Surviving the 'Enshittification' of Social Media: Tips for Music Marketers and Indie Artists

I recently found this interesting article, "The 'Enshittification' of TikTok," by Cory Doctorow about how digital platforms tend to get worse over time for users and businesses that advertise on them. The term "enshittification" might sound a bit harsh, but it accurately describes what many of us experience with these platforms. But why is this especially important for us in the music marketing industry?

The article explains how platforms often start off great, offering a lot of value to users. Over time, however, they begin to prioritize profits over user experience. This leads to a decline in the quality of the service, making it less enjoyable and useful.

For us in the music and marketing world, understanding this pattern is crucial. When platforms shift their focus from providing value and connections to squeezing out profits, it impacts how you reach and engage with your audience. Algorithms change, ad costs rise, and organic reach declines, making it harder for us to connect with fans and promote your work.

This trend is especially tough for independent artists. Many create content that relies on reaching new audiences and building a loyal fan base through these platforms. As these platforms become more profit-driven, it can limit your ability to get your music and message out there. The algorithms might favor bigger names and paid promotions over organic content from smaller artists.

So what can you do as an indie artist, venue, or fellow music marketer? Here are some social media tips for music marketers and indie artists:

1. Build Direct Connections with Fans: Use email newsletters to create a direct line of communication with your audience, ensuring that you can reach them regardless of changes on digital platforms.

2. Engage on Community-Driven Platforms: Platforms like Reddit, Discord and Facebook Groups that prioritize community engagement over profits can offer more sustainable ways to connect with your audience.

3. Have Your Own Website: Having a dedicated website gives you control over your content and how you engage with fans, free from the whims of changing algorithms.

4. Explore Multiple Channels: Diversify your presence across various social media sites, especially new ones, to avoid over-reliance on any single platform.