Updated: Jan 8
It seems that everywhere you turn on the internet there’s an article addressing the negative aspects of social media. These same articles often simultaneously advocate for routine digital detoxes. However, the enormous number of social media users worldwide have deemed these platforms necessary for companies and brands to stay up to date and relevant. We’re not here to argue that toxic, vapid, or unnecessary content is nonexistent across social media platforms. But these platforms can be used for good, especially as they relate to the classical music industry. Depending on how savvy you are at navigating these platforms, your content could reach global proportions. For an art form that is undeniably struggling with its own identity in the 21st century, what better way for the classical music industry to promote its value and increase its following than through social media?
For one thing, social media provides effective and FREE marketing and promotion. While feeds are filled with influencers pushing products and services, companies and brands that post authentic and meaningful content will always prevail. Share your passion for the classical music industry with followers by showcasing experiences, past performances, and anything else you deem worthy to grace your profile. Share your expertise in certain areas and follow those who help educate and inspire you as well. Social media is also the perfect system to allow potential classical music lovers to feed their curiosity. Through these platforms, app users can learn more about the art form without having to invest in tickets to a live performance. The more a social media user is able to gain an understanding of classical music in a frugal and familiar way, the more likely that user will pursue live art forms and give their financial support. If used correctly, each social media platform has its own strengths. A knowledge of each one's strengths and weaknesses can help you reach your goals as a classical music brand. For example, Instagram is a great app for promoting visual content and short, concise videos. Try using this app for behind the scenes content, attention-grabbing quotes, and rehearsal clips. Facebook is better for posting full-length videos and creating written content, so try posting performance links, interesting articles, and reviews on this platform. While the primary strength of some platforms are obvious, such as YouTube and Twitter, others aren’t always used to their full potential. Pinterest, like Instagram, is largely visual but isn’t quite as popular. Therefore, this platform presents the perfect opportunity to link visually appealing classical music-related content, such as articles, artist websites, motivational quotes, and general performance inspiration. Pinterest has the advantage of directly linking images to a web address, making the transition between post and full content seamless.
Finally, social media has connected people from across the world in such a substantial way. Experiencing a large variety of content, from professional to personal, as well as having conversations with others in the classical music industry helps humanize the art form. Understanding the successes and struggles of those in this business help bridge the gap between the abstract idea and the beautiful, complicated reality. Classical music has something to offer for everyone. Consequently, the art form thrives when you expose all the aspects of a life spent dedicated to it.
Before you delete your social media apps from your phone for your next digital detox, try making these apps work for you in an authentic way. Of course everyone needs regular breaks from electronic devices, but that doesn’t mean that the few minutes you do decide to dedicate to social media need to be wasted time. Approach your social media usage from a place of love and appreciation for this art form. Spark conversations, fight for your artistic voice, and most importantly, share your passion.