Artists & Musicians Hit Hardest in Facebook Engagement Plunge
After the implosion of Myspace, Facebook became an essential tool for musicians, for better or worse. What started out to be a simple way to stay connected with fans turned out to be a pay-to-play forum and a popularity contest. Paid-for “likes” and sponsored posts compounded the confusion on how to best approach and utilize the platform, and eroded the organic nature of the music sharing experience. But Facebook was the only game in town—not nearly as good as MySpace for music, but better than nothing—and so everyone was forced to play, with many spending thousands of dollars on promotion through the format to get recognized.
Now amid Russian bot scandals, fake news issues, and privacy data controversies, for the first time since its inception, Facebook is suffering from slowing growth, and users spending less time on the format, including some deleting their accounts altogether. But most harmful to the music and arts realm are the recent updates to the Facebook algorithm that have diminished the presence of posts from “like” pages in the news feeds of users.
The downgrading of “like” pages has become a big problem for many, including businesses and brands, news and entertainment publishers, sports and entertainment personalities, and nonprofit entities. Everyone has suffered from the new algorithm tweaks, but nobody has been affected more than music artists and other creative types according to new research. Now that Facebook emphasizes personal interactions between friends as a priority, posts from artists and bands receive 70.6% less engagement than before the algorithm changes—more than any other group. Clothing and retail brands have only seen a dip of about 50% under the new algorithm, while TV shows and public figures have seen a drop of about 60%. These are the findings by Buffer, who analyzed some 43 million Facebook posts.
There is more bad news for artists, and for Facebook in general. Total interactions on the format have fallen from 29 billion in Q1 of 2017, to just under 13 billion in Q2 of 2018, meaning the format is contracting at an alarming rate. Also video posts are taking a hit—a key tool for many musicians. Though engagement for all media is down, it’s down disproportionately for videos compared to still images. And while engagement is decreasing on Facebook “like” pages, competition is increasing. With new pages coming online every day, and those pages having to resort to posting more to attempt to make up for lost engagement, total posts have gone from 6.5 million per quarter in Q1 of 2017, to 8.1 million posts in Q2 of 2018.
For some artists who only use social media sparingly such as Sturgill Simpson and Eric Church, the effects of the new algorithm changes may be minimal or inconsequential. For artists whose strategies have relied significantly or solely on Facebook, they’re dealing with more serious implications. Thousands of likes and much money spent on Facebook promotion is it not completely worthless, but it is significantly diminished, with the price it costs to reach the same amount of people as it did two years ago nearly doubling.
Even more scary for artists and bands who’ve relied significantly on Facebook is if the entire format implodes, similar to what we saw with MySpace. If Facebook is replaced with a social network that is better for bands, a Facebook implosion might be a sum positive. But this would be only after it creates a diaspora of fan bases who are unable to communicate with their favorite artists, or with each other.
So what are musicians to do?
Diversify your social media footprint to make sure you’re not relying on any single format to communicate with your fans. Twitter, and especially Instagram (owned by Facebook) have become strong promotional and communication tools for artists and bands, but they face their own challenges moving forward. Instagram still doesn’t allow easy link placement, and Twitter has become a political war zone. Snapchat was useful for a while, but has also seen an implosion of its user base and engagement, giving another cautionary tale about relying on just one platform. Make sure you have ways to communicate with fans directly, especially through email. This is the only way to reliably reach your fan base.
What are fans to do?
Make sure you just don’t “like” the Facebook page of your most favorite artists and bands, make sure you subscribe to it as well so posts come preferred into your news feed. Check your likes, and make sure you unlike stuff that no longer suits your interests. Too many “likes” placed around Facebook is part of the problem. Also make sure to sign up for direct email or text message communication with your favorite bands, and don’t be afraid to visit their Facebook pages directly periodically to make sure you’re up-to-date.
