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Facebook and Instagram are not just for likes and fun—they're powerful tools that the best record stores in the world use strategically to attract customers.
We know you're busy running your record store and the thought of managing social media might feel like another burden.
But here's the deal: you don't need to be a marketing expert or spend a fortune to make it work. Just a few minutes a day can bring a couple of new customers through your doors.
To help you out we have built a free list of content ideas - also, for a full action plan, please check our strategy pack for record store owners.
Get the content idea list made for record store owners
A lot of record stores manage to post engaging content on social media. Here is a free tool to to get you started.
Content that always work well for a record store
We have studied dozens of record stores’ social media accounts when building strategy pack for record stores - here is what seems to always work.
| Content Type | Why It Works to Get New Customers in Your Record Store |
|---|---|
| High-Quality Album Photos | Visually appealing images of vinyl records and album covers can entice potential customers to visit the store and explore the collection. |
| Behind-the-Scenes Videos | Showcasing the store, staff, and the process of curating records builds trust and creates a connection with the audience. |
| Customer Testimonials | Positive reviews and testimonials from real customers provide social proof and encourage others to visit the record store. |
| Specials and Promotions | Announcing limited-time offers, discounts, and exclusive releases can attract new customers looking for deals. |
| User-Generated Content | Sharing content created by customers (photos, reviews) engages the community and adds authenticity. |
| Local Collaborations | Partnering with local musicians or businesses can introduce the record store to a broader, local audience. |
| Event Announcements | Promoting upcoming events, live performances, or special listening parties can attract new visitors interested in unique experiences. |
| Seasonal and Holiday Posts | Highlighting seasonal releases or holiday-themed albums can attract customers looking for special music options during those times. |
| Interactive Content | Polls, quizzes, and Q&A sessions engage followers and create a sense of community, encouraging them to visit. |
| Album Reviews | Sharing reviews of popular or new albums can intrigue music enthusiasts and motivate them to visit the store to purchase the records. |
| New Arrivals Updates | Regularly updating followers with new arrivals keeps the store top-of-mind and encourages spontaneous visits. |
| Behind-the-Scenes Staff Stories | Featuring stories about the staff members creates a personal connection and humanizes the brand. |
| Music Tips and Tricks | Sharing tips and tricks about record care or music appreciation can engage followers who are music enthusiasts and collectors. |
| Sustainability Initiatives | Highlighting sustainable practices or eco-friendly products appeals to environmentally conscious consumers. |
| Customer Spotlights | Featuring regular customers creates a sense of community and makes others want to be part of that group. |
| Contests and Giveaways | Running contests and giveaways can increase engagement and attract new followers, many of whom may convert into customers. |
Some record stores make 5x more profit than you!
We have studied the strategies of the best record stores in the world. Replicate them now!
How can record store owners make great content on social media?
What to Prioritise
You probably know it already, but high-quality photos and videos of your records and store are essential.
People shop with their eyes first. Make sure the lighting is good, the records look pristine, and the presentation is inviting.
Also, post regularly to keep your audience engaged. It doesn’t have to be daily, but find a schedule that works for you and stick to it. We have prepared a free social media planner for you.
Of course, respond to comments and messages quickly. People appreciate interaction and it makes them feel valued. Don’t just be another “bland” account.
Show the real side of your record store. Behind-the-scenes photos, staff stories, and customer shoutouts can create a personal connection with your audience.
If you want to keep your potential customers excited, highlight any special offers, events, or new arrivals. Make sure your followers know what’s new and exciting.
Finally, share positive reviews and testimonials. Social proof is powerful and can help attract new customers.
An example of our marketing pack for record store owners
What Doesn’t Matter as Much
Overly polished content does not really matter. Your posts don’t need to be perfect. Authenticity can be more engaging than highly produced content.
Also, don’t feel pressured to jump on every social media trend. Focus on what fits your record store “image” and what your audience likes.
If you have a low budget to conduct marketing for your record store, don’t immediately go for paid Ads. Organic reach can still be effective with good content and engagement. You will find tons of tactics and strategies in our strategy pack for record store owners.
How to Do It Fast and Efficient
First, spend a few hours once a week taking photos, recording videos, and drafting posts. This way, you’re not scrambling daily.
Use Scheduling Tools - tools like Buffer or Hootsuite can schedule posts in advance, saving you time.
Repurpose and use the same content across different platforms. A photo on Instagram can be a post on Facebook or a tweet on Twitter.
Encourage customers to share their own photos and tag your record store. This is what we call “User-Generated Content”. Reposting these can save you time and build community.
Use apps like Canva for quick and easy graphic design, or Lightroom for photo editing. These tools can make your content look professional with minimal effort.
