💡✍️ADN #129: How and When to Care about Social Media

Social media is the best worst thing that’s ever happened to artists.

It’s a free digital billboard.
It’s a full-time second job.
It’s a dopamine slot machine.

Before you lose another Tuesday “tweaking your TikTok strategy,” let’s get clear on what actually matters:

Step 1: Worry About the Right Things First

Before you stress about your follower count, ask:

• Is your music good?
  (If not, no hashtag will save you.)
• Are you consistently making and finishing things?
  (Songs. Videos. Projects. Momentum.)
• Do you know who you’re for?
  (Hint: not everyone. Build a tribe.)

If you don’t have those three locked, posting every day is just putting more gas in a broken car.

Fix the engine first.

Step 2: Set Up Your Billboard

Once you’re ready to share, don’t overthink. Just make sure your setup is solid.

Your must-do checklist:

• Link in Bio
  One link. Clear action.
  Drive people where you want them to go.
  (Music, email list, merch — not a maze of links.)
• Who You Are (Your Bio)
  Your bio = your billboard.
  Keep it to 3 things:
  ➝ What you make
  ➝ Who it’s for
  ➝ Where to start
  Example: “Indie pop anthems for your mid-20s meltdown. New single out now.”
• Pinned Posts
  ➝ 1 origin story/intro
  ➝ 1 latest offer (new song, project, merch)
  ➝ 1 best-performing or most engaging piece of content
• Visual Identity
  Pick a vibe and stick to it.
  Recognizable > Perfect.
• Capture > Chase
  Drive real fans to something you own.
  (Email. SMS. Private group.)
  Algorithms are rented space.

Step 3: Care About Consistency (But Be Smart About It)

Consistency matters. But cadence depends on your season.

You’re either in a:

• Build Season (creating, writing, recording)
• Launch Season (releasing, promoting, selling)

And each requires a different rhythm.

Build Season = Journal Mode

Treat your social like a journal, not a campaign.

➝ Share moments
➝ Share thoughts
➝ Share what you’re building

You’re inviting people inside the story, not shouting at them.

Cadence:
➝ 1–3 posts per week
➝ 1–2 Stories per day

Think of it like sending postcards while you build something meaningful.

Launch Season = Amplifier Mode

When it’s time to release.
Now your feed becomes a megaphone.

Cadence:
➝ Daily posts
➝ Multiple Stories per day
➝ Pre-plan 2–3 weeks of content so you’re not scrambling

Focus:
➝ Loud, clear messaging
➝ Repeat yourself
➝ Drive people to one main action

What Happens If You Stop?

Nothing… if you’re strategic.

You don’t owe social media your soul.
You owe your audience clarity:

➝ Where you are
➝ What you’re working on
➝ When they should show up

Missing 3 days? Fine.
Disappearing for 6 months with no context? Not fine.

Minimum Viable Social Calendar

If you only do this, you’re still ahead:

Every Week:

• 1 journal-style post (behind the scenes, thoughts, process)
• 1 credibility builder (wins, testimonials, shows)
• 1 participation invite (polls, questions, sneak peeks)

Every Day:

• 1 Story (even if it’s just a lyric, a sunrise, or a thought)

Simple. Sustainable. Real.

Bottom Line:

Post enough that your billboard is lit up.
Journal enough that people care when the lights get bright.

And remember:

You’re not posting to win the internet.

You’re posting to build a lasting career with a loyal audience supporting your story.

See you next Sunday,
Neil