Module 2:

Content Briefing by
Awareness Level

Targeted Content for Instagram Facebook and TikTok

This module outlines the necessary materials to effectively communicate with audiences at different levels of awareness on Instagram, Facebook, and TikTok, guiding users from initial discovery to purchase. The following details the required content types and their purpose within the sales funnel.

Questions?

If you have any questions, please don’t hesitate to reach out at info@flatironrecordings.com

1. Awareness Level: Unaware

Objective: To capture the audience’s attention and generate curiosity without them realizing they have a specific need.

Required Materials:

    • Showreel: 3-5, 15-30 second videos showcasing the artist at their best, whether on stage, in the studio, or performing live. These videos should be visually striking to quickly grab attention.
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    • Aspirational Content: 2-3 inspiring images that reflect the artist’s atmosphere and essence. This visual content should create an emotional connection at first glance.

2. Awareness Level: Problem

Objective: To make the audience recognize a need or problem that the artist can help solve, such as seeking connection, emotional support, or inspiration.

Required Materials:

    • Educational Content: 2, 15-30 second storytelling videos where the artist shares the story behind a song or project. For example, “This song was born in a difficult time…” to connect on a personal level.
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    • Testimonials: 3-4, 10-20 second clips featuring fan or press comments about the impact of the artist’s music. This reinforces the emotional value others have experienced.
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    • Humanizing Content: 3, 15-45 second videos showing the artist in everyday situations or vulnerable moments, strengthening the human connection and showcasing the artist’s authentic side.

3. Awareness Level: Solution

Objective: To present the artist as an emotional solution or source of inspiration for the audience.

Required Materials:

    • Benefits: 2 videos and 1 image detailing how the artist’s music can provide positive emotions or solve emotional needs for fans. This content should be clear and direct about the emotional benefits of their songs.
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    • Split Screen: 1-2, 15-30 second videos showing impactful comparisons, such as the “before and after” of listening to a song or moments from the creative process. This type of content generates interest and additional value.

4. Awareness Level: Product

Objective: To showcase the artist’s work (album, concert, merchandise) as a desirable and tangible product.

Required Materials:

    • Product: 3-4 images and 1-2 videos showcasing the product in detail (album, vinyl, merchandise). This content should emphasize the quality and uniqueness of the product, using close-ups and detailed shots.
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    • Promotion: 1-2, 10-20 second videos and promotional graphics with limited-time or exclusive offers (e.g., discounts, special editions) to encourage immediate purchase.
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    • Press: 2-3, 10-15 second clips with interviews or featured articles about the artist’s recent achievements. This provides credibility and highlights the value of the product.

5. Awareness Level: Decision

Objective: To facilitate the purchase decision by emphasizing the reliability and exclusivity of the product and the artist.

Required Materials:

    • Testimonials: 2-3 short, 10-15 second videos featuring positive experiences from other buyers or fans, showcasing how the artist’s music or products have had a significant impact.
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    • Guarantees and Special Promotions: 2 graphics and 1, 15-second video including limited-time promotions or discounts for frequent customers. This incentivizes purchases by reducing risk and increasing urgency.
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    • Authority: 2-3, 10-20 second clips showcasing significant collaborations or awards won by the artist, reinforcing the quality and seriousness of their work.
Content Summary

To maximize social media impact and cover every stage of the funnel, it is recommended to produce between 20 and 25 pieces of content:

  • Short videos (15-60 seconds): 10-12 videos covering all awareness levels.
  • Static images and graphics: 8-10 images conveying the artist’s essence and the value of their products.
  • Testimonial and authority clips: 3-4 clips providing social proof and external validation.
  • Promotion-specific content: 3-4 graphic pieces or videos focused on offers and discounts.
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