ARTISTS FOR INSPIRATION
Key female artists who have great examples of short-form content on their page that we can draw inspiration from, and use as learnings on what would work for you in the absence of previous performance data.
These are our content pillars for short-form - 90% of day-to-day content should fit within these, with the exception of special cases, such as releases or testing something super out there / new.
This is primarily so that we grow recognition of you doing these specific types of content, meaning there’s more continuity in the touchpoints for users before engaging with a 2nd or 3rd post from you / deciding to follow you on TikTok, Instagram or YouTube.
ORIGINAL MUSIC
Original music presented in a variety of ways. Doesn’t all need to be ready to release / planned for release, it’s more about teasing songs and seeing which ones resonate.
This also makes for fantastic social A&Ring on records, informing release strategy to an extent.
Once new original music is geared up for release, the campaign will fit in this pillar too.
EXAMPLES
COVERS OF OTHERS’ SONGS
Covers of other songs are really beneficial to our wider content strategy, because they present audiences with something they’ve already got a degree of familiarity with. It’s a warm element to an otherwise completely cold post.
Especially as we need to capture attention quickly on social, hooking them in with a song they’re familiar with increases the user’s retention and makes them to pay attention to CETTY’s cover. It’s about creating a sense of connection and familiarity
The reaction we want to invoke from a user is - "I like this song and the artist who wrote it, she’s got a great voice and this song I like sounds great performed by her. I will probably like this new artist’s other songs and covers since they’re covering an artist I’m a fan of."
EXAMPLES
STUCK IN DAY JOB, AND WANT TO DO MUSIC FULL TIME
The appeal of this pillar consists of multiple parts.
- Relatability - hitting cultural cartography goals like ‘this is me’, ‘so real’ etc.
- Becoming part of the journey - pulling fans in by making them feel part of your success - without them engaging etc you wouldn’t be doing music full time. Make them take the early action where they can look back and realise they were part of the journey.
- Personality - bringing people into the struggle of not working your dream yet, and a chance to inject personality into the on-screen text. Working in finance is trending on TikTok too, so there’s a wide knowledge about it right now (eg. Man In Finance remix).
- Content Diversification - a change of scene from the studio / singing / music videos, which helps to keep content feeling fresh.
EXAMPLES
LIFESTYLE / GENERAL
Lifestyle / General content can encompass a lot of different types of videos, but the common strand between them is that the vast majority will be aiming fill up the top of our funnel - generating views which fill up the algorithm distribution pool, and start to bring in eyeballs for CETTY.
Initial ideas for CETTY include:
- Funny dating stories
- General life yabberings
- General life
EXAMPLES
