I've never liked cotton candy. To me, it's just flavored air. I like sweets, but I prefer something with a bit more substance.
To me, a lot of bands post content that is just flavored air. The social media I like and follow has something you can sink your teeth into.
As with any well crafted song, building, business, etc., I think your social media needs a good foundation, something solid to build upon. Maybe it comes in the form of simple videos. Maybe they are a particular type of photo. These regular posts probably won't go viral, but they fill the need your followers have for consistency, for being dependable.
And having that foundation will then give you more freedom to experiment, to explore new territory. It's possible that one of those risks will pay off and go viral. Of course, some might absolutely flop. But as long as you are supported by that solid foundation, the flop won't be a tragedy. It will just be an experiment that did not work out.
Cris: You guys do a lot of video work. What are the mistakes most people make when it comes to video?
Will Hardison of Fanbase, LLC: First is lighting. You can have the nicest camera in the world, but if you don't have the lighting for the scene you want to shoot or for the interview you are taping, it's going to look terrible. Poor lighting becomes incredibly difficult when editing to produce a high quality final product.
Second is sound. People buy a camera and think, “Cool. It's got a built in microphone.” And they just use that. Versus getting really nice lapel, wireless mics that are feeding into an audio recorder that sound really crisp and clean. The last thing you want for a video is to sound like you shot it in your bathroom, with that hollow, echoing sound. Because that just screams low budget, low quality.