Does Social Media Really Matter for Artists and Creatives? (Copy)

For today’s artists and creatives, social media often feels like a non-negotiable. You’re told that if you want to “make it,” you need to post consistently, grow your following, go viral, and stay in front of your audience at all times. But does social media really matter if you’re trying to build a financially sustainable creative career?

The short answer is: yes, but not as much as you think—and definitely not in the way most people use it.

At Spotlight Advisory Group, we work with musicians, artists, and creatives who are trying to build a life where they can create full-time. One of the biggest mistakes we see? Investing massive time and energy into growing a social media audience with no clear plan to convert followers into real revenue. Let’s unpack the truth.

Social Media Is a Tool—Not a Business Model

First, let’s be clear: social media can be incredibly useful for visibility. It’s one of the easiest ways to reach a global audience, build brand awareness, and promote new work. For example, if you’re a musician with a new single or tour, platforms like Instagram, TikTok, and YouTube can help you spread the word and attract new fans.

But here’s the problem: visibility alone doesn’t pay the bills. For most artists, more followers don’t automatically translate into more income.

If you’re a musician, social media might help you boost streams on Spotify or Apple Music—but those streams typically pay fractions of a penny. Thousands of plays might get you a few dollars. And unless you have a massive audience, brand sponsorships and influencer deals are rare and often short-term.

We cover more about the real financial traps of chasing traditional industry success in “Do You Need the Music Industry to Succeed as an Artist?”

The Better Bet: Monetize Through Real-World Engagement

 If your goal is financial freedom as an artist, your strategy needs to go deeper than follower counts. Social media can be a powerful amplifier—but only if it’s driving your audience toward something more valuable.

1. Promote Live Performances

For most musicians and performing artists, live shows are still where the real money is made. Whether it’s ticket sales, venue guarantees, or tips, live performances offer direct and immediate financial return. Use social media to promote your shows—not just for likes, but to get people in the room.

If you’re not sure how to begin booking yourself, check out “How to Be Your Own Booking Agent” for a step-by-step guide.

2. Grow Your Email List—Not Just Your Following

Unlike social media algorithms, your email list is something you own. It’s your direct link to your fans. You’re not competing with trending sounds or having to post multiple times a day. And more importantly, email converts. People on your list are more likely to buy concert tickets, merch, or special access passes.

This is how you begin building a fan funnel—a path that takes casual followers and turns them into committed supporters and, eventually, super fans. These are the people who will show up for you again and again.

We talk more about fan monetization and building authentic audience relationships in “Reality Check: If You’re an Artist, You’re Also an Entrepreneur”.

3. Create a Merch Strategy That Makes Sense

When paired with a strong mailing list and show schedule, merchandise can become one of your biggest income sources. T-shirts, vinyls, posters, or limited-run items tied to your brand or message give fans something to connect with—and you something to sell.

Merch is also one of the few income streams where you set the price and keep most of the profit. But again, just promoting merch on social media won’t move the needle unless you’ve built a strong relationship with your audience.

The Trap of Vanity Metrics

Here’s the truth no one wants to say: If you’re spending all your time growing your audience with no plan to monetize it, you’re doing it for vanity—not for business.

Chasing likes, follows, and views feels productive, but it often replaces the deeper, less visible work of building sustainable income streams. Social media becomes a full-time job that rarely pays full-time wages.

If this sounds familiar, we highly recommend reading “I Have No Financial Assets—Why Do I Need a Financial Plan?”. It breaks down how creatives—even without money—can use strategy and planning to build toward true financial freedom.

Final Thought: Social Media Is the Megaphone—Not the Message

Social media is not the problem. The problem is treating it like the end goal, instead of the amplifier it’s meant to be. When used intentionally, it can help you tell your story, attract new fans, and promote meaningful offers. But without a clear strategy to convert attention into income, you’re just shouting into the void.

Want to build a business around your creativity that actually sustains you? Let’s talk. Book a free discovery call and we’ll help you design a roadmap that connects your art, your audience, and your income.