How to Not Annoy People on Social Media When Promoting Your Band’s Shit

Last week I posted in my Facebook group asking my awesome community if they ever felt like they were annoying people by promoting their band on social media.

Overwhelmingly the answer was YES.

They were concerned they were spamming people and knew that promoting themselves was essential but basically felt awkward about it.


Step 1. Think about the algorithms.

Only 2-10% of the posts from your band page will be seen by your audience. This number is higher the less followers you have and lower the more followers you have.

Therefore you have to ensure you’re posting regularly in order for your posts to be seen. The fact that people have already liked your band’s page means they’re interested in your shit so YOU ARE NOT ANNOYING THEM.

Step 2. It Takes 7 Touches

It takes 7 ‘touches’ (the non-creepy kind) for your audience to absorb and take action on the info you’re trying to share.

In the case of promoting a show, it will take people to see the info about the show 7 times before they’ll decide if they’re going or not. This could be in the event invite, posts on your band’s page, your personal pages, from media etc.

This is why good band flyers are so important. It links the info coming from different directions and gives a cohesiveness to everything that bodes strongly when thinking about the 7 touch points.

Therefore, YOU ARE NOT ANNOYING THEM, you simply have a consistent and effective marketing strategy.

Update: Marketing experts are actually saying now that in the age of social media and short attention spans, it’s more like THIRTY-TWO touches! Wow!

Step 3. Don’t be selfish

I can’t tell you how many times I’ve heard of bands I know/like playing shows in my hometown the day AFTER the gig.

Sure, bands are happy to share cool live shots of themselves after the fact, but they feel guilty about promoting the show and “spamming” people before the day.

The thing is, I would have actually loved to go to those shows and maybe I was sent an event invite. Maybe I saw a post as I was scrolling through IG. But notifications get missed and information is forgotten as soon as it comes into our minds sometimes.

By worrying about what Becky from high school is going to think of you if you start promoting your gigs a little more, you’re actually doing a massive disservice not only to yourselves, but the people that actually DO want to come to your gigs!


Step 4. Be unapologetic.

At the end of the day, some people might winge or unfriend you because they find your posts annoying or spammy. However the reality is:

  1. They’re probs not going to say anything bad to your face – so who cares?
  2. They’re not your target audience – so who cares?
  3. If they do say something to your face – how weird because like, who honestly cares that much?
  4. No one is probably going to say anything because they haven’t seen the majority of your posts due to the algorithms and also if they do see your post they’re more likely going to think, ‘yeah cool.’ Then attend or not attend – who fucking CARES!

You are not living your life to please anyone else except yourself. What people think of you is none of your business. You can’t allow the imagined opinions of an irrelevant third party to dictate how you go about your life.

Ask yourself, ‘What would my idols do in the exact situation?’

Who do I need to become internally to be unapologetic about your vision and goals?

You see, this is not a strategy issue at all.

It’s a mindset and confidence thing. But the good news is, this is something you can work on.

Bonus: Situations where you might be annoying

  1. Adding people you don’t know on Facebook then immediately inviting them to like your band’s page. This is not a good tactic because you’re trying to sell to a ‘cold’ audience. You don’t have a rapport with them yet and therefore the success rates are low. Also you’re probably doing more harm than good.
  2. You’re posting on your personal Facebook page more than once a day about the same thing, about something negative or about something that is irrelevant and not adding any value to your network.
  3. By repeatedly asking someone to come to your shows when you’ve never once gone to their shows.
  4. By creating a group message with a group of 20+ people that don’t know each other with the purpose of promoting your shows. F*ck I hate this one.

In conclusion my beautiful musical friends, unless you’re doing one of the above, you are NOT annoying people or being spammy because due to the algorithms it’s virtually impossible.

It’s your DUTY and part of the job description to promote your band’s gigs and releases if you want to be successful because no one is going to do it for you.

In fact, if you are unwilling to do everything it takes to tell people what you/your band has going on, unfortunately music will only ever be a hobby for you.

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