Convict charlie
August 17, 2018 @ 11:24 am
I have a friend who is a traditional country singer in my area. His fan base is mostly older but he does have fans of all ages. Has had a really nice career that I bet 97% of artists would be jealous of. He’s cut it down to once a year but he mails out his schedule for the year to his fans. Many of them are not on social media. Usually every show is packed. He just has a personal Facebook and doesn’t text even.
Black Boots
August 19, 2018 @ 8:30 am
What’s his name?
Convict charlie
August 19, 2018 @ 8:36 am
http://www.craigwilkins.com/
Barry Cheevers
August 17, 2018 @ 1:32 pm
Deleted all social media profiles at the beginning of the year. Original intent was only for 2018, but a few months into I decided it would be a permanent switch. Life is so much better being off that mess.
Dirt Road Derek
August 17, 2018 @ 1:41 pm
One of most frustrating things for me about Facebook is that anything I post will only be seen by a small percentage of my followers unless I purchase a post “boost”, and even then it doesn’t reach 100% of my fans. What’s the point in announcing a new album on Facebook when only a fraction of the people I’m trying to reach will see it?
Mike Honcho
August 17, 2018 @ 5:27 pm
That’s a travesty. I hate when tens of people are disappointed.
Dirt Road Derek
August 17, 2018 @ 6:02 pm
Awww, I don’t want your tens of followers to be bummed either, Honchess.
But don’t get your panties in a bunch. I know exactly what your problem is (hell, it’s pretty obvious to everyone) and I found a helpful website that is practically tailor made for you. And bonus; it has illustrations in case the big words confuse you!
No need to thank me, I’m happy to help a friend in need 🙂
https://m.wikihow.com/Not-Be-Lame?amp=1
Mike Honcho
August 17, 2018 @ 7:10 pm
I wish new posters would ask you for help with a username. Some FGL inspired Country cliché is perfect. I imagine you would come up with some doozys.
Tailgate Tommy
Benchseat Bill
Cutoff Cathy
Sweet Tea Sally
Moonshine Mark
Dirt Road Derek
August 17, 2018 @ 7:29 pm
Oooohh, Sweet Tea Sally is good! Surprised you didn’t snag that one for yourself, Honchess! <3
Trigger
August 17, 2018 @ 8:10 pm
Okay guys, let’s please keep this on topic. Thank you!
Lone Wolf
August 17, 2018 @ 8:13 pm
Hey Mike, how about “Cowpie Carl”?
Whiskey_Pete
August 18, 2018 @ 11:04 am
I like:
Short Shorts Jen
That little slut..
ScottG
August 17, 2018 @ 1:50 pm
I stopped “engaging” years ago when I realized I just didn’t want to see another picture of what someone had for lunch or what their kid did that day. The political bullshit was just the icing on the cake.
Dirt Road Derek
August 17, 2018 @ 7:42 pm
My personal Facebook page has basically become an online photo album for my wife and I, with the occasional extended family interactions. But where my music is concerned, I’ve had more luck pushing it on Instagram, lately.
Lone Wolf
August 17, 2018 @ 8:10 pm
You nailed it, Scott! Posting things like how frustrated someone was because they were stuck in traffic, posting about their recent breakup and how they wanted everyone on their friends list to block this person, posting the same pictures over and over again, using their page to act like little politicians, people who were just spotlight junkies and drama seekers…. it just wore away at me and I just figured the best thing to do would be to deactivate my page. No apologies and no regrets.
ScottG
August 17, 2018 @ 9:17 pm
I thought I tried to reply here but it posted a bit below…
Mark Z is on to me…
CountryKnight
August 17, 2018 @ 2:40 pm
Facebook also decided that the page Traditional Western Art is fake news and dangerous spam.
Stupidity knows no bounds.
Whiskey_Pete
August 17, 2018 @ 2:45 pm
I once referred to someone as a ‘she’ on Facebook but I guess that person was a ‘he’ because she transitioned to a man and they shamed me for hate speech. It was wild.
