Why Social Media Is Essential for Artists in 2025

Hey all!!

In this video, I talk about how my mindset around social media has shifted over the years, and why I think it’s become essential for artists right now. I used to resist it, especially during the early TikTok wave, but I’ve come to understand how powerful it can be for visibility, growth, and connection. If you’re an artist trying to build a fanbase in 2025, this is something you really don’t want to ignore.

1. Social media is where the attention is.

People don’t spend hours on TV, radio, or traditional media anymore—they’re on their phones, scrolling through Reels, TikToks, and Shorts. That means social media is where the visibility and attention is. It’s where your potential audience already is, and showing up there is the easiest way to meet them where they’re at.

2. The algorithm favors good content, not follower count.

Because of the discovery-based nature of platforms like TikTok and Instagram, even a brand-new account can get massive reach if the content resonates. The algorithm doesn’t care how many followers you have—it cares how engaging your video is. That levels the playing field in a way we’ve never had before.

3. Post consistently.

The more consistently you post, the more chances you give the algorithm to work in your favor. You don’t need to burn yourself out, but showing up regularly helps you build momentum and collect data on what’s working. It also helps train your creative muscle so that making content becomes easier over time.

4. Analyze your top-performing content (and others’) to learn what works.

Once you’ve posted a solid batch of content, take time to study what did well. What was different about those posts? Use that data to improve your next round. Do that over and over again. Post 30 videos, look at your best 5, take what worked and apply it to the next 30, repeat. .You can also look at other creators you admire—what’s working for them, and how can you make your own version of that?

5. Don’t overthink it—just start posting.

One of the biggest blockers is thinking every video needs to be perfectly planned, shot, and edited. But that mindset leads to procrastination. Some of the best-performing content is spontaneous and imperfect—people care more about the message and authenticity than polish. You'll get better at the polishing over time as long as you're striving for excellence.

6. Make it easy to film.

Having a go-to setup—good lighting, a clean background, a place to put your phone—removes a lot of the friction. If it’s easy to press record and start talking, you’re way more likely to keep showing up. You don’t need a professional studio—just find a spot that works for you and make it your go-to.

7. Batch content and set aside time to ideate.

I try to block out time during the week just to brainstorm and film a few pieces of content in one go. That way I’m not scrambling every day to come up with something. Getting into this rhythm helped me feel way less overwhelmed and more focused when it comes to content creation.

8. Find a format that works for you.

Maybe that’s talking to the camera at your desk, sharing clips from live shows, or combining your music with another part of your personality—for me its things like cooking, climbing, or my love of plants and nature. If it feels natural and easy to repeat, it’ll be more sustainable—and way more fun.

9. Show your personality—authenticity wins.

People don’t want overly produced, corporate-feeling content anymore. They want to feel like they’re connecting with you. Your quirks, your opinions, your vibe—that’s what makes people want to stick around. So lean into what makes you you.

10. It’s already proven to work—time and time again.

Artists like Subtronics, Levity, Ray Volpe, BTSM, and many more have built so much of their momentum through social media. Even tracks like “Overthinker” by INZO who rarely posts on social media blew up thanks to TikTok. It’s a combination of luck and visibility, and you can create that for yourself too.

I also mention a few resources that helped me shift my mindset and approach, like Day Trading Attention by Gary Vee, and some YouTube creators I’ve learned a lot from (links below the video). Hope this breakdown is helpful—feel free to drop a comment if you’ve got questions or want to share what’s working for you!

Day Trading Attention - Book or Audiobook

Lots of Gary's latest posts are about social media in the current climate, very useful

30 mins social media advice

How to master the art of speaking to a camera