FOUR THE WEEKEND: SEE HOW CHURCH ROAD RECORDS REUSED A SOCIAL MEDIA POST

Save time and put some of your social content into an email newsletter

Photo by Stas Knop

You should be reusing your already-written social media posts for your email newsletter.

The Instagram post (above, left) is from December 15, 2022.
The email newsletter (right) is from December 16, 2022 - the next day.

Church Road Records has 5,587 Instagram followers.
That post got 143 likes, and three comments.
Add those up and divide by the number of followers, and that’s a 2.6% engagement rate.

Engagement rate means someone did something - liked, shared, left a comment, or clicked a link.

Now, let’s assume they have 1,000 email subscribers, and let’s pretend only 100 people opened the email (I bet it’s more).
That’s still a 10% open rate.

I’ll take 10% over 2.6%, thanks.

“I'm wondering if another social media network is really the answer we need.” (Repurposed from my Twitter!)

We’re all posting to social media, just trying to get people to our store, buy tickets, and sign up for our email list.

AND MOST OF OUR FOLLOWERS NEVER SEE OUR POSTS.

Think about it; if you “only” have 1,000 email subscribers, and “just” 10% open your email, it’s still more effective than spending hours of social media “engaging” and posting, trying to hit 5,500 followers just so less than 3% of them will interact with your posts.

Like I wrote over a year ago in FIGHT FOR THOSE EMAILS:

You know all those Spotify Wrapped images that were being shared on socials this week? Well, people who don’t follow you on social didn’t see them, so why not send those Wrapped images to your email list?

It’s a great way to bolster your love for your fans, too. Set up a 20% discount for your store and include that with your thanks email and see what happens.

You’re already spending hours every week on social media. Take 15 minutes and reuse that social media content fore your email list, include a clear “call to action” like BUY THIS RECORD, and watch some magic happen.

1. Scroll through your old social media posts. Find something that “did well” (got a bunch of likes or comments), and send it to your email list.

2. Set up your “link in bio” and use it on your social media platforms (I started pushing my “link in bio” in October and it sent almost 50 clicks to this newsletter and has been my 2nd biggest driver of email sign ups).

3. Buy a domain name. Set up a website. Don’t leave your online presence to tech-bro start up platforms that can disappear overnight.

4. Set up a discount / special in your online store to run through the end of the year.

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ANTI-SOCIAL

A vulgar display of confirmation-biased articles:

• Facebook reach down on your pre-orders and tour announcements? Well, it’s alleged that “Facebook actively fueled ethnic violence in Ethiopia's civil war by prioritizing hateful and dangerous content, then not moderating that content fast enough, or sometimes at all, says a new lawsuit filed against Meta,” according to NPR. Like I said, ‘Social Media Companies Don't Care About Your Pre-Order.”

• Better late than never, I guess; Instagram rolls out a page “to support accounts that are experiencing access issues or may have been hacked.”

• Use Twitter Spaces for fan engagement? Oops, they went down the other day.

Seriously, though, if social media is your thing, Amazon’s Amp is hiring a Head of Social Marketing.

LISTEN UP

'Meridian' from EYRTH is cold and bleak, just like winter. Thanks to Bryan from

As The Story Grows

for this one.

Let me help you with your Social Media Escape Plan; I’m always down to riff and help you reach your audience directly. Hit reply, leave a comment, shoot me an email (sethw@sethw.xyz). And make sure you’re subscribed so you don’t miss any of these newsletters!