VASJA VEBER

Genres vs. social channels. What should we focus on?

Should metal bands be on Facebook? Which genres dominate on Instagram? Is Twitter popular among Latin music fans? We have it all.

Facebook, Twitter, Instagram, YouTube and Spotify. These are the must-haves for most of the artists out there. You need to communicate with your fans, and you need to get your music out there. But focusing on a specific social channel is a matter of your main genre. We looked into the top 200 artists in each of our main genres, analyzed their follower growth on Facebook, Twitter, Instagram, YouTube and Spotify, and then compared it against the total number of followers they have on respective channels.

As expected, artists have the biggest following on Facebook, being the biggest social media network in the world. Shakira holds the world record in the total amount of Facebook likes, followed by Eminem and Rihanna. Adoption of different social media channels varies heavily between genres. Rock and metal bands seem to be following the trends much slower than the others, and this is clearly visible by looking at the fan distribution, where the total number of Facebook likes exceeds the number of followers on all other channels combined. The numbers are tilting heavily towards Facebook on all other analyzed genres too.

Is it safe to say that Facebook is still the social network? Absolutely not. Their content policies, targeted too aggressively towards profits, have been forcing artists to pay a lot of money in order to get their content in front of their fans. 

Apparently they went too far and triggered a major shift of focus towards other channels.

The metrics that really matter aren't totals - It's the recent growth, and that's why we looked into how many followers each genre got in the last 90 days. This is where it gets interesting.

If you're an aspiring musician, forget Facebook. Focus on your Instagram presence.

Pop artists from our sample got over 410 million new Instagram followers in 90 days, which is outrageous compared to a mere 121 million new ones on Facebook. The gap is also very significant with hip-hop and Latin musicians, whereas rock bands focus on Spotify. Viberate offers social media trend analysis free of charge, so you can easily track the follower growth in different periods for all artists in our database. Social media is far from being a free communication channel, so it's very important to identify which outlets are worth the hassle. It's safe to say Facebook isn't among them anymore.

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