Is Social Media Changing for Unsigned Bands and Acts?

While Facebook still claims the crown in social media usage across Western markets, whispers in the digital alleyways hint at a different story. With Gen Z deeming the platform as somewhat passé, Facebook's resonance seems to be fading among the younger, trendsetting demographics. But what does this shift mean for the rhythm of music and music marketing?

Authored by Hanna Kahlert from MIDiA Research, this analysis strums through the strings of social media trends. Facebook, once a hub of vibrant interaction, now plays its tune more resonantly among the over 35s, with a staggering 75% engaging weekly. The younger crowd, however, seems to be tuning into different frequencies, with platforms like Instagram and TikTok setting the pace for the 20-24 and even younger age groups.

Instagram, swinging in rhythm with younger demographics, appears to be facing its own crossroads. Initially the stage for millennials, the platform now echoes patterns reminiscent of Facebook's earlier days. Content is changing, social interactions are dimming, and the overwhelming presence of ads is turning the platform into a billboard, rather than a social hub.

But as younger generations seemingly retreat from the traditional social media stages, where are they setting up their new platforms? It's not just about migrating to other popular apps like TikTok. The shift is more profound. Today, platforms like Discord, Snapchat, and direct messaging services are the new concert halls for personal interactions. Moreover, a trend back towards the tangible, the analog, is emerging. In a digital realm saturated with advertisers' tunes, genuine culture is becoming a rare find.

What does this mean for the music industry and musicians navigating these shifting sands? The key might lie in embracing authenticity and focusing on meaningful engagement rather than just digital visibility. Classic genres are resurging, and hobbies like Dungeons & Dragons and Magic the Gathering, though they have digital versions, are finding their core in the tangible, offline world.

The lesson here is clear: In a digital landscape that's ever-changing, music and entertainment must seek harmony in authenticity and longevity. Engaging with the audience now means understanding these evolving platforms and, more importantly, resonating with the genuine, lasting connections that people are yearning for in the fast-paced digital age.

For musicians and industry professionals, this shift isn't a swan song for social media, but a cue to tune into deeper, more meaningful ways of connecting with their audience. The stage is set, and the audience is listening, perhaps not through the expected channels, but with a keen ear for authenticity and a heart for the timeless.