Breaking through on social media can be tough, especially for music artists. Colin Rowe, a social media expert from Franklin, Tennessee, has worked with local musicians for years, helping them promote their music on crowded platforms. Colin's strategy focuses on creating short, eye-catching videos that grab attention and make people stop scrolling, a key to gaining new fans.

The Challenge of Standing Out in a Crowded Space

With millions of artists vying for attention on social media, the competition is fierce. For independent and local musicians, this challenge is even greater. Colin Rowe explains, "Social media algorithms prioritize content from popular accounts, which can make it difficult for smaller, less-established artists to see their content by a wider audience." This reality means that artists who are just starting or have a smaller following must work even harder to ensure their posts are noticed.

Music platforms like Instagram, TikTok, and YouTube have become critical tools for artists to showcase their talent. However, the same platforms are inundated with content from established musicians, influencers, and brands, making it harder for new voices to be heard. For artists working with limited budgets, the cost of promoting their music through ads or sponsored posts can quickly add up, creating yet another obstacle.

Rowe's solution? Focus on organic growth by creating content that not only grabs attention but also encourages engagement. "You have to think about what makes someone pause and look at your post rather than scrolling past it," says Rowe. "That’s where creativity comes in."

Creating Scroll-Stopping Content

Colin Rowe has helped many local artists in Franklin produce short, compelling music videos that immediately grab attention. His mantra is simple: visual appeal is key. "Users are scrolling faster than ever," Rowe notes. "You only have 8 seconds, sometimes less, to hook them."
In an era where social media users are bombarded with content, it’s no longer enough to rely solely on the quality of your music. The visual element of a post can make or break its success. Rowe advises artists to consider their social media presence as an extension of their brand and to think critically about how their content looks. High-quality videos, eye-catching visuals, and well-thought-out aesthetics are essential to stopping someone mid-scroll.

But it’s not just about visuals; the content needs to resonate emotionally as well. "You can have a great-looking video, but if it doesn’t evoke some kind of emotion — excitement, curiosity, or inspiration — people won’t engage with it," Rowe explains.

Colin Rowe's Recipe for Success

Rowe helps local artists succeed by creating short, attention-grabbing videos that match their unique sound and style. These videos, often 15 to 60 seconds long for platforms like Instagram Reels or TikTok, are designed to quickly showcase the artist’s personality and music. "People have shorter attention spans now, so we need to get the message across fast," Rowe explains. He uses storytelling, behind-the-scenes clips, and interactive elements to make the content fun and shareable. This approach boosts engagement and helps artists grow a loyal fan base.

Leveraging Music Festivals for Social Media Success

Colin Rowe has gained valuable insight from attending major music festivals like Bonnaroo, Coachella, and Lollapalooza. He believes festivals offer great opportunities for artists to create content for social media. Rowe suggests that performers use live footage, fan reactions, and behind-the-scenes moments to connect with their audience.


He highlights the importance of being authentic, saying that fans enjoy seeing real, unfiltered moments. Sharing these experiences can make artists feel more relatable and boost engagement with their followers.

Overcoming the Algorithm

Colin Rowe believes that instead of fighting social media algorithms, artists can use them to their advantage. While it can be frustrating when bigger accounts get more attention, Rowe explains that consistently posting engaging content can turn the algorithm in your favor. A key strategy is to build a strong sense of community with your followers. By regularly interacting through comments, direct messages, or features like polls and Q&As, you encourage your audience to engage more. This increased interaction signals to the algorithm that your content is valuable and should be shown to more people.

Standing Out in a Saturated Market

For music artists, standing out on social media can be challenging, but Colin Rowe's tips provide a way forward. Local artists can boost their visibility and attract loyal fans by creating high-quality, engaging content and using short videos. Festivals and live events also offer great chances to share authentic content that connects with audiences. While social media can feel crowded, independent artists can still find their space and connect with listeners.

Colin Rowe says, "It's not just about the music — it's about sharing your story and inviting people to join your journey."