In digital marketing, funnels are common. The concept is simple: the largest part of the funnel is made up of people who haven’t heard your music yet, known as the “Discovery” stage. Once they’ve heard your music, they become “Listeners,” and your goal is to turn them into “Followers” by sharing authentic and engaging content. “Fans” are highly engaged and emotionally connected to your music and persona, and they might buy your music, merch, or tickets, and even help promote you. The final stage is the “Superfan,” who actively promotes your work, creates fan content, and participates in fan communities.
At Amplifyr, we build this simple five-stage fan funnel for artists.
What might that look like in real life?
The Discovery Stage
Fan Psychology: Discovery refers to individuals who have not yet encountered your work or are only vaguely aware of your existence. They are potential fans who may or may not be actively seeking new music.
Organic Content & Messages: Focus on creating organic content that showcases your personality, music style, and journey. Utilize social media posts, engaging blog posts, and captivating visuals to introduce you and your music to a broader audience. Share interesting anecdotes or behind-the-scenes glimpses to pique curiosity and build intrigue.
Paid Ads Content & Messages: For paid ads targeting the discovery stage, use visually striking graphics or short video clips to capture attention quickly. Craft ad copy that conveys your uniqueness and encourages potential fans to explore further. Use call-to-action buttons to direct them to your social media profiles or music platforms for more information.
Buyer Behaviour: Since individuals in the discovery stage are still learning about you, there is minimal buying behaviour at this stage. The focus is on creating awareness and piquing interest.
The Listeners Stage
Fan Psychology: Listeners have moved beyond the discovery stage and have actively sampled your music. They are curious to hear more and are open to exploring your repertoire.
Organic Content & Messages: Use organic content to provide listeners with a deeper taste of your music. Share full songs, music videos, or lyric videos across social media and music platforms. Encourage fans to share their favourite tracks and engage in conversations about your work.
Paid Ads Content & Messages: In paid ads targeting listeners, promote high-quality music videos or professionally recorded live performances. Leverage ad copy that highlights the emotional impact of the music and includes positive reviews from other listeners. Consider using retargeting ads to remind listeners about your latest releases or upcoming events.
Buyer Behaviour: Listeners may engage more frequently with your music on streaming platforms, but their buying behaviour is still relatively low. They are transitioning from casual observers to potential supporters.
The Followers Stage
Psychology: Followers have developed a genuine interest in your work and want to stay updated on new releases and activities. They appreciate your content and personality.
Organic Content & Messages: Strengthen the connection with followers through organic content that showcases your authenticity and dedication. Share regular updates on social media, interact with fans through comments and messages, and use posts and stories to provide real-time insights.
Paid Ads Content & Messages: In paid ads for followers, use behind-the-scenes footage, exclusive interviews, or sneak peeks into your creative process. Create interactive ad formats like Instagram Polls or Tiktok’s Interactive Ad Ons to actively engage followers and encourage participation.
Buyer Behaviour: Followers may start to make small purchases, such as buying individual songs or low-cost merchandise. They are taking a step towards becoming more invested fans.
The Fans Stage
Psychology: Fans are highly engaged and emotionally connected to your music and persona.
Organic Content & Messages: Engage with fans by expressing gratitude and appreciation through organic content. Use social media shout-outs and personalized messages to show how much their support means to you.
Paid Ads Content & Messages: Use paid ads to offer exclusive perks or experiences to fans. Highlight limited-time offers, early access to new releases, or VIP packages for concerts. Utilize ad copy that reinforces the sense of exclusivity and encourages fans to take advantage of these special opportunities.
Buyer Behaviour: Fans will regularly purchase albums, concert tickets, and higher-priced merchandise.
The Superfans Stage
Psychology: Superfans are the most dedicated and enthusiastic supporters who go above and beyond to promote your work.
Organic Content & Messages: Engage with superfans by spotlighting their fan-created content and showing appreciation through organic content. Use personalized messages to show how much their support means to you.
Paid Ads Content & Messages: Paid ads targeting superfans can offer more exclusive perks or experiences, such as meet and greets, backstage passes, or personalized merchandise. The ad copy could also emphasize the importance of superfans in your journey, and how their support has helped to create and shape your music and career.
Buyer Behaviour: In addition to making significant purchases, superfans may actively promote your work and participate in fan communities.
By understanding the distinct psychology, content preferences, and buying behaviour at each stage of the fan funnel, you can tailor your marketing and engagement strategies to effectively guide listeners through the journey from discovery to superfan.