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How Pentatonix Built a Social Media Powerhouse

 

By Dave Kusek on Sonicbids Blog

For many musicians, Facebook, Twitter, and YouTube are just different places to post the same thing. This approach can work, but if you really want to grow your fanbase and attract a dedicated following, you need to give each platform its own role and use it to drive traffic to your other channels. In the end, you'll end up with a funnel that drives potential fans to connect, forge deeper engagement, and ultimately become paying customers that support your career.

One band that has mastered this strategy is Pentatonix. They got their start on the TV show The Sing-Off, but as we've seen time and time again, just being on TV isn't enough to sustain a music career. They used their unique niche as an a cappella group to carve out a following on YouTube. In this article, we'll discuss their strategy and how they approach each social media platform for maximum exposure and relationship-building.

YouTube

YouTube is one of the top search engines for music discovery, making cover songs one of the most effective ways to connect with new fans and grow a following. This strategy isn't new, however, and tens of thousands of musicians have already jumped on the bandwagon. The key is to bring something really unique to the table to help your covers stand out. Tie in your unique musical style, your personality, or any funny or interesting talents you may have. For example, Pentatonix covers popular songs completely a cappella in multi-part harmony.

Screen Shot 2014-11-26 at 10.52.19 PMReaching someone new with a cover song won't do you much good as an artist if he or she clicks off your video after watching and never connects with you again. Pentatonix uses the description box to its full potential, directing fans to their website and other social media channels where they can connect and follow, as well as iTunes, Amazon, and Google Play where fans can actually purchase the music. Any noteworthy link – like a new album or tour – is included at the top of the description, above the fold, and is tracked with a smartURL.

On top of that, at the end of each video Pentatonix gets onscreen, thanks the viewer for watching, mentions any exciting news, and directs attention to the description box, the subscribe button, and their website. Not only does this add a more personal connection, simply mentioning these things will dramatically increase your click-throughs and subscribes.

Facebook

Because of the huge number of people, musicians, and brands on Facebook, it can be quite difficult to stand out. Facebook's algorithm only shows users the most relevant and engaging posts in their news feeds, so your posts will almost never be seen by all your followers. Facebook does, however, favor media over simple text posts, and Pentatonix takes full advantage of this. If you head over to their Facebook page, you'll notice that almost every single one of their posts has a photo or video attached. This greatly increases the chance that their fans will see the post and engage with it or click through.

As we saw on YouTube, Pentatonix are masters at driving fans to engage on other channels, and Facebook is no exception. Pentatonix has an official Twitter page, but each member also has a personal page when they engage with their most dedicated fans. In this post, Pentatonix is driving Facebook fans to connect with Kirstie Maldonado on Twitter where they can forge a more personal connection: