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Short form content design and platform optimization tactics for audience growth of independent musicians on Instagram
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School of Arts, Design and Architecture |
Bachelor's thesis
Ask about the availability of the thesis by sending email to the Aalto University Learning Centre oppimiskeskus@aalto.fi
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en
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48
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Abstract
This study investigates how independent musicians can optimize Instagram Reels to enhance content exposure and follower growth by aligning their content creation process with Instagram’s algorithms. The music industry is increasingly dependent on streaming platforms like Spotify, whose recommendation systems are significantly shaped by an artist’s performance on social media. This research focuses exclusively on Instagram—an underexplored yet reliable and commercially significant platform for musicians.
The research employs a qualitative research method combining academic literature review with semi-structured interviews of independent musicians and content creators. Thematic analysis reveals that well performing Instagram Reels depend on three interlinked content design practices: content framing, attention engineering, and engagement optimization. Effective strategies include using captions, maintaining visual consistency, employing emotionally compelling opening hooks and facilitating audience interaction. Additionally, creators benefit from understanding Instagram’s platform-specific features and dynamics, such as the most optimal posting times, algorithmic penalties for cross-platform promotion and the use of Instagram analytics in order to replicate successful formats. Participants expressed concerns about the unpredictable nature of the organic content reach and the amount of labor associated with content creation.
This study contributes to academic discourse by foregrounding Instagram Reels in the context of music marketing, content design and platform optimization, offering insights into how creators navigate platform constraints. It provides practical guidance for independent musicians seeking visibility in a competitive digital landscape.