Your social media followers miss almost everything you post

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In a recent newsletter titled “Backstage” (which went out to 10,000+ email subscribers) Tegan from Tegan and Sara wrote about putting out a live album. Maybe release it on vinyl, CD, and cassette, “with a booklet with photos from the tour.”

Then goes on to say:

“Maybe we should hold some stuff back, I suggested, and keep the stories and recordings and photos for that. It would be nice to have images and videos that no one has seen. For social media, for the booklet. Right? Or maybe it doesn’t matter; we share so much content (we = everyone) at this point, who even remembers what’s been posted and hasn’t?”

As I’ve been saying for years, re-use photos from social media in your newsletter because most of your followers never saw them.

The Tegan and Sara Instagram has 470,000 followers, and the last nine posts got an average of 3,444 likes, meaning 0.7% of their fans liked any one of those images.

Two of those posts have over 100 comments. That’s 0.213% of their fans that left a comment, and that’s on a good day.

Mind you, Tegan and Sara are a Grammy-nominated indie pop duo who’ve been making music for over 25 years.

I’m not saying don’t be on social media (well, maybe I am); just lower your expectations of actually ever reaching 10% of your followers.

Understand that posting an IG Reel to your 3,500 Instagram followers will probably be seen by just 250 people, and if 1% click a link, well, that’s a solid two people that might see your offering.

A friend of mine deleted his social media accounts in 2017 or so. He’s played drums for 30+ years; that’s all he wants to do, be a musician.

He joined some bands he found on Craigslist, did some recording gigs with friends on the internet, played a lot of local shows, learned a lot of covers, and made a few bucks.

He just wanted to play drums, you know?

We talked on the phone recently, and he told me of a “secret” group he’s in, with a bunch of other local musicians. They meet once a week and jam and hang out.

This didn’t happen overnight, but now my friend is in multiple local bands, and playing drums all the time with great people. He’s never been happier.

All without a Twitter account or posting crowd shots on Instagram stories.

This is what I meant when I wrote, ‘Social media loses power when we build community in other places.’

Tegan and Sara were here before social media, they’ll be here when it’s gone.
The creator economy existed long before Zuck and Musk showed up.
There was a time when we didn’t speak of our work as “content.”

“Make cool stuff, show it to your friends,” says Rick Rubin. Friends, family, fans. You get the idea.

But if a platform doesn’t let you show your cool stuff to your friends, ask if it serves you anymore. If not, it might be time to rethink things.

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I’m Seth Werkheiser, and almost 100 people have subscribed to this newsletter since last week, without me posting a single link on Twitter, Instagram, Facebook, or LinkedIn.

This newsletter is part magic, part machinery. Check out my Guidance page to see how I can help you with either (yes, for free mostly), or just get in touch via DM or email (hey@sethw.xyz)