The Highest Cost Per Post in The Universe
Are you wasting $6,000 a year on your artists social media?
Once Upon the Time,
A few companies came together and proposed that activating your artists social media in China would lead to treasure beyond the eye can see. You can engage with fans, build your audience, deliver your brand’s message, and most of all it will return revenue through touring.
While originally a massive proponent of this, it’s clearer now than ever that having social media isn’t all its cut out to be and while sure it does help “Localize” the artist, the reality is the value offered is low, while the cost is extremely high.
Why? Let’s see!
We analyzed 70 artists from a variety of genres who had NetEase Cloud Music (WangYi) accounts and added up their likes and posts from December. These are the results.
.00401
How Many Followers on Average Engage With Your Artists Content
$45.67
How Much An Artist Spends On Average Per NetEase Post
$1.15
How Much An Artist Pays for 1 Like on a Post
This means for every 1,000 followers an artist has, on average only 4.01 of them engage with the post clearly demonstrating not only that your audience isn’t engaging with your posts, but also that your current strategy for building your profile within the market isn’t working.
There are a few key reasons for why this is happening that we will go through,
- The algorithms of NetEase are extremely basic and not designed to grow accounts or reach new users like you find with Instagram or Facebook and thus in order to actually develop your community further you need to do more than just post and utilize other avenues of promotion to draw new followers back to your account.
- NetEase is a DSP at heart with most fans using the platform to listen to music which is why we recommend focusing on playlisting, PR, platform placements, influencers, and other DSP oriented methods of promotion that focus on the strengths of the platform, while using your NetEase social media account as a central hub for the campaigns.
- A lot of users have shifted towards Douyin, the most popular and valuable social media site in China resulting in previous followers no longer engaging with your content/using the platform as much.
In summary, the result is both old and new followers aren’t being retained or attracted resulting in an extremely low engagement level and you not receiving the value you deserve.
And while some may say well you have Weibo which is a social media site… Weibo has been losing users for the last two years as consumers move to other platforms like Douyin. We dont even use the platform anymore as the value simply isn’t there.
Does this mean NetEase and Weibo are useless?
No, it just means the costs should be proportional to the value it is worth. If you’re being charged $500 per month, thats $6000 per year. Let’s just say for example you made 25K in revenue from China in 2019, thats 24% of your revenue gone already. We believe that artists instead should focus on other segments of the market that we know work well like Playlisting, Radio, Douyin, PR, Localized Releases, and influencer campaigns that will deliver actual value and from our experience a return on your investment.
How do we know this works? Because we have the data to back it up, just check out some of the articles below.
How can we get started? Contact Us!
