Let’s Get Real for a Second

If your goal is simply to get as many followers as possible, so you can bask in those juicy big numbers that make you feel like an influencer, then honestly — post whatever you want.

• Cat videos? ✅
• Trending sounds? ✅
• A CapCut masterpiece of you leaping over a building or diving into a wine glass? ✅✅✅

Go wild. Chase the dopamine hits.

But if your why is to build a career in music, then sorry — that stuff can quickly become noise.

Because the people who become genuine fans don't necessarily care how good you are at CapCut. They care about your music, your story, what you stand for and whether they feel something when they find you.

That’s the start of every great marketing strategy:

👉 Figure out why you’re doing it.
👉 Then figure out who it’s for.
👉 Then figure out what you want them to do next.

Simple. Not easy — but simple.

Why This Matters More Than You Think

Posting on social is marketing — whether you mean it to be or not. Any successful campaign starts with clarity.

• Why you’re doing it (to be discovered, build an audience, sell tickets, promote a release)
• Who you’re talking to (and no, “everyone” doesn’t count)
• What you’re offering (and why they should care)

Once you know those, the rest — your content ideas, your tone, your posting schedule — becomes a whole lot easier to work out.

Example Time

Let’s say you’re a musician (which, let’s be honest, most of my followers are). Your marketing strategy shouldn’t be “post random stuff until something goes viral.”

It should be about persuading your audience that your music is exactly what’s missing from their life.

• Share your songwriting process.
• Show what your gigs feel like.
• Talk about the stories behind your songs.

Then point them toward the thing that helps them get more of it — your vinyl, your tickets, your merch.

Because your goal isn't likes for the sake of likes.

It's people who actually care about your music.

Some of those people might buy your vinyl. Some might come to your gigs. Some might join your mailing list. Some might simply listen to every new song you release.

That's what you're trying to build: not just followers, but people who give a damn.

Why Am I Talking About This?

Someone on TikTok called me out the other day.  They asked: “How can you be an expert in social media marketing with such a small following?”

Fair question.

Here’s the answer:

I don't need a shitload of followers. My business doesn't depend on having 100,000 people watching what I do. It depends on finding the right people.

That keeps my diary full — and my sanity intact.

Now, if you're a musician, your maths looks a bit different. A £20 gig ticket or a £30 vinyl means you probably need more people than I do. But you still need the right people.

People who actually want to hear what you've got to say.

The Takeaway 🎯



The next time you’re planning your content, start with this one question:

Why am I doing this?

Because once you know that, you’ll know everything else:

• Who you’re talking to
• What to post
• And when to stop wasting time on cat videos (sorry, Mittens 🐈)

If you’re ready to build a strategy that actually gets results — not just likes — let’s chat.

👉 Get in touch or drop a comment below and tell me your why.