Social Media Strategie

MOC - Map of Content

Übersicht

Social Media ist ein kritisches Multiplikator-Tool für Breakout's Launch, aber nicht der Primär-Wachstumstreiber. Viele Startups machen den Fehler, dass sie denken "wenn wir viral auf TikTok gehen, lösen wir alle Probleme." Die Realität: Social Media ist 15-20% des Wachstums, direkte Creator-Akquisition ist 40-50%.

Aber die 15-20% sind wichtig. Social Media erfüllt mehrere Funktionen:

1. Social Proof: "Schau, diese Plattform ist real – Menschen nutzen sie"
2. Creator Seeding: Wenn Creator sehen dass Breakout auf TikTok/Instagram viral geht, werden sie interessierter
3. Content Recycling: User-Generated Content (Sessions, Artist Reactions) wird zu Social Media Content
4. Community Building: Discord, Twitter Communities wo echte Diskussionen entstehen
5. Paid Ads Targeting: Social Media Ads können gezielt Creator und Artists rekrutieren

Diese Strategie fokussiert auf organic first, paid second. Wir bauen authentischen, wertvollen Content statt einfach nur zu pushen.

Plattform-Strategie: Multi-Channel Ansatz

Nicht alle Plattformen sind gleich. Jede braucht unterschiedlichen Content und hat unterschiedliche Ziele. Wir konzentrieren uns auf Platforms wo unsere Zielgruppe aktiv ist.

TikTok: Viral Moments & Short Clips (Primär)

Warum TikTok (für Breakout):

• Das Publikum ist jung (16-30), musik-obsessed, und loves Überraschungs-Momente
• TikTok's Algorithm bevorzugt authentische, nicht-overly-polished Content
• Music Discovery passt perfekt zum TikTok-Format ("Diese neue Artist hat mich überrascht")
• TikTok ist wo junge Creator und aufstrebende Artists Zeit verbringen
• Kurz-Form Video ist perfekt für Attention Spans

Content-Typen & Posting-Mix:

1. Reaction Clips (30% of posting): 15-30 sec

• Creator reacts zu neuer Artist
• Echt sein (nicht geschrieben, spontan)
• Hook: Überraschung, Lachen, tiefe Musical Analyse
• Beispiel: Creator hört hip-hop track, seine Augen werden groß, "Wait, who is this?"
• Text Overlay: "This artist just hit Breakout. €1.000 at stake."

2. Artist Success Stories (25% of posting): 20-30 sec

• "Before & After" Format
• Artist submittet ursprünglich, got feedback
• Artist improved, submitted wieder
• "Now competing in €1.000 tournament"
• Creates hope (if they can do it, so can I)

3. Breakout Moments (20% of posting): 15-30 sec

• "Artists A vs B – Who won the Leaderboard?"
• New #1 Artist announcement
• Qualified for Tournament celebrations
• Community voting moments

4. Creator Spotlights (15% of posting): 30-45 sec

• "Meet [Creator Name]" short interviews
• Why they host, their music taste
• Best session moments
• Link to their stream

5. Educational Content (10% of posting): 30-60 sec

• "How to submit to Breakout"
• "What creators look for in music"
• "How tournament qualification works"
• "5 Artists you should know"

Posting Frequency: 5-7x pro Woche (täglich ideal)

Engagement Strategy:

• Respond to all comments in first hour (Algorithm boost)
• Ask questions in captions ("What genre do you make?")
• Use Trending Sounds (aber musik-fokussiert, nicht random)
• Hashtags: #musicproducer #musicfeedback #indieartist #musicdiscovery #musicstreamer #unsigned

Metriken zu Tracken:

• View-Through Rate: >50% des Videos wird angesehen
• Shares & Comments: mehr als Likes
• Click-Through: wie viele gehen zu Breakout Link?
• Follower Growth: 50-100 pro Woche

Team Owner: 1 FTE Content Creator (ideally someone who understands music production)

Instagram

Warum Instagram: Ältere Audience als TikTok, aber noch Musik-orientiert. Stronger für Community Building. Instagram Reels sind TikTok-Like, aber mit zusätzlich Stories und Grid.

Content-Typen:

1. Reels (50%): Same as TikTok clips, aber mit mehr "Production Value"

   • Higher quality audio/video
   • Better editing
   • Subtitles/text overlays

2. Carousel Posts (20%): "Meet our Founding Creator" or "Artist of the Week"

   • Slide 1: Cool image + name
   • Slide 2-4: Bio info, why important, stats
   • Call-to-action: "Submit your music"

3. Stories (20%): Daily Activity

   • "Live now: Creator [Name]'s session"
   • "247 artists have joined. Are you next?"
   • "2 days until tournament"
   • Poll: "What genre should we feature?"