Low-budget content ideas for record stores on social media
Our team has curated a list of highly specific, budget-friendly content ideas tailored for record stores, complete with practical tips to keep costs low and maximize social media impact.
You might want to incorporate some of these ideas in the marketing plan of your record store.
| Content Type | Tips to Make It More Affordable |
|---|---|
| Smartphone Album Photos | Use natural light by positioning albums near windows during daytime. Enhance photos with free apps like Snapseed or VSCO. |
| Customer Testimonials | Ask satisfied customers to leave a quick video testimonial on their phone. Offer a small discount or a free accessory as a thank-you. |
| User-Generated Content | Encourage customers to share their album finds by offering a monthly raffle for those who tag your record store on Instagram. |
| DIY Album Review Videos | Film short, simple reviews of popular albums using a smartphone and a basic tripod. Use free editing software like iMovie or OpenShot. |
| Behind-the-Scenes Stories | Use Instagram Stories or Facebook Live to give a real-time look at your daily operations or introduce the team during slow hours. |
| New Arrival Posts | Design simple, eye-catching graphics for new arrivals using free tools like Canva. Include a brief description and a captivating photo. |
| Staff Spotlights | Feature staff members with a casual photo and fun facts about their music tastes. Use your smartphone and a natural setting in the store. |
| Simple Polls and Questions | Engage followers with free Instagram or Facebook polls about their favorite albums or suggestions for new stock. |
| Local Event Promotions | Collaborate with local events by offering a small discount or coupon. Cross-promote each other's content to reach a wider audience. |
| Community Involvement Posts | Post photos and short stories about your participation in local charity events or partnerships with community organizations. |
| Customer Spotlights | Highlight loyal customers with their favorite albums. Take a quick photo and share a short story about their experience at your record store. |
| Homemade Album Photos | Create attractive displays using inexpensive items like record stands, posters, and props from dollar stores. |
| Sustainability Tips | Share eco-friendly practices such as recycling old records or using sustainable packaging. Create simple infographics with free tools like Canva. |
| Behind-the-Scenes Prep | Record short clips of the store setup, such as organizing records or setting up displays. Compile them into a quick video using free tools. |
| Simple Contests and Giveaways | Run social media contests where participants like, share, or tag friends to win a free album. Use prizes that are cost-effective like a free record sleeve. |
| Seasonal Album Posts | Highlight seasonal music and albums using natural light and your smartphone camera. Share the story behind the album to add interest. |
Copy the tactics of the best record stores in the world!
There are record stores that make way more money than you do. We have studied their tactics. Get them now!
Exceptionally creative and innovative content ideas specifically for record stores
Investing in top-notch social media content for your record store might be worth it because many other places won't bother, giving you a chance to really stand out, grab people's attention, and build a loyal crowd.
| Content Type | Why It Could Bring a LOT of Customers |
|---|---|
| Live Vinyl Listening Sessions | Hosting live or recorded vinyl listening sessions where you showcase rare or popular records can create a sense of community and attract a global audience of music lovers. |
| Interactive 360° Store Tours | Offering virtual 360° tours of your record store, including special collections and listening stations, can provide a unique behind-the-scenes experience and entice people to visit in person. |
| Limited Edition Releases | Creating buzz with limited edition or exclusive vinyl releases available for a short time can generate excitement and urgency, attracting new and repeat customers. |
| In-Store Artist Meet & Greets | Offering exclusive meet and greet sessions with artists can create memorable experiences and word-of-mouth, drawing in fans and collectors. |
| AR Album Covers | Implementing augmented reality (AR) technology in your album covers where customers can see a 3D representation of the artwork can enhance the shopping experience and attract tech-savvy customers. |
| Themed Listening Parties | Hosting themed listening parties, such as a '70s disco night or a jazz evening, can provide a unique and immersive experience, attracting groups and special occasions. |
| Record Collecting Contests | Organizing record collecting contests (e.g., who can find the rarest vinyl) can create viral moments, attracting competitive collectors and spectators. |
| Collaborative Pop-Up Events | Partnering with other local artists or record stores to host pop-up events can introduce your store to new audiences and create a buzz in the community. |
| Story-Driven Social Media Posts | Sharing in-depth stories about the origins of your records, the artists you feature, or the personal journey of your store can create an emotional connection with customers. |
| Interactive Playlist Creation | Allowing customers to contribute to a store playlist via social media polls can make them feel involved and eager to visit the store to hear the creations they helped design. |
| Eco-Friendly Initiatives | Launching and promoting eco-friendly initiatives, such as recycled vinyl or sustainable packaging, can attract environmentally conscious consumers and media attention. |
| Mobile Record Store Pop-Ups | Operating a mobile record store in different locations or at local events can expand your reach and attract new customers who may visit your main store later. |
| Vinyl Subscription Service | Offering a subscription service where customers receive monthly vinyl records and exclusive content can create a loyal customer base. |
| Immersive Music Workshops | Hosting workshops where customers can learn about music production or DJ techniques can attract music enthusiasts and create a sense of exclusivity. |
| Flash Mob Listening Experiences | Organizing flash mob listening events in unexpected locations can create viral content and attract adventurous music lovers looking for unique experiences. |
Content that never works well for record stores on social media
Don't waste your time and resources on these ideas. We've seen many record store owners make these mistakes, and they won't help you stand out from the crowd or bring in new customers to your store.
