Behind The Platform: Community
In a recent edition of The Habit Weekly, we discussed the power of SMS marketing campaigns and how artists have been implementing them. This week, we’re taking a look at Community, the platform making headlines, thanks to a new partnership with Warner Music Group.
How It Works
Community is designed to allow users to send out text messages to their audience using emoji, GIFs, audio and video.
The platform offers artists different options for audience sign-ups, including a unique phone number for fans to contact, and a personalised link that automatically opens a new text message to their community number. The platform also allows users to organise their members via segments, which can be filtered by keywords, emoji, demographics, and audience behaviour.
Community offers a personal touch for users, providing suggestions to send messages like birthday wishes and welcoming texts to new subscribers. When artists’ messages receive bulk responses, Community even uses AI to cluster similar responses together. This allows artists to continue the conversation by tailoring a unique response to each cluster.
The Results
While its partnership with WMG is the platform's first with a major music label, Community already boasts some impressive results on campaigns for musicians.
Last year, Sir Paul McCartney released an exclusive violet vinyl of his new album ‘McCartney III’ via Community. The vinyl release drove over 19,000 clicks with a 42.1% click through rate and sold out all 2,000 copies in less than 10 hours.
During DJ and Producer ILLENIUM’s Community campaign for his single ‘Nightlight’, 21,700 members received a link to pre-save the single. That link's click through rate was 47.9. Even though ILLENIUM’s texts were sent to a group that is only 1.3% the size of his total audience on social media, the SMS campaign accounted for 44.2% of all pre-saves for the release.
With these results, it’s not hard to see why WMG were keen to connect their artists with Community.
We’ll be keeping an eye on WMG and Community’s partnership. With the popularity of SMS marketing on the rise, this could be a significant development for labels and musicians.
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