// The Word This Week

So we've spent the last few months wading through the fundamentals of building your foundation as an artist.
We've talked about mindset, crafting your narrative, productivity systems, and creating an artist toolkit that doesn't scream "I just figured out what Canva is yesterday."

Now it's time to get into the stuff that makes most artists break out in hives: social media.

Oh, I can hear the collective groan from here.

"But I'm a musician, not a content creator!"

"I just want to focus on my art!"

"Do I really need to dance on TikTok to make it?"

Yes. No. Maybe. (But definitely not if you're terrible at dancing.)

Hard pill time: social media isn't optional anymore. It's where the greatest amount of your potential fans live and play and distract themselves from the hellscape of modernity that we increasingly feel is pulling us further into some void that- ahem.
It's where opportunities happen.
It's the new street team, the new radio, the new music magazine.

But (and this is crucial) that’s only if you treat it like it. And more to the point of this particular issue, in order to do that effectively, it doesn't mean you need to be everywhere, doing everything, all the time.

The Biggest Social Media Mistake Musicians Make

Trying to be everywhere at once.

That's it. That's the mistake.

You know what happens when you spread yourself across seven platforms like the world's thinnest layer of butter?
Nothing.
Absolutely nothing.
Except burnout, mediocre content, and the overwhelming desire to throw your phone into the sea.

So today, we're tackling the very first step of social media mastery:

Choosing your platforms.

Not all of them. Just the ones that actually matter for YOU.

The Platform Menu: What's Actually On Offer

Before we pick our weapons, let's review what we're working with in 2025:

Instagram: Visual storytelling + parasocial DM culture. Great for building aesthetic and connecting with fans. Terrible if you’re inconsistent or don’t know how the algorithm works (which seems to change from month to month).

TikTok: Organic reach on steroids. Culture engine. Virality = lottery ticket. Trends expire faster than milk in August.

YouTube: Evergreen search + long-form + actual revenue sharing. Higher production lift. Your title/thumbnail game better be strong. Punishing for people starting out with video content creation.

X (Twitter): Real-time conversation + niche fandoms. Engagement falls off a cliff without hot takes or feuds.

Facebook: Local events + legacy audience (30-55). Pay-to-play reach. Teen reputation is in the toilet.

Emerging Platforms (Discord, Lemon8, Threads, etc.): Tight-knit micro-communities. Feature-heavy. Chat-first experiences.

How to Choose (Without Having an Existential Crisis)

Let's make this painfully simple: focus on two platforms. Just two.

Why two? Because quality beats quantity every time in this game. Two platforms managed well will outperform five platforms half-assed.

But which two? Let's figure it out.

The Platform Decision Tree

STEP 1: Who's your audience?

Be brutally honest about your demographic. If you're making metal for 45-year-olds, TikTok shouldn't be your primary focus. If you're making hyper-pop for 19-year-olds, Facebook is a waste of your precious time.

Quick age breakdown:

• Gen Z (under 25): TikTok, Instagram, YouTube

• Millennials (25-40): Instagram, YouTube, Twitter/X

• Gen X (40-55): Facebook, Instagram, YouTube

• Boomers (55+): Facebook, YouTube

STEP 2: What's your content strength?

Play to your natural abilities:

• If you're naturally funny/charismatic on camera: TikTok, YouTube, Instagram Reels

• If you're visually-oriented but hate being on camera: Instagram, YouTube (music visualizers)

• If you're better with words than visuals: X/Twitter, maybe Threads

• If you're all about live performance: Instagram Live, TikTok Live, YouTube

STEP 3: What's your goal?

Different platforms serve different purposes:

• Building a fanbase from scratch: TikTok, YouTube Shorts

• Deepening connection with existing fans: Instagram, Discord

• Selling tickets to shows: Instagram, Facebook

• Getting press/industry attention: X/Twitter, Instagram

• Monetizing content directly: YouTube, Twitch

The "Pick Your Platform" Decision Matrix

Let me make this dead simple. Answer these questions:

