How to use Instagram to Promote Music

Why Instagram

With over 1 Billion users, Instagram is one of the most popular social networks in the world. Only Facebook and YouTube have more users than Instagram.

Instagram has a younger audience than Facebook, with over 70% of teens in the US logging in everyday. Where the average Facebook user tends to be in their late 20s/early 30s.

Compare those numbers with the average time spent on music streaming services across age groups. Users aged 16 to 24 spend an average of 97 minutes daily streaming music, more than any other age group.

There’s an exact overlap of users who listen to music streaming services and Instagram users.

No matter who your fans are, they’re most likely on instagram, and instagram users love to follow artists.

Not only that, it’s also the perfect platform for connecting with your fans because Instagram has the highest engagement rate of all social networks.

That means you’re able to get more organic reach, post likes and comments on Instagram, than any other social network.


Instagram Business Account

If you’re an artist, you need to be using an Instagram Business Account.

The reasons for using Instagram as an artist are very different than the reasons for a personal profile. An artist uses Instagram to help grow their audience, get more exposure and build a relationship with their fans.

Switching to a business account means you’ll get access to Instagram Insights, which provides data around how your account and posts perform.

The statistics help provide some insight around what kinds of posts get the most engagement from your audience. Impressions, reach, profile views and website clicks are all valuable stats when running a marketing campaign.

You can use these numbers to help understand what works and what doesn’t on Instagram. So you can start to see how to build a following and increase engagement.

Once you understand what kind of posts are working, you can implement a rinse-and-repeat strategy around what type of content to post.

Instagram Insights also provide stats around the demographics interacting with your content. Things like gender, ages, cities and countries, so you can get an idea of the kinds of people who are taking an interest in you and where they are.

This kind of demographic info can help you plan the cities you visit on your next tour, for example. Knowing where your fans are on Instagram can help influence a predictable turnout when you play shows.


Swipe Up

The most important feature you’ll get access to with a business account is the Swipe Up link.

The one annoyance with Instagram as a marketer, is they don’t allow links in the photo caption. You can enter the link within your caption but once that photo is posted, the link will just appear as text and isn’t clickable. Followers could manually copy the address into a browser, but realistically, no one does that.

Adding a “swipe-up” link to your Instagram Stories will help you drive traffic to your website. This is a perfect way for you to get followers directly from the app to your website.

You do need 10,000 followers before Instagram gives you access to the Swipe Up feature.

I teach how to grow a following with instagram as an artist, and how to use the Swipe Up feature to gain more music streams and merchandise sales in my music marketing class.


How to Change to a Business Account

  1. Go to your profile and tap the menu icon
  2. Tap the settings gear icon
  3. Tap “Switch to Business Profile”
  4. You can connect your account to your Facebook page, but it’s not required. Only one Facebook page can be connected to your Instagram business account.
  5. Tap “Done”



Instagram is one of the most popular social networks in the world, especially among users ages 16-25. This same age group averages more time streaming music than any other.

Instagram users love to follow artists, so it’s the perfect platform for engaging with your fans.

With an Instagram business account, you’ll get access to insights and statistics which can help you better understand who’s engaging with your content on Instagram.

You can use the statistics to understand what kinds of posts are working on instagram. Then you can create more of the same kind of content to gain more engagement.

Once you gain 10,000 followers on Instagram, you’ll be able to access the Swipe Up feature.

Swipe Up allows you to link out of Instagram to your website and music on streaming services.

For a musician, social media is a must have component of your digital marketing strategy. Facebook & Instagram are a powerful place for musicians.

In my Music Marketing class you’ll learn about the best practices in using social media to build a relationship with your fans.

– Richie

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