3/17/2024 0 Comments Phone text message on screen artAs a case-study, Community points to DJ and producer ILLENIUM, who gave his Community a sneak peek of the cover art for his new single, “Nightlight”, and a pre-save link to the song on Spotify. This is also a more playful – and arguably more enticing – way to get people to sign up to an artist’s database than via an email or messenger bot.Ĭommunity has the kind of power-user features you’d expect, like the ability to schedule messages – and a soon-to-be-launched feature will group similar responses together, allowing artists to respond to more people.Ĭommunity claims that typically 5% of an artist’s social audience opt-in to text with the artist. This offers some interesting interaction opportunities: an artist could ask fans to text them with a certain emoji to have a chance to win a Meet & Greet, or fans that buy tickets could be segmented on a city-by-city basis. Up to 50 segments can be created, and fans can text words, hashtags or emojis that will automatically group them into a particular category. This kind of segmentation can be used in more subtle ways, like asking fans for restaurant/bar recommendations in certain cities. Surprising fans every now and then with a personal message helps turn casual fans into superfans – and could even become a driver of UGC as fans proudly share their artist-fan interaction on socials.Īudiences can be segmented based on their date of birth, location, interests, age or gender identities: ideal for sending out birthday wishes, inviting fans to exclusive shows or fan engagement activations based on their location. Messages can be sent to your entire audience and audience segments – as well as messaging one-on-one with fans, which is something the Community team encourages artists to do frequently. Again, the baked-in aspect of SMS in our phones brings artist-fan intimacy: added artists get a dedicated spot in a fan’s phonebook, with an image of the artist, just like any other contact. Once a fan texts the artist’s Community phone number, they receive an automated response, personalised by the artist, and will be asked to submit their name, age, birthday, location, email (optional) and accept the Privacy Policy via an online form.Īfter that initial sign-up, every additional celebrity community a fan joins will be a one-click sign-up. The fan, of course, doesn’t need an app at all, and instead can message with the artist, “just like texting a friend” – SMS feels personal compared to social media or email. Community claims an average click-through rate of 59%. YouTuber and rapper DGG uses the text app to quickly drive viewers to his new videos to encourage them to start trending.Ĭommunity is most effective when you create… a communityĬommunity shouldn’t merely be used for promotional purposes: the key to using the platform is to build a community of fans and engage them, with personal and authentic content.Īnd using Community doesn’t mean wading through a chaotic SMS inbox: all communication is managed from within an iOS app or a web backend, which also provides insight into clickthrough rates on a link or image in a message. Artists can establish a direct connection with fans, making sure their most important messages reach them fast – with tangible results. And at the same time, demand for personal video messages from artists and celebrities has been growing: Cameo sold 1.3m of these videos in 2020.įrom a D2C perspective, a service that allows artists to send text messages (including video and voice) makes a lot of sense. While email remains important for artist marketing – especially D2C – not every fan can be reached via email, and messages can get lost in inboxes. ![]() Artists spend a lot of time and resources building their audiences on social media platforms, but then must invest over and over again to make sure their messages reach a fraction of their audience – and fans can miss out on the news they crave. Text-message marketing companies like Community have some pretty good arguments in favour of using SMS to communicate with fans. Now, the company is onboarding small businesses, creators and artists from across the entertainment sector. ![]() Since then, artists wanting to make use of Community have had to join a waitlist and little was known about the actual features on the platform – unless you were already using it. SMS marketing platform Community first made it onto our radar in January 2019, after Ashton Kutcher had invested into the company and a flurry of high-profile artists started using the platform (like Eminem, Paul McCartney and Jennifer Lopez).
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