1. Is your music visually-driven or does it have a strong aesthetic component?

   • Yes = Instagram is a contender

   • No = Move on

2. Are you comfortable making short videos of yourself regularly?

   • Yes = TikTok/Reels are contenders

   • No = Look elsewhere

3. Is your audience primarily under 30?

   • Yes = TikTok, Instagram, YouTube

   • No = Facebook might actually be useful

4. Do you play live shows regularly?

   • Yes = Facebook, Instagram

   • No = These matter less

5. Can you commit to creating longer-form content (tutorials, performances, etc.)?

   • Yes = YouTube should be considered

   • No = Focus on short-form platforms

6. Do you enjoy conversation and networking?

   • Yes = X/Twitter could work for you

   • No = Avoid conversation-heavy platforms

7. Are you in it for the long-haul (not just promoting one release)?

   • Yes = YouTube should be a priority

   • No = Focus on trend-driven platforms for quick hits

The Two-Platform Strategy

Based on the above, here's my recommendation for most musicians:

PRIMARY PLATFORM: This is where you put 70% of your social media energy. Pick the one that aligns best with your strengths and audience.

SECONDARY PLATFORM: This is where you put 30% of your energy, often to serve a different purpose than your primary.

Examples:

• Pop vocalist targeting Gen Z: Primary = TikTok, Secondary = Instagram

• Metal band with killer live shows: Primary = Instagram, Secondary = Facebook (for event promotion)

• Indie songwriter focusing on craft: Primary = YouTube, Secondary = Instagram

• Electronic producer with strong visuals: Primary = Instagram, Secondary = TikTok

Platforms to Avoid (For Now)

Don't spread yourself thin on:

• Snapchat (unless you're targeting high schoolers)

• LinkedIn (unless you're doing corporate gigs)

• Pinterest (minimal music discovery there)

• Random new platforms that might not exist in six months

Your Two-Platform Action Plan

Here's what to do now:

1. Based on the above criteria, select your Primary and Secondary platforms.

2. Commit to focusing ONLY on these for the next 90 days.

3. Delete all other platform apps from your phone (you can still have the accounts, just don't actively manage them).

4. Set up consistent posting schedules for both platforms (we'll dive deeper into content strategy next week).

5. After 90 days, evaluate performance and adjust if needed.

"Fine, I'll Just Tell You What I'd Pick If You Don't Want To Think About It"

Look, I know some of you are already skimming this newsletter, scrolling frantically for the part where I just tell you what to do so you can go back to staring at your guitar and wondering why fame hasn't found you yet.

So here it is. MY picks, if you're too exhausted from all that scrolling:

Instagram + YouTube.

There. Decision made. You're welcome.

(And yes, I'd throw in TikTok as a tertiary option despite just spending 800 words telling you to only pick two platforms. Do as I say, not as I do, etc.)

Why these three? Because they're all video-based, which means one workflow can create content for three different platforms at once. With a tool like CapCut Pro, you can export directly to all three without watermarks. One edit session = content for everywhere that matters.

Is this hypocritical after my whole "JUST PICK TWO" manifesto above?

Absolutely.

But here's the method to my madness: Content creation efficiency is the single greatest predictor of consistency. Consistency is the single greatest predictor of success. If you can create once and distribute thrice without additional work, that's not being unfocused—that's being smart.

So my actual advice: Find the most efficient content creation system possible that lets you show up consistently. If that means you can handle three platforms because they share the same content type, go for it. Just don't try to be a YouTuber AND a Twitter personality AND a TikToker AND a LinkedIn thought leader AND a Facebook event manager.

That's the express lane to Burnout City, population: you, crying in your bedroom while eating cold ramen straight from the packet.

Remember: It's About Leverage, Not Omnipresence

The goal isn't to be everywhere. The goal is to be EFFECTIVE somewhere.

1) Find where your audience lives,
2) Show up consistently with content that leverages your strengths,
3) Build momentum there before expanding.

Your social media presence should be like a laser, not a floodlight. Targeted, focused, and intense enough to make an impact.

Next Issue Preview

Next week, we'll be diving into how to actually CREATE content for your chosen platforms—specifically visual branding that doesn't look like it was made by a sleep-deprived raccoon with access to Microsoft Paint.

Until then, I need you to make a choice: which two platforms are you going to master? Reply to this email and let me know—I'm curious to see where you all land.

Keep creating,

Lance

P.S. If you're feeling overwhelmed, remember this: every big artist started with zero followers. They didn't build their audience everywhere at once. They started somewhere, built momentum, and expanded strategically. You can do the same.

If you want to join our community and learn from us in real-time, check out our V1LLAG3 Discord server. Ask questions about music, the industry, promotion, and anything else your heart desires.