Finding the metrics that matter
Finding the metrics that matter
Discover why follower counts and stream numbers fail to measure true fanbase growth.
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Let’s dive into today’s topic:
Finding the metrics that matter
Discover why follower counts and stream numbers fail to measure true fanbase growth.
Why it matters
The music industry seems fixated on metrics such as an artist's number of followers and streams. These metrics are used everywhere, including promotional texts announcing artists at festivals.
However, music is not a competitive sport, and these ‘vanity metrics’ are of limited use in developing strategies for growing an artist's fan base.
Instead, artists should concentrate on actionable metrics that measure human behaviour and actions. These metrics are more challenging to track but provide valuable insights into how people engage with artists.
How it works
Here's a breakdown of the key distinctions between vanity metrics and actionable metrics:
Vanity metrics
Easily monitored but lack depth and context.
Make people feel awesome and are used to impress others.
Susceptible to manipulation and don't inform decision-making.
Actionable metrics
Measure tangible fan actions and behaviour.
Provide actionable insights for growth strategies.
Require more effort to track but offer valuable insights.
Vanity metrics for artists - examples
Streams include unintended streams; for example, listeners might not know who’s playing when hearing background playlists such as ‘Coffee House’.
Views are easily boosted by campaigns in countries with cheaper advertising.
The elephant in the room: Followers can be bought artificially.
PR placements: Sometimes purchased for visibility.
Actionable metrics for artists - examples
Ticket Sales
Watch Time on YouTube
Streams from Active Sources in Spotify for Artists
Newsletter Opens
Shazams
Yes, but..
While actionable metrics provide deeper insights, gatekeepers such as talent bookers, A&Rs, and managers make critical decisions based on vanity metrics.
Therefore, artists should acknowledge the role of vanity metrics as a branding tool for market visibility and prioritise actionable metrics to measure their fanbase growth. Also, never buy followers.
Take action now
Artists could devise an actionable metric, find a way to track it consistently and improve it over the following months.
Your thoughts
What are your favourite actionable metrics? We’re eager to hear your experiences and insights. Join the conversation and engage with hundreds of artists, creators, and industry professionals in the comments.
Further reading
Vanity Metrics vs Actionable Metrics: What’s the Difference and What To Track in SaaS? (Userpilot)
Metrics That Matter (Amber Horsburgh)
How to measure success on SoundCloud — performance indicators and vanity metrics (Philipp Langhans)
Source of streams (Spotify for Artists)
Why ‘Total Likes’ is an excellent TikTok metric (The Fanbase Builder)
How to get insights from Shazam (The Fanbase Builder)
How to use pirate metrics to set up a fan journey (The Fanbase Builder)
How artists can find the one metric that matters (The Fanbase Builder)
Set up a basic data report in 30 minutes (Artist Lockdown Challenge)