A Guide To Converting Fans Into Paying Subscribers

Amassing a following on streaming services and social media is a great first step for artists, but being able to take those fare-weather fans and convert them into paying subscribers and long-term superfans is key to the longevity of your career.

Guest post by Randi Zimmerman of the Symphonic Blog

So your fans are streaming your music and jamming away… Great! But what if you want more? Super fans will support you through thick and thin. Fostering deeper connections with your audience is a smart way to foster a stronger fan base you can lean on throughout your career. Whether it be with a paid newsletter, exclusive merch, or a VIP subscription service, here’s how to convert casual fans into paying subscribers.

Offer Something Worth Paying for

You have to think about what other artists in your genre are offering. For example, lots of artists offer early access to a new song, but if the song is going live to the public a couple weeks later, it’s not necessarily worth paying for in advance. Offer something uniquely exclusive, because everyone likes to feel special.

For example, you could start by simply mentioning your new subscription in an Instagram story. Mention an exclusive community that gets special treatment, for example: “… And we did a private concert for five of our fans, it was amazing… We even played them one of our unreleased songs.” Or offer other things like:

• Online concerts
• VIP virtual hangs
• Features on social media (Instagram Live, Twitter shoutouts, etc.)
• Access to unreleased music
• Behind the scenes content
• Autographed merch

Exclusive shit sells. Get creative with it! Think about things you’d want from your favorite artist and go from there.

Run Targeted Ads

Great advertising is a magical thing. Running targeted ads towards your current fanbase is a great way to reel in those who are already the most interested in your work. Check out these resources to get started…

• Instagram Ads for Musicians
• YouTube Ads for Musicians
• How Spotify Ad Studio Works and Why You Should Use It

Loyalty goes a long way. Give back.

Being a part of a community is a feeling like no other. Feeling connected and heard by your favorite artist is worth a subscription any day. When you get a new subscriber, do something special for them to show you care. Give back by promoting your subscribers on socials. Anything to create a personalized and thoughtful experience will do.

• You could try something on social media like, #followbackfridays, where you follow back everyone who subscribes to your service that day. (That doesn’t mean tagging everyone in one post, by the way. There’s nothing personal about that.)
• Record personalized thank you videos for subscribers via Twitter or Instagram.
• Invite a couple fans to join an Instagram Live with you.

It’s important to show your subscribers how thankful you are for their patronage and actually put in the work. Because without them, where would you be?

Have a Social Media Strategy

Promoting your new service on socials is the best way to stay on top of everyone’s minds. Just don’t overdo it. Don’t harass your followers with a million posts a day begging for their interest. Keep it casual but consistent. Be engaging.

Having a great CTA works wonders, but you don’t want to overwhelm your audience. When in doubt, a simple “here’s what I’m doing, here’s why it’s awesome, and here’s why you’ll dig it” should do the trick..

Just be consistent, offer something they can’t wait to get their hands on, and always be yourself. Your fans will see your spark and naturally want a part of it. You got this.