It’s important to acknowledge that we are currently in a period of rapid change across social media platforms. Algorithms, formats, and audience behaviour are constantly evolving. While we can make suggestions based on current trends and platform recommendations, the reality is that there is no single formula that works for everyone.

What works well for one artist may not work for another. For this reason, it’s important to approach social media with a mindset of testing, learning, and experimenting until you find the style, tone, and content that feels authentic to you and resonates with your audience.

Social media should ultimately feel like a creative and engaging tool, not a rigid obligation. Think of it as a modern media channel that allows you to share your music, personality, and creative world with people everywhere.

We also believe strongly in quality over quantity, particularly during quieter periods between releases or tours. While posting regularly can be helpful during busy campaign moments, it’s completely okay to slow down during off-cycles. Those quieter periods can be a great opportunity to share more personal or behind-the-scenes moments—content that isn’t purely promotional, but instead gives audiences a genuine glimpse into your life as an artist.

Download our guide for more on what you need to know about Instagram, TikTok, YouTube and Spotify Clips.