use those as the guide for all of our content.

And gut check every post with: does this post feel like me and my artistry?

If it does, fire away.

All in all

Activity doesn't equal progress. Motion doesn't equal momentum. And posting every day doesn't matter if the posts aren't working for you and your brand intentionally.

The more you post, the more people see, but that doesn't mean that the content itself doesn't matter. You want to get people in the door for the right reasons, not just to have them there.

The FREE Release Week Playbook maps out two full weeks of content around your single, so you’re not figuring it out as you go. Grab it here. Grab it now

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Artist Brand Intensive: Define your identity, clarify your creative direction, and build a foundation you can use right away. Learn more​ Social Brand Blueprint: Eight weeks to build your brand, content strategy, and posting workflow from the ground up. Learn more​