ScottG
August 17, 2018 @ 9:14 pm
I haven’t posted to it in years but have kept it active just in the remote chance I want to get in touch with someone (I’ve moved around a bit)…but even that is superficial. If I really want to stay in touch with some I will have their number or email right?
I think the problem with social media is people who really never could have risen to the top in a writing or critical field suddenly have a voice. Im not against the democracy or empowering nature of that. But what people don’t understand is that it mostly doesn’t matter. You’re not going to convince people to agree with you by retweeting something, by “liking” something or expressing your outrage in a few sentences. If you’re going to move me or convince me, you probably need to record a good album, make a good movie, or write a novel. But people don’t get that. They have an inflated sense of importance from their soapboxes. It’s pretty pathetic actually. I feel bad for kids growing up in this and not knowing any different.
I will say the articles posted here by Trigger are usually well informed and thought out, by a guy with some deep knowledge and remains mostly apolitical….which is rare in the online world…especially about music. I appreciate that.
ScottG
August 17, 2018 @ 9:15 pm
Sorry Pete that wasn’t for you…my mistake.
Lone Wolf
August 18, 2018 @ 12:18 am
Once again, you’ve nailed everything I found wrong with Facebook and social media in
general, Scott. I was really happy to be in contact with people I hadn’t seen for years, even decades. I also had the problem every Facebook user has had to deal with – the person who fails to private message someone with an issue. Instead, they’ll post their insult-laden, obscenity-laced and pompous-filled tirade for all to see. I’m all for speaking your mind but I believe a private forum is best when trying to have a disagreement with someone. I remember having to go back many times with a disclaimer asking anyone who posts to be respectful and not use my page as a stage to make their argument heard and if they used profanities, they were gone. My page, my rules. Granted, swearing amongst one another, face to face, is something we all do. It’s said, then gone. Don’t put it in print so a family member can say to me, “You should check your page. Some yokel is going to town and back with some of your followers and using seriously offensive language.” By the way….how much should someone lift and how often should they to grow internet muscles?
Sam Cody
August 17, 2018 @ 3:07 pm
This shit’s gotten ridiculous. Go outside and talk to people, for fuck’s sake.
Black Boots
August 19, 2018 @ 8:35 am
Wow. Showing your privilege. Not all of us can talk. Monster.
hoptowntiger94
August 17, 2018 @ 3:27 pm
That’s crazy. I just said last week, my business (lawn maintenance) wouldn’t be as successful without Facebook. It’s the primary way customers find me ($0 on advertising this year). They google lawn service and up I come (and I’ve never paid for a boost). It’s also the primary way I interact with my customers — daily schedules, weather delays, new services and products — so much so, I feel I’m unintentionally weeding out the non facebook customers (they just don’t know what’s going on about the business or the direction its taking).
I’ve been wanting to follow-up on a comment you made sometime back about the elimination of comment sections. Recently, ESPN got rid of theirs. And although 99% of comments were garbage, you might find that little nugget about a story – a coach firing, a traded player — that a sterile national report wouldn’t broach. I’m surprised how many times I scroll down to the comment section for further information and it’s gone. People got to ruin everything.
Chet
August 17, 2018 @ 4:03 pm
FaceBook needs to die a painful death.
There are other social media sites that are better for band/fan interaction, and youtube is a better video platform. You can find whole concerts on youtube.
FaceBook started out as a nice way to catch up with folks, but that company does not have your best interests in mind. Last week it came out that FB has asked your bank and credit card companies to share your personal financial information with them.
Mike W.
August 18, 2018 @ 5:49 am
Facebook is kinda, sorta already experiencing a slow death. If you look at Facebook’s engagement numbers, they are increasingly failing to pull in Millennial and Gen Z users. The people who now use Facebook are older and older Americans, making Facebook (quite frankly) look like the “old person’s social media”.
