Musicgram

MUSICGRAM – MUSIC MARKETING AND INSTAGRAM

Today at INsight Room, we talk about how Instagram strikes a musical chord with marketing music and reaching millions in a spectacularly short period of time or to say it in our industry’s favourite term – go viral. Let’s quickly dive in to discuss about MusicGram!

Today, every second piece of content we consume is in the form of video content. No agency – client meeting is complete without stressing on the need to create a video strategy to keep people engaged with their most preferred content format. The reasons are simple – video content is easier to remember, enables storytelling and adds interactivity.

But you’d ask, with so much video content around us, how does one piece of content stand out from the rest? And how does music marketing fit in the scheme of things? First and foremost, for any content to stand out, it has to be interesting to elicit a response, which we digital folks classify it as engagement. Secondly, relatability and influence help your message travel – which means leveraging topics and trends (read memes and moment marketing) that people instantly recognize, and content creators who are widely followed with daily dose of entertainment. Lastly, it’s equally important to follow what content format people enjoy the most (Reels, Stories, IGTV, Feed)

Now add music and Instagram to the mix. Instagram is where the audiences are today, and so are the content creators. We are found sometimes (read most of the times) scrolling endlessly thanks to Instagram’s algorithm to deliver content that interests us the most, one video at a time. Then there are influencers and content creators dancing, entertaining and educating us all the way, one reel video at a time

While we consume a variety of content, music inherently adds to the experience that makes video content so highly engaging and popular. Instagram allows you to add music to everything you create and share, with its latest update even allowing users to add music to a static post on your feed. Music is in itself is content now, not just a mere background element. There are plenty of examples where music communicates the message or the emotion – popularly seen across content produced by creators, pages and users in reference to situational content, trends, memes and more.

With extensive usage of music across video content formats, we’re often discovering new music which we otherwise might not explore. Haven’t you come across new music and genres while browsing through your reels section? The lo-fi slow reverb music elevating travel and food videos, the peppy tunes accompanying trending videos, the dance challenges, etc. We’re always discovering new music while consuming content from our favourite sources, irrespective of the genre or even the language.

With all the music exploration happening, it stands to greatly benefit music artists to popularize their work on Instagram at a viral pace. For example, a catchy tune or fun lyrics could pave the way for one’s music to sit on a variety of reels video.

Another way in which music is often popularized is when influencers and creators produce content using a specific song/tune. This often results in taking the music to a large set of audience and discovery takes place in a short span of time with the massive reach.

Then there are dance and fun challenges and trending videos that float across Instagram with accompanying music, leading to more reach and popularity. Aspiring creators and bloggers, general users and brands leverage trending music as it helps them boost reach for their content. There’s a library for top trending music on Instagram reels (check the audio tab on your reels section)

While there are plenty of creative and strategic ways in which music can be promoted on Instagram, our objective was to touch upon how music marketing finds a sweet spot on Instagram to help artists from the music industry enjoy increased popularity for their work.

We hope you enjoyed reading our insights on MusicGram. Feel free to share your thoughts and ideas and we’d be more than happy to discuss your thoughts. Stay connected to INsight Room to discuss, learn and share all things branding, advertising, design and digital.

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