The Truth About Why No One Is Following Your Links Yet

 I know a lot of artistically brilliant creative people who are looking for a breakthrough in their area of interest but have struggled with lack of wide support since the inception of their dream. These may be bloggers, musicians or people with Youtube Channels.

The information I will give is ideally applicable and adaptable to any area of interest and any location but throughout the article I may tend to zero in on Hip-hop artists in Zimbabwe. So here is the truth about why no one is following your links yet!

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You might not have a strong brand yet

Everyone always talks about branding, but very few people understand what a brand actually is. Branding is often confused with the assets of a brand, such as logos, styles, dress codes and such, rather than for what it truly is.

Simply put, your brand is the identity you are remembered for.

For instance I am mostly remembered as an exceptional writer (whether it's in my poetry, rap or blog), people will tend to list me among bloggers or lyricists rather than for anything else I do. In similar fashion Huawei will tend to be listed amongst phones rather than as a watch, even though phones show the time and even take photos.

Another way to simply put this is to say that your brand is your reputation.

People often don't buy the art, they buy the artist brand. Whilst creating exceptional music may indeed result in building a reputation (brand) around being exceptional, there are various factors that can delay or block that process. For instance if people are not clicking the links in the first place how can they know how brilliant you are?

That's why you have probably heard of an adage that says "Your reputation precedes itself".

If people are not already aware of your brand it's highly unlikely that they will click your links.

Make your brand precede itself

There are many ways to make your brand precede itself but the ultimate goal is to at least be in the impulsive top 10 list of the category you have chosen as your identity. That's really what it boils down to.

This is where brand identity and brand awareness step into play.

Firstly by establishing your brand identity you decide how you want to be remembered, known or identified.

Then the brand awareness aspect is how you make people realize your brand identity at the widest scale possible.

Brand Identity and Awareness

Your brand identity of course includes your personality and story. 

What is your story, purpose and what are your values? Where are you coming from and where are you going?

This is the purpose of interviews, images, social media posts and biographies.

Chances are early on before you make a major impact no media personnel or blogs will reach out to you to give you an opportunity to tell your story. However in this modern age nothing stops you from creating your own short documentaries or interviews about yourself and your journey.

You can also demonstrate your journey through social media posts. It does not at all always have to be about success but even about your ups and downs. The more authentic you are the more your tribe will identify with you and you will find out that within your tribe, six degrees of separation will be activated to link you to more people.

Optimize your social media posting and profile to make it obvious and clear even to a new person what your brand identity is.

So that by the time you make any releases, your tribe already knows who you are and are willing to support it.

People are always likely to choose what they have more information about as opposed to what they are ignorant about.

Be Decided Who You Are

I always find that a lot of artists have conflicting brand goals. They are trying to live from 2 brand stories and most of the time it may lead to problems.

On one hand one may want to be on the "best lyricist" list whilst simultaneously being on the "most popular list". I am not saying this is impossible, but for the most part it doesn't happen that way.

In branding some things are trade offs. You have to choose whether you are taking the milk queue or the meat queue (only people who used to watch the Prime Gospel Show in Zimbabwe will get the analogy).

If you decided to be a certain identity you have to accept that it may have a smaller market size, but probably give you joy around the quality of that audience. For instance a Cognac has to accept that it doesn't sell to as many people as a cheaper Vodka and that's okay.

A Cigar will not be in every regular Takunda's ash tray and that's fine.

Is your brand appeal quantitative or qualitative?

If you choose  numbers, then choose that path 100% as well but don't throw a tantrum for not being in a top 10 list for an aspect which is more dominant outside of the mainstream.

Artists who are inclined to be commercial do dismally when they try to portray hardcore exterior and likewise artists that are more underground (in terms of sound/ not in terms of being undiscovered) tend to make underwhelming efforts at making hits.

If observation has taught me anything, people do their best on both ends of the spectrum whilst being their best selves and whilst not apologizing for being thus.

It can be tempting to abandon what you are to try what you are not just because it's working for someone who is being themselves.

Observe The Law of Proximity in Branding

Application of the law of proximity is broad, thus any explanation I give here is not the end all and be all of its application.

Firstly we need to define it.

The law of proximity describes how the human eye perceives connections between visual elements. Elements that are close to each other are perceived to be related when compared with elements that are separate from each other.

If your brand image, entails how you are viewed it means you have to be in proximity with other brands that have a similar brand identity as that which you want to be associated.

It is in fact because of this same law that corporate brands sponsor artists to wear or represent them or make press releases to distance themselves when something goes wrong. It is all to do with this Gestalt Law.

Proximity also entails being in places or events were such brands are associated with or more likely. Even sex-workers are so aware of this principle that they will dress a certain way, in certain hotspots  at certain times, so that it's not hard for people who are seeking them to find them. Nor will there be any doubt of what they are there for.

What ideas , brands, activities, groups or personalities do you want to be listed with. Which locations can you more easily network with them and what relationships can you nurture to be part of the tribe that your intended tribe is attracted to.

Can Scarcity Increase My Brand Value?

Scarcity has been long known to economically raise value of something, provided there is a demand for that thing. The key word is demand.

So before you decide to blindly use scarcity as a brand technique, ask yourself if you are on demand yet. If you are not, you have to create the demand first by creating brand awareness and giving people something they need more of.

There is a big difference between scarcity and invisibility.

A lot of artists are nowhere to be seen online till  they drop new music. In their minds they think they are being scarce, but nobody missed them.

In the brand awareness days, build up such momentum that allows you to be missed by the time you decide to go that route.

Also ask yourself if going that route is your brand identity. I mean 50 Cent doesn't miss a day on Instagram and he is still a big brand on the other hand Jay Z is scarce, but you must understand that both of them already did the ground work for us to even notice when they are silent.

Brand Awareness Ideas

1. Create a Podcast where you give opinions about issues of your interest and in between each episode remind people of your music. The renowned battle rapper Daylyt, does a lot of live Youtube videos where he speaks on different issues some which may have little to do with battle rap culture. This keeps him in contact with his tribe.

You may do it differently. Do what feels easy.

2.  Record and edit footage of some studio sessions and post pictures of work in progress frequently. It makes people aware that you are an artist. There are many times I've been shocked upon learning that certain Facebook friends were in fact rap artists or beat makers.

Nothing they post on Facebook had ever made it clear off the bat that they do so. How would I ever have known?

3. Invest in at least one premium music video. It sets you apart from hobbyists (unless your brand is centered around being viewed as a hobbyist). Apart from the fact that visuals make you stand out another truth is if they are handled well they make people take you more seriously.

You must note that in present day, a lot of people rap. There is nothing unique about doing music because everyone claims to do it. So the threshold for being taken seriously is higher than many years ago.

4. Start a website with a well updated blog. Domain names and hosts are so cheap, you can skip lunch for 3 days and pay them for all year. Just like I said in the previous point. The threshold for being taken seriously is higher.

5. Actively send press releases of your music to as many outlets.

6. Do Facebook ads on content that brings awareness to your brand (this may even include actual tracks)

7. Submit for awards and contests in your category.

8. Be you. Make sure while you do so, nothing conflicts with your value system. Your value system is etched in your brand identity, so whilst you are encouraged to take most opportunities be wise not to take any contradicting ones.

In Conclusion

Do not only read and nod to most of the article. Find time to practice what you can immediately implement. If any aspect of what I have said is still beyond your means start with whatever is available to you.

Last but not least, please share this post into groups and on social media so that others can benefit.

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Feel free to leave a comment or question.