| Content Type | Why It Never Works for Record Stores | Do This Instead |
|---|---|---|
| Generic Stock Photos | They lack authenticity and can make the record store appear unoriginal or untrustworthy. | Use real photos of your vinyl collection, staff, and store to create a genuine connection with your audience. |
| Overly Promotional Posts | Constantly pushing promotions can feel spammy and turn off followers. | Mix in engaging content like behind-the-scenes stories, customer testimonials, and interactive posts to keep your audience interested. |
| Unrelated Content | Posting content that has nothing to do with music or the record store confuses followers and dilutes your brand. | Keep your content focused on your store, music, events, and related topics to maintain relevance and interest. |
| Low-Quality Videos | Poorly shot or edited videos can reflect badly on your store's quality and professionalism. | Invest in basic video equipment or hire a local videographer to produce high-quality videos that showcase your store positively. |
| Political or Controversial Posts | These can alienate parts of your audience and lead to negative backlash. | Stick to neutral, positive content that focuses on music, community, and your store's unique offerings. |
| Too Many Hashtags | Overusing hashtags can look desperate and reduce engagement by making posts look cluttered. | Use a few relevant, targeted hashtags to increase visibility without overwhelming your audience. |
| Automated Replies and Messages | They can come off as impersonal and frustrate customers looking for genuine interaction. | Respond personally to comments and messages to show that you care about your customers and value their feedback. |
| Overly Staged Photos | Photos that look too perfect can seem inauthentic and less relatable. | Use natural lighting and casual settings to make your photos feel more genuine and inviting. |
| Constant Self-Promotion | Only talking about your store can bore followers and reduce engagement. | Share user-generated content, collaborate with local artists, and highlight community involvement to diversify your content. |
| Negative or Defensive Responses | Responding poorly to criticism can damage your reputation and discourage potential customers. | Address negative feedback calmly and constructively, showing that you are willing to improve and value customer input. |
| Ignoring Social Media Trends | Being out of touch with current trends can make your store seem outdated and unappealing. | Stay updated with social media trends and incorporate them creatively into your content strategy to keep your audience engaged and excited. |
| Excessive Posting | Posting too frequently can overwhelm your followers and lead to unfollows. | Maintain a consistent but moderate posting schedule, ensuring each post adds value and keeps your audience looking forward to your updates. |
| Complex or Confusing Promotions | Promotions that are hard to understand can frustrate customers and deter participation. | Offer simple, clear, and straightforward promotions that are easy for customers to grasp and engage with. |
| Ignoring Comments and Messages | Not engaging with your audience can make them feel undervalued and reduce their loyalty. | Regularly respond to comments and messages to build a strong, interactive community around your store. |
Make your record store more profitable
We have studied the strategies of the best record stores in the world. All their tactics are explained in our pack!
Why social media can be a big pay-off for your record store
We understand that as a record store owner, you might feel hesitant about diving into social media marketing.
The world of social media can seem foreign and filled with confusing jargon. You might believe that it's more suited for big corporations rather than small businesses like yours.
The day-to-day demands of running a record store are already overwhelming, leaving little time for additional tasks like social media.
It's common to think that social media marketing is an expensive endeavor, one that your tight profit margins can't support. Plus, the sheer number of social media platforms can lead to indecision and skepticism, especially if previous efforts haven't yielded the results you hoped for.
That's why we've created a "marketing pack" specifically designed for record store owners like you.
Our pack addresses all the issues you might face, offering simple, cost-effective strategies that don't require a marketing expert or a big budget for your record store. These documents are straightforward and easy to understand, cutting through the jargon and focusing on what really works for small record stores on social media.
We provide clear, actionable steps for creating engaging posts, building a loyal following, and boosting your record store's visibility online.
With our marketing pack, you can invest in your record store's growth without feeling overwhelmed or uncertain.
Your record store could make more money!
Most record store owners don't know how to grow their business. Let us teach you the right strategies.
