Laura Stevenson uses her social media platforms in this case instagram to promote both her music and herself, her star image.
She is using social media marketing to increase brand awareness and build meaningful relationships with her audience.
The conventional use of a profile picture helps the audience establish whos page they are on and what the artist is like, as it is typically the first thing they will see it is a first impression of her star image.
Her bio gives us a sense of what her personality is like with short statements and also includes her pronouns which is helpful for new audience members establishing a relationship straight away, there is a link that includes connections to her other social media platforms, tour dates and information, where to stream, download or buy her albums, her merchandise and any other projects, organisations or websites she has. It is a simple and efficient way for her audience to get all of her information in one place without missing anything.
The follower count shows her and her audience's engagement, by having her amount of followers on display it may increase a new audience member's interest as there must be a reason other people follow her.
The social media page encourages the audience’s attention through the use of multicoloured posts, such as purple, pink gold, blue and white. This creates exciting imagery rather than a one coloured, minimalist colour theme which would create a less engaging social media page.
The audience’s interest is heightened due to some posts being personal, which include her and her and places she has been to, whereas some posts include her albums, songs and tours. An example of this is her post about the places she’ll go on her UK tour. The audience can gather a lot of information through her page and this therefore creates a spike in their level of interest in her and her social media page, Interest is encouraged further through the variations in her social media posts.
The social media page encourages the audience and her fans to desire her lifestyle, fashion and inspire them to follow her in her journey as an artist. Due to some of her posts being personal it influences the audience's desire to follow in her footsteps as she promotes her happy and rich lifestyle, she also promotes her simplistic fashion which leads her fans to desire to look and portray themselves how she does.
Laura Stevenson’s instagram page creates action because of many reasons. She regularly posts about her tours, their dates and the places she is going to. This allows the audience to get constant updates and they therefore then book to see her and to be involved in her music by viewing her live. Another way that her social media page creates action is through the linktr website which is linked into her bio. This website takes you to her tour tickets, merch website, certain songs which you can stream, official website and mailing list and her interviews or performances with other people. This creates action within the audience because they can interact with her posts through booking tour dates and with her social media page through the link in her bio.
The social media page enables the audience's uses and gratifications greatly, her page provides the audience with information through her adverts for albums as well as her advertisements for her tours which are all posted and updated on her instagram page.
Laura’s personal identity shines through in her posts about where she’s been, such as stonehenge, which represent that she’s an ordinary person and that she likes to travel within her tours to places and landmarks she has wanted to visit. She also posts selfies with her friends or other artists she is working with as well as selfies with her team which portrays how close she is with the people around her and gives the audience a sense of involvement by seeing who she chooses to surround herself with.
The social media page provides a lot of information surrounding her songs and albums especially since some of them are linked into her bio on her instagram page, making it easily accessible and providing a lot of information about her work. Many of her tour dates and where she will be going on her tours are included into her profile posts which gives more than enough information to the audience.
The stars page creates entertainment as well as social interaction together, this is not just through her posts but from through the link that connects to her personal website and her merch webstore.This allows for her audience to interact and entertain themselves with her social media page, by going to her website and by going to by merchandise she has produced and is selling.
The SMP encourages her work to go viral through many references to her music and new albums as well as her tours. It is a good example of integrated advertising as it combines multiple channels, such as a website in her bio. She does not portray guerrilla marketing in her social media page as she has a niche audience however, she does often post about her tours which encourages her SMP and posts to go viral as she creates a buzz and awareness around her music.
In her social media page Laura Stevenson presents herself as an ordinary and present star. She regularly posts and represents her interest in historical landmarks such as Stonehenge from posts on her account. This conveys her ordinary nature as she takes an interest in the things that people who are not famous and who are not a star take interest in, following this she also posts her friends, fellow artists and people close to her which portrays her personal and ordinary side in life. She is a present artist who uses her social media for marketing but to also give her audience a small insight into her general life, she posts from album covers to tours to selfies and photoshoots conveying how her life is not all about being a star which makes her a present, involved and ordinary artist. She is online to allow for her to connect with her audience in a way where they feel involved in her life even though they are watching from a distance.