Combine that with Zuckerberg being a complete social moron who cannot NOT trip over himself and the company is getting hammered. Where Facebook has been smart is they have purchased the social media site experiencing the most growth (Instagram) and the most popular chat app (WhatsApp), meaning as a company they ain’t going anywhere anytime soon. Sadly. Even if Facebook proper continues to experience MySpace syndrome.
Huntermc6
August 17, 2018 @ 4:13 pm
Never had anything but Facebook & My Space now I rarely use Facebook except for the market place. It’s basically Craigslist 2.0 for me. Fake Political Meme’s and Identity Politics ruined it.
Lone Wolf
August 17, 2018 @ 8:05 pm
Barry, I deactivated my Facebook account almost 3 years ago. I began reading articles on social media addiction and decided it was time to just get away. I do have Twitter and Instagram accounts (SCM is one of the pages I follow on IG) but they’re less aggravating for me to deal with. As far as the people that rely on them for their jobs and careers? I feel for them.
Whiskey_Pete
August 18, 2018 @ 11:09 am
Anyone I need to talk to or share something is in my contact list on my cellular phone.
Snuff Shock
August 19, 2018 @ 9:49 am
The 2016 election killed Facebook. Not any particular party, not the Russians, not fake news. Everyone showed their ass on that site for the entire presidential race. And pretty much ever since. Everyone was the most jerk-ass version of themselves. Social media creates a world where direct consequences are lacking (like, getting punched in the face when you act like an asshole) and makes people act like borderline sociopaths because of it.
When Facebook goes under, I’ll buy the first round.
Wesley Gray
August 19, 2018 @ 11:47 am
100% agree. Also, my wife still uses Facebook (she runs a fashion blog) and i just read your comment to her. She just said “YEP!” haha
Wesley Gray
August 19, 2018 @ 11:45 am
i actually left facebook about 3 years ago. and i more or less left instagram about 5 or 6 months back. I have a private twitter account that i only read as a news source but that’s it for me. best online decision i ever made was leaving facebook. my mood became far improved, i started reading more books, i started listening to and discovering more new (and good) music. Most the music i happen upon these days comes from recommendations from Trigger here, then artists that those people follow, as well as suggestions from both Spotify and Apple Music.
Blackh4t
August 20, 2018 @ 4:52 pm
I practically left fb 3 years ago.
The hardest thing was missing tour dates and album news.
Artists need to keep an updated website, and possibly email updates.
Janice Brooks
August 21, 2018 @ 11:48 am
I do most of my station activities on Facebook but also announce my programs on Twitter. Do I have any more effective options at this time?
Shayne
May 29, 2021 @ 6:35 am
I’m not a country musician (But come from a country and bluegrass music. I’m more a prog rock guy), but facebooks algorithm has become almost tyranical with the way music works now.
I write a lot of music in the home studio and just mostly post it up for friends to listen to. Something I’ve done in one form or the other since the 1990s when I’d record songs to 8 track tape, then after I’d written enough, I’d just burn em all to CDs and pass it out to all the friends and family to listen to. Never had an ambition to be famous, my old pop had a bit of fame in his day and never cared much for it either.
But now facebooks book algorithm just slaughters links to music hosting sites like soundcloud. I realised the other day just how bad it was when a friend asked why I dont post music anymore. I post almost 2 new compositions a week but the damn site doesnt show them to any of the people on my friend list. If I repost some daft cat video, 200 thumbs up. If I post to link to a work of art I’ve spent a month on with loads of friends playing various instruments on, nothing. the analytics will say “Seen by 3 people”. Thats not clicked, clicks are fair game either way, *seen*. Its not even showing people.
How does someone fix this? I dont have the resources to do a video for every damn song that comes from a 3am inspiration brainfart, and facebook only hosts videos, not audio. Instragram doesn host music. Youtube really needs a video, though you can get away with a static image, HOWEVER facebook penalizes youtube links too unless they’ve had some other signal (ie its gone viral or whatever) to counteract it.
Its infuriating and deeply demoralizing. Especially in an era where the bad bugs made gigging a no-go.