4. Grid Posts (10%): Aesthetic brand content

   • Breakout logo / brand visual
   • Tournament Poster
   • "The future of music discovery"

Posting Frequency:

• Reels: 3-4x pro Woche
• Carousel: 1-2x pro Woche
• Stories: Daily (5-10 stories/day)
• Grid: 1-2x pro Woche

Engagement Strategy:

• Engage with other Music Producers / Artist Accounts (follow, like, comment)
• Respond to DMs within 1 hour (algorithm boost, plus builds community)
• Use hashtags strategically: #musicproduction #independentartist #musicfeedback (max 30 hashtags)

Follower Acquisition:

• Ads: €500/month to Music Producer + Upcoming Artist accounts
• Influencer partnerships: Micro-influencers share our Reels

Team Owner: 1 FTE Content Creator (can overlap with TikTok)

YouTube

Warum YouTube: Long-form authority content. Music Discovery Topic ist gut auf YouTube. People actively search for "music feedback" "music streaming" etc.

Content-Typen:

1. Full Session Recordings (30%): Ungeschnitten oder leicht bearbeitet

   • "Creator [Name] gives feedback to 10 artists" (20-40 min)
   • High production value (good audio, camera angle, editing)
   • Searchable: "Music feedback", "Music production advice"

2. Creator Interviews (25%): 10-15 min interviews

   • "Why I started streaming music"
   • "How I discover new artists"
   • "What makes a good track"

3. Artist Journey Videos (20%): Case studies

   • "This artist went from 0 to tournament finalist"
   • "How to get feedback on your music"
   • Step-by-step tutorials

4. Breakout Platform Explainers (15%): 5-10 min

   • "How Breakout works"
   • "How to qualify for the tournament"
   • "Artist tips for getting discovered"

5. Montages/Compilation (10%):

   • "Best moments from January"
   • "Craziest artist reactions"

Posting Frequency: 1-2x pro Woche (Quality over Quantity auf YouTube)

SEO / Discoverability:

• Titles with keywords: "Music Producer Feedback LIVE - 10 Artists (Breakout Platform)"
• Descriptions: 500+ words with links to Breakout
• Tags: music, feedback, producer, artist, streaming
• Playlist: "Breakout Sessions", "Artist Journeys", "Creator Interviews"

Monetization: Enable YouTube Partner (after 1000 subscribers). Share revenue with Creator/Artists (50/50 split).

Team Owner: 1 FTE for recording + editing (dedicated role)

Twitter / X

Warum Twitter: Für News, Updates, Real-time Engagement, und Building Thought Leadership.

Content-Typen:

1. Live Updates (40%): Real-time during sessions/tournaments

   • "Session LIVE now with [Creator] and [Artist]"
   • "Just qualified! [Artist Name] is in top 50!"
   • Retweet wins/moments

2. Stats & Progress (25%):

   • "247/500 artists joined"
   • "€1.000 tournament happening in [X] days"
   • "New feature: [announcement]"

3. Thought Leadership (15%):

   • "The future of music discovery is community-powered"
   • "Why feedback matters more than algorithms"
   • Retweet industry news + Breakout angle

4. Engagement & Conversation (15%):

   • Respond to music industry discourse
   • "Hot take: [opinion on music discovery]"
   • Ask community questions

5. Job Postings / Team News (5%):

   • "We're hiring a Content Creator"
   • "New team member announcement"

Posting Frequency: 2-4x pro Tag (Twitter rewards consistency)

Engagement Strategy:

• Reply to every mention/RT within 30 minutes
• Follow music industry figures, streamers, creators
• Engage authentically (don't spam follow/unfollow)

Hashtags: #musicdiscovery #independentmusic #musicproducer #musicstreaming #indiemusic

Team Owner: 0.25-0.5 FTE (can be distributed among team)

Discord

Warum Discord: Community hub. Not "social media" in traditional sense, but critical for engagement.

Structure:

Server: "Breakout Community"
├── 📢 #announcements (Updates from Breakout)
├── 🎵 #sessions (Live session notifications)
├── 🎨 #showcase (Artists + Creator share work)
├── 💬 #feedback (Feature requests, bugs)
├── 🎧 #hiphop (Genre channel)
├── 🎧 #electronic (Genre channel)
├── 🎧 #indie (Genre channel)
├── 🎯 #tournament (Tournament-specific)
├── 🤝 #collaborations (Find collab partners)
└── 💬 #general (Off-topic discussion)

Activities:

• Bot notifications: New session + tournament updates
• Weekly "Artist Spotlight" (hand-curated from submissions)
• Mini-competitions: Vote for "Best Track of the Week"
• Creator AMAs: "Ask Me Anything" with Creators
• Community voting on features

Moderation: 2-3 Community Moderators (volunteers from early users)

Team Owner: 0.5 FTE Community Manager

Content Calendar Framework

Beispiel für Week 1 Pre-Launch:

Diese sind Guidelines, nicht Rules. Anpassung basierend auf Performance OK.

