Photo Credit: Tung Nguyen
Understanding how your audience interacts with your music is essential to helping grow a fan base of dedicated superfans. Too Lost offers advanced analytics for drilling down data by source—so you can focus your promotional efforts where they’ll have the most impact. Curious? Let’s take a peek at some of the data sources you can track with Too Lost.
The following was created in collaboration with Too Lost, a proud partner of Digital Music News.
Digital distribution has changed how fans consume music, especially with most music discovery happening on social media sites like TikTok and Instagram. Too Lost can help artists monitor their music across the internet and see where it is played most. This can help artists choose where to focus their marketing efforts or where to build fan relationships, especially if music discovery is happening on one social media site over another i.e., more listeners on TikTok vs. Facebook.
Too Lost’s advanced analytics can monitor both digital streaming provider (DSP) stats and stats across social media including TikTok and Meta (Facebook, Instagram). Too Lost offers data drill down for Spotify, Apple Music, Deezer, and Amazon Music—though its data drill down for Spotify is much more robust than the other three DSPs.
“Independent artists thrive with data—they can feed it into their creative process to make their music more impactful or use it to sharpen their marketing efforts,” Damien Ritter, Director of Marketing for Too Lost tells Digital Music News. Let’s take a look at some of the data drill-down that Too Lost offers music creatives to track the performance of their music online.
Spotify’s basic data like total streams, discovery mode streams, playlist, countries, and tracks provides a basic look at how your music is performing. When it comes to drilling down analytics, Too Lost is able to offer a robust look at artists’ Spotify data, including stats like shuffle rate, completion rate, total saves, total skips, and first-time listener stats. Weekly engagement and hourly engagement can also highlight fans who are falling in love with your music by playing your tracks over and over.
Music use on TikTok is a bit different since the whole track usually doesn’t feature in a TikTok video. Video creators can select a portion of your track to share and Too Lost can highlight the total number of video creations, total views, comments, likes, and shares those clips have generated for an artist.
So how can artists use Too Lost’s advanced analytics feature to promote their music?
Consistently releasing music on DSPs where fans have gathered is a guaranteed strategy of drip-feeding content to fans who are already interested in your music. Releasing a new song every month or two keeps fans interested in your sound and each release can be tracked using Too Lost’s analytics. Having a presence on social media helps keep fan interest high—since fans expect their favorite artists to showcase their creative process, talk about their influences, and share the experiences they’re having.
The data can also help you find likely collaborators who may help you build out your musical career with artists who have a similar sound. Playing shows, doing split releases, and featuring artists on tracks can help artists find crossover fans who are interested in new music discovery through artist exposure. Too Lost can help you track how well those collaborations are performing across social media and any DSPs to which you’ve distributed your music.