It's Not About Virality
Fun Fact: Brands that post consistently on social media see significantly higher engagement rates—because showing up regularly builds trust, familiarity, and connection.
I was catching up with a peer in the music space recently, and we ended up talking about social media. Not the usual “how do I go viral?” convo—but something way more powerful: consistency.
His “hack” isn’t a trending sound or sneaky algorithm trick. It’s showing up. Over and over. Not to impress promoters (he’s already built those relationships), but to stay in front of his audience—the people he wants to connect with and have support his music.
And it’s not just consistency in posting, but in his brand: the way he looks, the way he talks, the way his content feels. It’s all aligned, and that repetition makes him unforgettable.
Remember—it’s a numbers game:
Post daily → 365 chances a year to be discovered
Post weekly → 52
Post monthly → just 12
Not posting consistently? Here are a few common reasons—and solutions:
“I’m not sure what to post.”
Go out to a field or somewhere cool in your city. Choose 5 songs and bring 5 outfits. Record yourself performing each song in each outfit. Boom—25 pieces of content in one session.“I don’t have time.”
Make the time. Set aside one day per week (or even per month) for content creation. Write down your ideas, scripts, and shot list. Record, edit, post.
Bonus: if you can afford it, hire an editor. Some charge just a few hundred dollars a month and will save you hours of time.“Nothing exciting is happening.”
Show your works-in-progress. Pull out old clips and rework them. Or just share the human stuff—what you’re reading, eating, feeling. It all helps people connect.
Decision-makers in this industry want to see movement. They want to see upward trajectory. They want to see and hear hype and buzz. Even if you don't have crazy success to share, make it SEEM like you're on a rocket ship.
If you’re feeling stuck or invisible online, don’t chase viral. Chase consistency. That’s where the real traction is.
Keep going, you got this.
