Facebook recently changed its algorithm. Again.
This means Facebook will prioritize content from your friends, family, and groups and show you less content from businesses trying to sell you something.
First, this is no surprise. Facebook had already changed your newsfeed from chronological to this-is-really-what-you-should-see content.
Second, I’m sure we’ll see much more of this in the future. And not just from Facebook.
Since the social media giant bought Instagram, the photo-sharing app has slowly been mimicking Facebook’s algorithm. And even though Twitter is still chronological, they’ve started showing people an “In case you missed it” section.
And third, we DIY musicians shouldn’t be deterred by this. Things change. You have to adapt. Life moves on.
Here’s the thing: you’re business model as a musician should not rely on the way a social media platform operates. Your model should be able to flow with the times.
If and when Facebook, Instagram, and Twitter evolve their algorithms and as social media platforms come and go, you should be investing in one constant: email.
Email isn’t going anywhere. And email providers are not changing your inbox so you see the “more important” emails rather than allowing you to see them as they come in.
People use email for business and life, in general, to get things done, not for entertainment.
So email providers know there would be an outcry if they changed anything. They know people would jump ship and go to another email service.
This is why you should have an email list as a musician.
When I post something on Facebook, only a fraction of my followers actually see the post. But with email, I know everyone on everyone on my email list will at least see that I emailed them.
Plus, getting someone’s email address is a very special thing, meaning they’re probably more interested in your music than the average Facebook follower.
In the hierarchy or personal info people give out, it goes like this:
4. A like on social media
3. Email address
2. Phone number
1. Social security number
Obviously, I would never ask for someone’s SSN and probably never their phone number.
The point is, email is a big step into a person’s life from being connected on social media. Your email subscribers care more about your music and your success.
Whatever the case, if you’re an indie musician, you should be investing time in growing your email list.