Interview: How to integrate Snapchat into your artist's social media strategy

Written by Hatti Rex

In a climate that is saturated with free social content, how can you be sure that you’re making the right moves? The first thing to consider is the type of audience you’re trying to target: after all, there’s no point trying to fish for koi carp when you’re after a starfish.

So, if your artist is trying to reach out to Gen Z, it’s safe to say that you’ll need to be making waves in the right ponds. Everyone knows Instagram and TikTok has exploded in popularity, but have you considered reinstalling Snapchat to promote your artist’s music? 

'More than 180M people interact with AR every day on Snapchat'

Young people are turning to non Facebook-owned platforms to communicate and it’s reported that around 60% of Snapchat’s users are 13 to 24 years old, with over 229 million active daily users

Artists already integrated onto the platform include Ed Sheeran, DJ Khaled, Dua Lipa, Little Mix, Rihanna, Miley Cyrus, this mega-list of rappers, and more, who often use the site to tease new releases through behind-the-scenes material in a way that feels authentic and more like speaking to fans as you would your friends. 

Here are some of the best ways to further use Snapchat as an artist:

  • Cross-promotion: the incentive to see sneak-peeks on Snapchat means that there’s the chance to cross-promote whilst teasing exclusive content on the app. While this will reach those who may not be on other platforms in the process, your Gen Z audience will feel more in-the-know about what’s going on with your artist.
  • Interactive lenses: In-app augmented reality effects are one of the most exciting ways to organically market your artist’s brand identity. Although Instagram and Facebook now also have the option to experiment with AR lenses, Snapchat also has the ability to experiment with physical landmarkers, too.
  • Platform specific goals: If your goal is to increase awareness of your artist or to drive more traffic to their website or music video then the extra ad links, paid advertisements, and story links will definitely help. Each business account can see how posts perform using the Snapchat Insights page, allowing you to easily see how effective your strategy is doing.

Not really sure where to start? We spoke directly to Tobi Ruth Adebekun, International Communications Manager at Snapchat to find out how your artist could use these ideas to get the most from using Snapchat alongside their campaigns.

“Snapchat is a great way to form a deeper connection with fans and post Snaps to their Story to show a more authentic side to their life outside of music releases,” Tobi agrees. “The primary goal of any music launch is exposure and Snap is a place for that to happen.” As the app is a place for conversations to start, the team is keen to help Snapchatters spark talk around music.

For artists themselves, the best way to market themselves could be just to get their name out there in the first place. “We recently rolled out Sounds on Snapchat,” Tobi explains. “Which allows our community to add music to their Snaps (pre or post-capture) from a robust and curated catalogue of music from emerging and established artists, or record their own Sounds.”

“We have multi-year agreements with major and independent publishers and labels, including Warner Music Group (which includes their labels), Merlin (which includes their independent label members), NMPA, Universal Music Publishing Group, Warner Chappell Music, Kobalt, and BMG Music Publishing.” 

AR Filters

From a visual perspective, the strongest way to promote yourself is through a lens. Creating and uploading a Lens is free in Lens Studio, and with more than 180M people interacting with AR every day on Snapchat including 90% of the Gen Z population in key markets like the US, France, and the UK, it’s definitely something to consider. “Music Lenses are also available in the Music section of Lens Explorer,” Tobi explains “which features Lenses created by artists, labels and Snap.”

“Seeing a music Lens in a friend’s Story or via direct Snap or even just while scrolling through the Lens carousel, equates to frequency and repetition, which is of huge value for labels” Tobi explains the benefits of these interactive features. “Just like with radio. But radio isn’t visual and our Lens product is unlike any other marketing tool that offers an organic connection to music.” 

If making your own Snapchat lens is something you feel like you could outsource, feel free to put out a brief on Creative Commission. Our website has access to the portfolios of many experienced augmented reality artists who can help build something unique in-line with your artist’s vision, benefiting both the reach and results of your next campaign.