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
- A much 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 undecided the place to start? Effectively, beneath you’ll discover 5 methods you’ll be able to accomplice 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 achieve “micro-influencer” standing, with 10k-100k followers, and are nonetheless far-off 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 provide 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 normally simpler to accomplice 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 wish to negotiate cost, with charges various on the kind of content material required. However these charges will fall effectively beneath what micro and mega influencers cost.
That’s why I recommend you begin with nano-influencers.
Of course, if you happen to come throughout a much 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 making an attempt!
How do you discover the fitting nano-influencers?
As a result of nano-influencers have smaller followings, their content material is just not all the time the primary to floor in topic-related searches.
So discovering the fitting 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 on your marketing campaign objectives
- Bookmark favourite content material that’s served to you algorithmically
- Discover businesses that handle influencers, or entry an inventory 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 an analogous viewers to you (which implies your manufacturers and mission might be aligned) and attain out telling them what you like about their account and asking if they might be considering sharing your tune of their newest Reel. This immediately will get you in entrance of latest potential followers in a very natural method—and it doubtlessly 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 accomplice 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) they usually used one in all her songs to create an inspirational put up that aligned with the tune’s message.
2. Host a joint livestream
Sure, lives are nonetheless a factor! In reality, in case your viewers (or the influencers) appears to reply rather well to lives, that is one other method you’ll be able to accomplice with nano-influencers to actively have interaction each audiences on the similar time.
The texture of the dwell will rely upon the precise 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 obsessed with (like a podcast).
Right here’s an instance we did for Cassie:
They used the dwell as a option 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 have been additionally in a position to make use of that to share clips afterwards, like we did above.
3. Run a giveaway on your followers
Typically one of the best ways to get new followers isn’t by means of the music itself however by means of one thing (akin to a product) you understand 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 accomplice with an eyeshadow or lipstick model (one thing small, rising) to disclose to 5 followers. It additional cements that as a bit of your model whereas serving to you get new followers (and new e mail subscribers if you happen to use a software that may seize viewers contact data).
4. Associate for in-person occasions
It doesn’t must all be digital!
You may accomplice with an influencer to be part of their in-person occasion (akin to internet hosting a workshop at their occasion) or give you your personal concepts. Like a songwriting workshop that options their yoga mats or attire, or water bottles.
The thought is to work with somebody who might help you get in entrance of a brand new viewers that can like your music. Since we already know in individual interactions are so highly effective, doing these in-person workshops is a good way to search out new followers.
Bear in mind, it’s all about excited about each your model and theirs and seeing the place they naturally align after which getting artistic!
5. Do product placements
Imagine it or not you don’t must be well-known to get product placement offers. This may be carried out 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 completely 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 type of viewers that would really like the musicians I used to be interviewing, which introduced me new viewers. In flip, the clothes firm acquired in entrance of my current viewers, who could not know their model, however would absolutely prefer it as soon as they did.
What might you do like that? Suppose past simply music associated gadgets and dig deeper into your model identification. Clothes is a straightforward 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 if you happen to make New Age music or are extremely non secular? What about bar glasses and equipment in case your model aligns with nights out and events?
Last ideas
We’ve seen probably the most success with influencer placements after we take the time to search out extremely focused and aligned companions. Don’t fear about having to achieve 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.
