During a recent Social Media Escape Club video chat, Dan asked, “Is it okay to start posting on a new social media network?”.
At that moment, I said, “Sure – so long as you don’t four hours a day there, and you’re driving folks back to your website and email list.”
But then, while reading Rick Rubin’s ‘The Creative Act‘ I came across this:
“For any rules you accept… it would be worthwhile to try the opposite.”
Yes, an accepted “rule” would be to set up an account when there are a million people on a new social media platform.
So I’m suggesting now that it’s worthwhile to try the opposite.
Instead of trying to corral new fans in a new space, consider the people who are already following you or subscribed to your email list.
As an example, I’m always tempted to start a YouTube channel.
I started the process, but it’s a train wreck. I even uploaded my state ID to verify my identity just so I could include links in the description, but I’ve been denied.
Instead of fussing with that, I made a video for you 600+ wonderful people who subscribe to the Social Media Escape Club.
Instead of spending time making vertical clips for IG, Reels, and YouTube Shorts, I host a weekly video chat with people who read this newsletter.
Maybe you could connect with your fans via Discord or Zoom chats.
There are people right there in front of us who clicked follow, who signed up, who raised their hand and said, “I’m into what you’re doing.”
Instead of constantly chasing more, consider spending more effort and time with those who’ve already bought in.
Many of us in the creative world have a choice in how we tell people about our work.
It’s not just picking which platform to use but also how much time we devote to each. Do we make videos? Static images? Long captions or short?
And now, after years (for some of us a decade or more), we’re faced with the unique challenges of using (or even supporting) the platforms that are deemed so vital to our success.
This is why I changed the name of this newsletter to Social Media Escape Club – because people are being more intentional about how they use these platforms. Some people even consider not using them (gasp), like Robyn Hepburn Illustration said in our recent Zoom Club Meeting:
We’re not crazy for thinking there has to be a better way.
As I wrote last week, Bryan runs the As The Story Grows podcast with zero social media presence.
Softer Sounds podcast studio isn’t on social media.
I say all this as we’re barreling into the holiday season, where we’ll be drowning in marketing messages, commercials, and various media blasting in our faces.
The name of the game is interrupting everyone all the time, grabbing any bit of attention with ten thousand other bright lights and flashing messages.
BUT… in the middle of all that, it’s nice to get a call from an old friend, right?
A DM from someone you love hearing from—an email from someone you always have time for.
As artists, photographers, musicians, DJs, writers – that can be us, you know that, right?
Now, if you only show up every time you have something to sell, that’s not as endearing.
It’s hard to fall in love with mail-order catalogs.
It is far easier to have a pleasant exchange with the jovial mail-person who shows up daily with a smile and a bit of small talk.
Social media is about interruption, noise, and reaching only a fraction of your followers.
But with an easy pace of telling stories, showing up regularly, and earning the trust of your fans, you win the social media game of attention roulette by not playing.
Bryan Patton of As The Story Grows runs a successful podcast and deleted his social media accounts.
Bryan now has more time to work on his podcast – he’s doing 2-3 episodes per week now. That means 2-3 more times per week, a band or label or fan could post about the interview on their social media accounts, and someone could discover his podcast for the first time.
LESS TIME ON SOCIALS, MORE TIME FOR ACTION
I joined Twitter in 2006. I was one of the first 3,000 people to sign up for it. But I deleted my Twitter account this year, and now I have time to start hosting weekly Zoom calls with subscribers, which leads to better newsletter posts like this (I hope).
There are only so many hours in a day, so I use them in a way that gives me joy.
Here’s a few things you can do instead of spending hours a day doom-scrolling, or posting to socials for the “likes:”
Email/reply / DM a fan – delight a fan, give them a reason to talk about you with their friends
Work on your art – imagine 10+ extra hours a week honing your craft
Email key people – there are people out there who could help your project flourish (or replenish your soul) – find a mentor, a coach, or someone who’s been down this road already
IF YOU WANT A MAP, VISIT A GAS STATION
There’s no clear-cut way to get off social media and keep promoting your project, but there’s a direction you can travel.
I’d say you’re on that path if you’re reading Social Media Escape Club.
You can follow people like Cody Cook-Parrott who quit Instagram:
“I have had to completely unhook from the algorithm because I have never had lower social media engagement. I have 80K+ followers and often get 300 likes on a post.”
Listen to the Off The Grid Podcast, which is “for small business owners who want to leave social media without losing all their clients.”
Reach out to Bryan and ask him how he left social media, or email me (my email address is at the bottom of this post).
Businesses were built before social media. Bands released vital albums before hashtags. Art and photography existed before Instagram.
It’s scary stepping away from social media, I know. But it doesn’t have to be black and white – you don’t need to delete your social media accounts to be part of this club.
We’re all just trying to figure it out.
Here’s the second clip from Audience Republic, talking about the importance of welcome emails.
Writing this newsletter has been a solo endeavor for about two years, but I’ve switched that up in the past month by starting weekly Zoom hangouts to talk with subscribers about social media, online marketing, and (usually) cats.
I’ve walked away from those calls each week feeling stoked, and used our discussions as starting points for upcoming newsletters.
I do this because I can’t know all the answers, but we learn together.
In a recent video chat, Josh from Úzkost talked about playing a show in a mall.
