One of many quickest rising methods I see artists gaining consideration right this moment shouldn’t be 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 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 undecided the place to start? Effectively, beneath you’ll discover 5 methods you may associate 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 attraction 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 might understand the endorsement to be extra genuine.
These smaller accounts are often simpler to associate with too. Nano-influencers will usually be completely happy to collaborate with you for the mutual advantage of getting in entrance of one another’s followers. Some will need to negotiate fee, with charges various on the kind of content material required. However these charges will fall nicely beneath what micro and mega influencers cost.
That’s why I recommend you begin with nano-influencers.
Of course, for those who 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 correct nano-influencers?
As a result of nano-influencers have smaller followings, their content material shouldn’t be at all times the primary to floor in topic-related searches.
So discovering the correct ones to advertise your music can take a bit extra analysis.
3 ways to seek 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 companies 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 a number of nice nano-influencers whose audiences share overlapping pursuits with your personal. What are your promo choices?
5 methods nano-influencers increase your music
1. Use your tracks of their Reels & TikToks
One of many quickest methods to do a collaboration is to seek out influencers who share an identical viewers to you (which implies your manufacturers and mission shall be aligned) and attain out telling them what you’re keen on about their account and asking if they’d be occupied with sharing your tune of their newest Reel. This immediately will get you in entrance of recent potential followers in a very natural means—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 associate 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 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 means you may associate with nano-influencers to actively interact each audiences on the identical time.
The texture of the reside 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 reside as a technique 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
Generally one of the simplest ways to get new followers isn’t via the music itself however via one thing (reminiscent of 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 sporting vivid and elaborate make-up. You may associate 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 for those who use a device that may seize viewers contact data).
4. Associate for in-person occasions
It doesn’t should all be digital!
You possibly can associate with an influencer to be part of their in-person occasion (reminiscent of 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 an effective way to seek out new followers.
Bear in mind, it’s all about desirous 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 should 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 corporations 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 form 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 might not know their model, however would certainly prefer it as soon as they did.
What might you do like that? Assume past simply music associated gadgets and dig deeper into your model id. Clothes is a simple place to start out, however what about issues like yoga mats or train tools or dietary supplements (if wellness is a part of your model)? What about candles for those who make New Age music or are extremely religious? What about bar glasses and equipment in case your model aligns with nights out and events?
Last ideas
We’ve seen essentially the most success with influencer placements once we take the time to seek 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 serious 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.
