The state of social media is at emergency levels. With the United States taking control of TikTok and social media terms of services getting more and more invasive, I’m stepping up my efforts by doubling down on helping music artists funnel their fanbase and start to get their fans OFF of social media. With this being said, we are going to continue to talking about the fan journey in Skool and I’m sharing with you, my personal content strategy for independent music artists in 2026. This framework has not only helped my clients but also helped me hit Substack #45 Rising in Music, get 52% email open rates where the industry standard is 15-20%, and grow across TikTok, YouTube, and podcasting in 2 weeks. You can copy this strategy today.
Let’s start with where everyone gets it wrong.
Every platform has a job. They are not all the same.
Most artists post the SAME content everywhere, but each platform needs DIFFERENT content based on its respective role.
TikTok/IG/FB Reels: Discovery
The algorithms that work TikTok and Meta’s (Instagram and Facebook) reels are all about getting discovered. The billions of users on these platforms come to consume multiple pieces of short form content so use them to get new eyes on you, your next project, or release.
YouTube: Search + Discovery
Though YouTube is doing a phenomenal job with short-form content via its Shorts offering, the platform still reigns supreme when it comes to long-form, evergreen content. Driven by search, the platform’s algorithms are backed by one of the world’s most powerful search engines, Google. What you post here is always relevant. Use what the world is searching for to get eyes on your YouTube Shorts and then use that short-form content to drive users to your longer form videos.
Email/Text: Relationship Builder
When you get your fans off of social media you stop yelling into a void and your efforts meet their return on investment. It is thorough channels like email and text, where you strengthen your fan relationships. Here, you get direct access to the fans and followers who really want to hear from you—with no messy algorithms to decide whether or not what you create needs to be seen or heard. Use these channels to reward fans for that access: share your thoughts, pre-releases, never-before-seen content/footage and exclusives with them.
Community (Skool/Discord): Conversion + Retention
This is your tribe. These are the fans and followers who are going to do the most and spend the most with you. The relationships you have in your community should be rewarded with even more exclusivity and access. Starting small is okay! Share your thoughts here first. Give them a deep look into your creative process. Let them see the entire EP process. Go live in your communities even if it’s just to one person. These real people will reward you for it by showing up for you, spending with you, and supporting you.
Content Pillars
I have three content pillars for Think Like A Manager. Every piece of content I create fits into one these pillars:
* Education
Content to teach them something.
* Reels/TikTok: Tips and soundbites
* YouTube: Deep-dives and breakdowns
* Email: Write ups, my thoughts and guides
* Industry Insights
Content to keep them informed
* Video breakdowns of subjects affecting music artists
* Podcast episodes on current music business events
* Manager’s Notes on what’s happening
* Community Building
Content to make them feel seen
* Answer their questions publicly
* Feature their wins
* Create spaces for connection
The Funnel
Remember with funnels, your goal is to move your customer/fan/follower through the funnel. Here’s how content moves people through my funnel:
Stage 1: Discovery (TikTok/IG/YouTube Shorts)
* Hook your audience in first 3 seconds
* Deliver value in 60-90 seconds
* CTA (call to action): ‘Full breakdown in bio’ or ‘Link for full strategy’
Stage 2: Depth (YouTube Long-Form/Podcast)
* 15-25 minute deep dives
* Show expertise and build trust
* CTA: ‘Join free community for more’
Stage 3: Capture (Email/Substack)
* Weekly newsletters
* Exclusive content
* CTA: ‘Upgrade to premium’ or ‘Join paid community’
Stage 4: Conversion (Skool/Community)
* Daily engagement
* Implementation support
* CTA: ‘Book 1-on-1 services’ or ‘Upgrade to premium tier’
How This Works IRL
Let me show you an example of how this work for you:
* Short form (60 sec): ‘My merch blank order has arrived’ open box video
* Result: Drives to YouTube
* YouTube Long (20 min): Full unboxing, showing your audience each design that will go on the merch and the inspiration behind the designs, with a tease of part 2 ‘heat pressing and final reveal’
* Result: 113 views from SEARCH in 7 hours
* SMS: A message with your YouTube thumbnail and a link to the video letting your subscribers know the box has arrived and they will get first dibs on orders on Wednesday
* Result: 99% open rate and followers ready for pre-order
* Community Post: ‘EastSide Merch is On It’s Way’ with a special limited run design for EastSide Wayz community members available for pre-order immediately
* Result: Engagement, retention, and pre-orders
That was ONE topic on FOUR platforms and each piece has a different job.
That’s the strategy.
You can copy this framework:
* Choose 3 content pillars
* Assign each platform a role
* Create content for each stage of the funnel
* Repurpose ONE topic across platforms
Don’t post the same thing everywhere and don’t try to do everything.
If you want help implementing this, I teach the full system in Think Like A Manager. Its a free community, with premium curriculum, and weekly calls.
Here is the link to join.
Now go think like a manager and get your fans off of social media!
Peace!
Get full access to Think Like A Manager- For Indie Music Artists at teeteethemanager.substack.com/subscribe