Whether it’s something like Beth’s Introvert Drawing Club or Josh and his band Úzkost melting faces in a mall, the people in front of you provide the energy.
Do your best to find those people.
They might be in quiet cafes or calm Discord servers or… malls. I’ve met some fantastic people on Twitter earlier this year and by signing up for some online courses.
Maybe your people are waiting for you to carve a space for them.
From The Creative Shift by Dan Blank:
Back when I used to manage a bookstore and cafe in the 1990s, we would run multiple events each week. What would make a great event? 20 people attending. Even an event with 8 or 10 would be a success.
Imagine that your website is a place of refuge for your fans.
Your newsletter is a ray of sunshine for someone.
The magic you create helps someone get through bad times.HINDZ brings calm and peaceful vibes with his YouTube videos. He’s carved that niche for himself, and it’s beautiful.
Make a space for what you do with your website, with your newsletter – the essential online spaces that you can own and control.
Your website can be more than YouTube embeds and Bandsintown tour dates.
Your newsletter can be more than tour JPGs and BUY NOW buttons.
Trust me – your biggest fans will appreciate it.
We have to do marketing, I know.
But how are we fostering community around the things that we do? How does it affect change and expand culture? How do we foster a creative and vibrant space with our work?
Had a great talk with Rod Yates at Audience Republic email marketing.
The first clip is based on a post I wrote in my Social Media Escape Club newsletter, ‘Find out why you should stop promoting your social media accounts in your newsletters.’
Instead of being lonely content machines, we can do cool stuff with good people to help build a vibrant community of people around whatever we’re doing.
In a recent Social Media Escape Club hangout,
Beth Spencer discussed her method of collaborating with artists.
Beth’ Introvert Drawing Club welcomes a guest co-host, the community grows, and everyone has fun – it’s perfect!
This isn’t a “growth hack” or shortcut, though – this is work.
It’s getting away from the “follow me” game, and getting into the “let’s do cool stuff together” mindset.
Because cool people doing cool stuff together can lead to fun things.
For example, I met Laura Kidd earlier this year on Twitter. We connected over our shared appreciation of email lists and a disdain for social media (ironic, I know).
Laura suggested we do a video interview, so we set up our cameras and microphones and made it happen.
Laura shared what she’s learned as an independent artist and emphasized the significance of maintaining an email list. I talked about my experiences with newsletters and online music marketing.
This one interview led to my largest bump in subscribers in the two-year history of this newsletter (thank you, Laura).
Again, bring good people together, make fun stuff, and watch what happens.
Marisa Dabice of Mannequin Pussy talks with Karly Hartzman of Wednesday on the Talkhouse Podcast.
In this chat, these two friends talk about touring, and specifically about how unusual it can feel to perform—and how that can lead to actual tears on stage, not the most fun experience. They chat about the difference between Mannequin Pussy and Wednesday fans, and about the pressure to enjoy your success while it’s happening.
Fans of Mannequin Pussy are going to read that and find out all about Wednesday, and vice versa. See how that works?
Kathryn Calder (of The New Pornographers) talks about making music with Mark Andrew Hamilton (of Woodpigeon) as Frontperson:
What I love about writing together with Mark, is that he always has really interesting ideas, I really trust his taste, and he comes up with ideas I wouldn’t think of. I used to be a little bit more strict about what I wanted things to sound like, and Mark loves keeping the character of sounds, and something I’ve learned to embrace more from working with him is just because something isn’t exactly perfect, that doesn’t mean it needs to be redone. Sometimes the small imperfections are part of what makes something really special.
Dancer and musician Mikayla Geier dropped a short film to accompany her latest single.
She had help making this film from a director/cinematographer, someone scored it, someone else did the animation, and she had help writing it.
And while I don’t think anyone reading has aspirations of being the next Mr. Beast, I think it’s interesting to hear how obsessed he was about figuring out YouTube with a few like-minded people.
I’m not saying you need to Skype your pals from 7am to 10pm everyday, but a 30 minute Zoom call with a few people to “figure things out” couldn’t hurt (see below).
Bring good people together, make fun stuff, and let’s see what happens.
Artist Louise Stigell says, “just because other businesses (are super annoying, and sales-y, and in people’s face, and really eager) in your inbox does not mean that you have to behave that way.”
Many creative folks send boring emails.
It’s mullet marketing, and you have my permission to do way better.
“You can totally do email marketing in a way that is authentic to you, that feels genuine,” says Louise, “that doesn’t feel pushy. Or sleazy.
You can have your entire personality and your integrity intact and you can still make a living doing what you love – because that’s the point.”
We started creating art to break away from the norm. Yet, when trying to get the word out, we conform to what everybody else is doing.
The technology of algorithms, the labels, the gatekeepers, the publishers, the media – none of them can stop you from connecting directly with a fan today via a simple email.
Show up fully in your email marketing.
Make your website as wonderful and impactful as your art.
The opposite of boring and safe isn’t “sign up for TikTok and make dance videos.”
It’s showing up 100% as your true self, and giving fully who you are as an artist.
You’re tired of social media, but wondering if there’s life after the newsfeed. That’s exactly what we figure out here – together. 🏳️🌈🏳️⚧️
→ See our upcoming Zoom schedule
Email me: seth@socialmediaescape.club
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