As we know, music is scoring big on social media. And people are willing to pay for streaming.
Today’s guest post is from Russ Crupnik, Managing Partner of MusicWatch. [Aside: Evans on Marketing is proud to say Russ is a former student of mine at Hofstra University!! 🙂 ]
ALL of the material below is from MusicWatch.
Music Is Scoring Big on Social Media
Let’s look at how music is scoring big on social media.
A new study from MusicWatch highlighted the contribution of music to engagement on social media. In fact, 9 of 10 regular social media users partake in some music- or artist-related activity. For example, 51 percent use Twitter to follow or get updates from music artists and bands. Half of Instagram users view posts from artists and bands, or view their updates. Likewise, two-thirds of Snapchat users send or view photos and videos from live events. And these include music shows, concerts, and music festivals.
Together, social media and the music industry create a unique harmony. Thus, 63 percent of users say they discover new artists on social media. Almost 60 percent of social media users visit streaming services to listen to music after they see an update, tweet, or post. On Facebook, the most valued music activity is sharing links to music from streaming services, including playlists.
In sum, the data show that social media derive substantial benefit from the music industry. Music serves as a vital ingredient to the social conversation. The content stays fresh with constant new releases and tour announcements. And artists make a cultural contribution and serve as valued influencers. The sustained desire for news about favorite artists engenders engagement on the platforms. Musicians bring a credibility that is sometimes lacking in today’s social spheres.
Nearly half of Facebook’s daily users like a music artist or band on that platform. One of three Instagram users aged 13-34 listen to songs included in posts. At the same, over half of Snapchat users utilize music to drive engagement. They subscribe to artist feeds, use lyrics for captions or inclusion in mentions or hashtags. At Twitter, music can unlock the potential of Periscope.