Messenger marketing strategies & the music industry
This is a Q&A style interview series featuring the people behind the artists: the marketing heroes you don’t hear about that often. They are the ones who help artists build a brand and a strong online presence. This time round we talked to Be-Hookd Digital, an agency which recently sent out a Facebook Messenger quiz to promote Nina Nesbitt’s new single Loyal To Me. Read all about their thoughts, their expertise and their vision for the future.
Can you tell us who you are and what you do?
We are the leading entertainment digital agency living at the intersection of brands, celebrities and super fans. We create content driven campaigns that get audiences Hookd and turn fans into consumers. Be-Hookd is a 17-person team of dedicated digital heroes, with a Kings Cross office in London and a Soho office in New York.
We are audience experts, specialising in music, entertainment and lifestyle. Our unique understanding of supercharging audiences is built from working with artists directly, their super fans and the brands their fans engage with.
What does your day normally look like?
How important do you think it is for musicians to reach and connect directly with fans online? Have the ways artists can do this effectively changed over time?
Social media changes daily and we think it’s key our artists make use of all the tools available and use new features across platforms. Engaging with fans builds a strong community which can translate into streams, ticket sales and more.
It’s mostly important to use it regularly and engage with fans across platforms. Being innovative with technology such a direct-to-fan messaging will help musicians get noticed and stand out, but the key is to be active!
Do you think that direct messages are a good way for artists to connect directly with fans?
Messenger is a great way to connect with fans as it uses a direct message that doesn’t require much involvement from the fans. They have it in their inbox which they are likely to open several times a day!
You mentioned Nina Nesbitt’s Facebook messenger quiz earlier, can you tell us about the idea behind that?
The following people work across Nina’s socials at Be-Hookd: George James (CEO), Kat Ober (Managing Director), Julie Desmet (Digital Lead), Gee Wagenmann (Account Assistant).
We needed to promote Nina’s latest single Loyal To Me and wanted to find a way to use her Messenger channel effectively to do this. We feel the best way to get an audience’s attention is to have something relatable that they can engage.
This can create a really meaningful and fun relationship between the artist and the fans. The track itself is very relatable so we thought a good way to combine this with direct messaging was to follow the theme of the song and gamify it for fans.
Great idea! Lastly, how do you think direct-to-fan messaging can most effectively help artists build their brand online?
We think direct-to-fan messaging should be used as a playful and creative communication tool. Have fun with it rather than just blasting out messages to keep the audience engaged.
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