2020 was one of the hardest years any of us have ever had to go through. It was filled with tragedy and loss and isolation. That being said, it was like any other year in the sense that there were new marketing trends for the music industry. In this blog post, we will map out some music marketing predictions for 2021. Let’s hope it doesn’t suck as much as 2020 did!
Music Marketing Predictions for Social Media Trends
Director of Social Media & Design
1) Instagram Reels Will Become More Popular But Won’t Overpower TikTok
Instagram Reels is a direct competitor for TikTok. Although I do see Instagram Reels growing a lot in usage (I even used it more than I thought I would at the end of this year!) I think the market has greatly underestimated the feeling of positivity and community TikTok offers as compared to Instagram’s MO – which is to pin everyone against each other and compete/compare. But that’s just my two cents 😉
2) Cross-posting Content Is BACK
Content from other platforms like Twitter and TikTok will become big trends on cross-posting to Instagram in the next year. I highly concur with this one! There are already thousands of accounts dedicated to just re-posting viral Tweets and TikToks.
Music Marketing Predictions for Artist Development & Branding
Vice President, Branding Specialist
1) Investing in Ads
In 2021, advertising will become even more lucrative than it was before, since there will be a full 4 quarter cycle of popular online and social media use for EVERYONE. So, if you’re an artist who was never interested in investing (even a small budget) in ads, you should think about researching and reading up on Ads for social media for your next release or merchandise announcement.
2) Creative Video Content
Since we all didn’t have the budget for a Netflix crew to follow us around on our last tour like Taylor Swift, Ariana Grande, and Shawn Mendes did, artists should still be thinking of creating behind the scenes video content for Youtube and other social media platforms. In the upcoming year, try creating vlogs, studio diaries, or “The Making Of” content to capture you/ your band in the middle of your craft.
Music Marketing Predictions for Media Advertising
Ad Strategy & Social Media Manager
1) Video Ads Are Key!
Videos have long been a favorite on social media. It should come as no surprise that Facebook & Instagram videos will continue to feature among brands top marketing strategies.
Based on our ad reports from 2019-2020, Ads that run as videos instead of static images have shown to perform up to 60% higher when it comes to click throughs.
This is especially important information for musicians and artists looking to increase Spotify & youtube traffic. Using a short clip of a music video or performance can really help give those numbers the boost you are looking for.
With our Spotify streaming ads, 15 second clips of a music video as an Instagram story ad seem to be the way to go in late 2020 and I only predict a rise in results.
If you’re thinking about jumping into the video content world, then keep this in mind: out of all video lengths, those between 65 seconds and five minutes perform the best as posts. Don’t forget to utilize IG TV for those longer videos on instagram!
2) The Return of the Chatbot
Quick & Easy seems to be the new standard for online businesses. That includes not just product delivery but also their communication with businesses.
The chatbot industry has been thriving and will continue to do so. The latest statistics show that the chatbot market size is forecast to grow from $2.6 billion in 2019 to $9.4 billion by 2024 (BusinessInsider, 2020).
In 2021 Expect more businesses to adopt the chatbot, Not only on facebook but also on websites.
An astounding 20 billion messages are sent between consumers and businesses every single month on Messenger, making it one of the most popular business communication channels.
Facebook has rapidly been improving what you can do with messenger. There are so many options now that allow you to directly funnel consumers to your products, songs or content. If you aren’t set up on messenger yet, jump on it asap!
Music Marketing Predictions for Content Trends
PR Team Member
We’ve already seen this uptick as the end of 2020 rolled around. As artists have been unable to perform, they’ve sought ways to expand their audience and put new music out: and doubling your audience through a single release is the perfect way to do so.
2) Instagram Reels Instead of TikTok
Short-form videos are already a HUGE part of most social media marketing plans. I predict a possible decline in TikTok usage – as 2020 over-saturated the market. There is also an unreliable young population who might leave the app as hype dies down and real-life experiences open back up.
Music Marketing Predictions for Social Media & Live Music
Cyber PR Intern
1) Instagram Reels Will Compete With TikTok
Since TikTok has blown up, people love how easy it is to create videos and add creative twists to them. However, TikTok is mostly popular amongst millennials and Gen-Zers, so Instagram’s newest “Reels” feature is one that the older demographic would probably be interested in. Since users probably already have an Instagram account, they won’t have to download a separate app like TikTok to create their videos.
2) Drive-In Concerts
We all miss concerts. Whether they be at stadiums or dive bars, there’s nothing like physically being in front of your favorite band and listening to them play for you. Despite the pandemic and its repercussions, bands have been able to get creative and safely perform socially distant drive-in shows. I believe that in 2021 there will be many more shows like this, especially in the warmer months.
Music Marketing Predictions for Engagement & Live Music
1) Real connections will trump all the Instagram filters you can test
2) Live Music will come screaming back! AND Streaming is here to stay!
Music Marketing Predictions for Live Streaming & Releasing Music
Marketing Plan Writer
1. Livestreams Will Need To Get More Interesting
2. Music Will Be Released Less Frequently
Music Marketing Predictions for Songwriting & Music Venues
Artist Bio Writer
1. Songwriters Will Become Their Own Producers
2. Live Music Won’t Come Back Just Yet
Music Marketing Predictions for Songwriting & Music Venues
Indie On The Move
1. Outdoor Gigging
2. New Music!
We hope you have an amazing fresh start for 2021 – and if you want more tips and tricks for the new year, check out Ariel’s latest book Ultimate Guide to Music Publicity!