"Road to Tournament" Narrative als Content Series

Das Tournament ist unser größtes Event. Wir sollten es als Story-Arc behandeln:

Phase 1 (Week 1-2): "The Beginning"

• "We're launching Breakout"
• "Here are our founding creators"
• Tone: Excitement, possibility

Phase 2 (Week 3-6): "The Hunt"

• "Meet the artists"
• "See the submissions"
• "Artists getting feedback"
• Tone: Momentum, energy, competition

Phase 3 (Week 7-8): "The Qualifying Round"

• "Top 50 finalists are locked in"
• "Meet the tournament artists"
• "Creator jury spotlight"
• Tone: Prestige, official

Phase 4 (Week 9): "Tournament Week"

• Daily: "Artist [X] vs [Y] - Vote Now!"
• Live: Session clips from tournament
• Tension: "It's down to the final 3!"
• Tone: Drama, excitement

Phase 5 (Week 10): "The Winner"

• "We have a WINNER!"
• "Artist [Winner] takes €1.000!"
• Post-mortem: Lessons learned
• Tone: Celebration, gratitude

Creator-Content Leverage

Creator generieren Content. Wir sollten diesen Content repurposieren.

Mechanik:

1. Permission: Creator erlaubt Breakout, Session-Clips zu nehmen
2. Extract: Clips automatisch genieren (oder manuell best moments)
3. Credit: Always credit Creator + Artist
4. Cross-Post: TikTok, Instagram, YouTube Community
5. Tag Creator: @CreatorName zu ihrer Aufmerksamkeit
6. Support: Breakout boosted Creator's Content auf Breakout Accounts

Incentive für Creator: Mehr Visibility = Mehr Engagement = Grow Creator's own audience

Beispiel:

Creator macht Session mit Artist. Breakout extrahiert 3-5 Clips:

• 15-sec TikTok: Artist reacts to feedback
• 30-sec Instagram Reel: Creator's best critique
• 3-min YouTube: Full feedback exchange
• Twitter thread: Key takeaways

Alle gepostet mit: "@CreatorName @ArtistName 🎵 #Breakout"

Metrics & Tracking

Pro Plattform:

Conversion Tracking:

• UTM parameters: utm_source=tiktok&utm_medium=social&utm_campaign=prelaunch
• Breakout signup form field: "How did you find us?" (dropdown: TikTok, Instagram, YouTube, Twitter, Discord, Other)
• Monthly cohort analysis: "Signups from each platform"

Key Metrics Dashboard:

1. Reach: Total impressions/viewers across all platforms (monthly)
2. Engagement: Total likes, comments, shares (monthly)
3. Conversion: Signups from social / Total engagement (monthly conversion rate)
4. Cost per Signup: Ad spend / Signups from ads (if running paid)

Ziel: 10-15% of Monthly Signups from Social Media

Budget Considerations

Organic (No Ad Spend)

• Team Cost: 2-3 FTE Content Creators = €2.000-3.000/month
• Tools: Descript (€15/month), Canva Pro (€13/month), Buffer (€35/month)
• Total: €2.200-3.100/month

Expected Output per month:

• TikTok: 20-25 posts = ~500k views
• Instagram: 12-15 posts = ~50-100k views
• YouTube: 4 videos = ~10-20k views
• Twitter: 60+ tweets = ~100k impressions
• Discord: Daily activity = 200-500 messages

Organic + Paid (Small Budget)

• Organic Cost: €2.200-3.100/month
• Ad Spend: €500-1.000/month
  • €250 TikTok ads
  • €250 Instagram ads
  • €0-500 YouTube ads (optional)
• Total: €2.700-4.100/month

Expected increase from Paid:

• +50% more reach
• +20% more conversions (paid converts better than organic)

Collaboration with Creators & Artists

Creator Content Loop:

1. Creator hosts session on Breakout
2. Breakout team clips the session
3. Clips posted to Breakout social (TikTok, IG, YT)
4. Clips tagged to Creator's account
5. Creator sees the post, shares with their audience
6. Creator's audience comes to Breakout
7. Cycle repeats with more scale

Artist Content Loop:

1. Artist submits track on Breakout
2. Creator gives feedback during session
3. Breakout clips the feedback
4. Artist shares clip on their TikTok ("I got feedback from [Creator]!")
5. Artist's followers see Breakout
6. Some follow artist to Breakout
7. Cycle repeats

Both loops are self-perpetuating if managed correctly.

Contingency: If Social Metrics Stall

Falls nach 3-4 Wochen die Social Numbers nicht wachsen:

1. Pause organic investment: Reduce to 1 FTE (cost savings)
2. Shift to Paid: Increase ad budget to €1.500-2.000/month
3. Influencer Partnerships: Contact 10-20 micro-influencers (10k-100k followers)
   • Reach: 10-20 pieces of user-generated content + audience
   • Budget: €2.000-5.000
4. Reddit Outreach: r/makinghiphop, r/musicproduction (organic)
5. Email Outreach: Direct to music blogs, podcasts

Links

Viralitäts-Strategie | Creator Acquisition Flow | Artist Acquisition Flow | Tournament-Ablauf