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What Artists Need to Know When Creating a Social Media Calendar


Your fans want to connect with you, and you want to connect with them. You make music, the music resonates with fans, and then what? Maybe you start interacting with your fans on different social media platforms, but at what point do your interactions become strategic? Creating a social media calendar is a great way to stay organized, keep your online image organized, and grow your audience. Use these six tips to help you get your social media content organized.

1. Create Smart Content in Advance 

A social media calendar can save your life, especially if you’re really active on more than one platform. Use a calendar to help you get your content organized in advance. Keep in mind that just because you have a calendar, doesn’t mean spontaneous ideas can’t be worked into your schedule — that’s the beauty of social media, it doesn’t always have to be planned. But it will help you to have planned out days for when you’re not in the spontaneous mood. Something to remember: for any original content you release, think about ways to repurpose it. An example of this: if you’re launching a new music video, think about Instagram video clips, GIFs, teasers, and promo photos for Facebook and Twitter. Use footage outtakes, behind-the-scenes footage, and stills to help bring your fans closer to you and your work.

2. Know Your Audience 

Do you know who your fans are? It’s super important for you to know who is actually engaging with your content (and with your music, which the AWAL App helps you understand). You can figure this out in a few different ways. If you’re an AWAL member, the AWAL App will tell you specific fan demographics. You’ll be able to see exactly where your fans are, how often they’re listening, and when they listen most.

You can also get to know your audience by tracking their social media behavior. Try taking note of which posts they like or comment on the most. Check Twitter, Facebook, and Spotify analytics for trends. Read and respond to comments, no matter how short (or long) they may be. Ask questions. The content you share doesn’t always have to be about you or your music; it’s important to show that you’re listening to your fans too.

3. Share Relevant Content 

You’ll use each of your social media platforms in a different way. Here are a some very loose pointers on some of the main ones you’re likely to use:

General Tips:

  • Keep your image and personality in mind when you post.
  • Use direct messages to communicate with your fans. DMs are your friends.
  • Following your fans back is cool.
  • See below best practices and refer to them when re-purposing content for each platform.
  • Tag people and location, this helps with algorithmic reach.
  • No fake followers. It won’t help you in the long run.


  • Tweet or retweet roughly 3-5 times a day, with an hour or more between posts.
  • Good place to comment on news or current events.
  • Ask provocative questions, be the conversation starter.
  • Begin your Tweet with a “.” when you’re starting it with an “@” mention, if you want everyone to see it.
  • Use hashtags.
  • It’s okay to repurpose content here, since it can get lost quickly.


  • Post regularly (1-2 times a day).
  • Best posts: announcements and/or teasers.
  • Post visually strong photos and videos. For better reach, upload pictures with your updates rather than relying on auto-generated images from links.


  • Post regularly (1-2 times a day).
  • Share visually interesting personal content, adventures, and behind-the-scenes.
  • Use hashtags, check out trending ones.

4. Diversify and Test Post Types

Think about the day and time when you post. That’ll impact your planning. Keep track of how well your posts are performing, as this will help you figure out how they should be seen, and engaged with. Different types of posts include links, photos, videos, GIFs, questions, polls, statements, announcements, trivia, etc. Remember what type of media was included with the post.

Stay consistent with themes. They’ll help your followers know what to expect, and will help you grow a loyal following, that look to you for unique types of content. Explore hashtags like #tbt or themes like Music Release Friday. If you have other interests like food, art, or film, explore those themes on certain days. Use your calendar to create music and video playlists ahead of time.  

5. Identify Major Events

Talk about major events that your audience might relate to, like, SXSW, Coachella, sporting events, record releases from your fave artists, anticipated film releases, and celeb birthdays. This kind of content is easy to plan for. If you have an international audience, you might also want to note country-specific events and holidays, too.

6. Start Posting

Like, right now. What are you waiting for? Find a time that works to sit down and give your social media some love by developing a plan of attack and calendar to help you, even if it’s a small list. Social media is one of the most invaluable tools for building a worldwide fan base and sustainable music career.

The above tips should provide you with a clear path to a successful social media calendar strategy. If you want to start scheduling content on social platforms in advance, Sprout has some good resources, which you can find here.



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