Quality versus Quantity: Two content strategies for artists
A simple, yet impactful decision
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Let’s dive into today’s topic:
Quality versus Quantity: Two content strategies for artists
Artists face an overwhelming number of content options. Let’s keep it simple: Choosing between quality and quantity can be a pivotal strategic decision.
Why it matters
Most artists begin strategising their content approach as they learn more about marketing and develop their brand. A great and straightforward strategic choice for content strategy is prioritising quality or quantity in content creation.
Understanding this distinction helps artists strategise their content creation more effectively and align it with their overall brand goals. It’s a simple yet impactful decision that affects everything from resource allocation to audience expectations.
How it works
At a high level, I see two types of content strategies:
Quantity-first content strategy:
Making sure that every time people grab their phone, they see new content from the artist.
Create many short-form content pieces, such as stories and tweets/threads.
Jumps on (TikTok) trends to maintain relevance and visibility.
Multiple posts per day across platforms.
Rapid release content that prioritises frequency over perfection.
Builds algorithmic momentum through consistent engagement.
Quality-first content strategy:
Thinks more in terms of releases instead of posts.
One larger, polished, content piece supported by repurposed content promoting the piece.
Examples: Long-form YouTube video, high-quality Reels/TikTok, long-read text item, podcast.
Have long periods of no posts between major content releases.
Perfectionist content with high production values.
Focuses on creating memorable, shareable experiences.
Yes, but..
Content strategies cannot be copied and pasted between artists. What works for one artist may not be the holy grail for another. Each artist needs their own strategy for growth based on their unique circumstances, audience, and goals.
Some successful artists adopt hybrid approaches—leveraging quantity-based strategies on specific platforms (like Instagram Stories) while employing a quality approach on others (like YouTube). The best strategy often evolves as the artist grows their following and resources. Keep in mind that most larger artists collaborate with larger teams.
It's also worth noting that the strategic choice impacts the medium, and vice versa. TikTok rewards frequent posting, while platforms like YouTube tend to favour higher-quality, longer-form content.
Take action now
Artists could start by assessing what works for them when deciding between quantity- and quality-first content strategies:
How much time and resources can be allocated to content creation?
Which approach aligns better with the artist's brand?
Which creative skills can be leveraged (writing, video editing, photography, etc.)?
Is the artist comfortable with rapid releases, or must everything be perfect?
Your thoughts
Further reading
Do you post or do you RELEASE? (Metalabel)
What artists should keep and leave in 2025 (The Fanbase Builder)
Why artists should focus on what they can control (The Fanbase Builder)
Why sign with a label? (The Fanbase Builder)
Why artists should select their platforms with care (The Fanbase Builder)
Generate eight new content ideas in eight minutes (The Fanbase Builder)
How to develop a content strategy using a model for YouTubers (The Fanbase Builder)
Artists should work with creative people, instead of hiring marketing gurus (The Fanbase Builder)