Say what you want about social media, but it’s been a godsend for creatives wishing to increase their reach and audience. In the past, you’d have to spend a couple hundred bucks on magazine and radio ads to promote your work. Now, you can build up a following for next to nothing—and reach even more people for half the price of regular advertising. The benefits and pros are obvious for all to see, but it’s also brought a major con: the rise of the spammer.
We all know that guy—the one who posts about his book, song or business about a hundred times a day. You’ll usually find this is all they speak about, and nothing else. While it’s admirable that they have such passion for what they’re doing, it gets annoying after a while. Targeting the same group of people with the same message is like throwing something against the wall and hoping it sticks. It’s a terrible sales tactic, which turns you into the pleading and pathetic spammer. Additionally, and I’m sorry to break this to you, but no one will feel sympathy or throw you a bone. You’ll probably find they’ll unfollow or even block you instead.
On a personal front, I try to limit my promotional efforts to one or two posts about something. Unless there’s a marketing campaign with relevant and new information, I don’t think people want to be bothered a million times a day by sales pitches. After all, does anyone actually like telemarketers?
This is why I believe in the power of interesting content and personality. As with any other brand, you aren’t selling a product; you’re selling yourself. Show the people who you are, what you like, and what you’re all about. By doing so, you’ll find more people will be interested in what you’re selling at the end of the day. Also, don’t shy away from actually engaging with your followers. There’s nothing worse than being a broadcaster on social media; it defeats the purpose of, you know, being “social”. Get active and invest time in building a community; it’ll be worth it.
So, here’s the bottom line: don’t be that guy. Seriously, no one likes a spammer. Stop worrying so much about sales and stress more about your brand’s perception.