Stasch / Social Media & Growth Playbook
🎸 Stasch — Wellington Classic Rock
A living playbook for Wellington's finest five-piece
Social media, SEO, and a 10-minute weekly content system so Stasch can stop being the best-kept secret in the Hutt Valley.
Section 01
Brand Audit & Identity System
Linktree — Free
Canva — Free
ChatGPT — Free
Goal: Before posting anything, Stasch needs a consistent identity across every platform. Same photo, same bio, same link. Consistency is what makes people remember you. Inconsistency is why they don't.
📌 What to Sort First
- Write the one-line pitch: "Wellington classic rock cover band. The best songs. Available for gigs and private events."
- Choose one band photo to use everywhere — the group shot in black works
- Write a standard 3-sentence bio and use it on every platform without variation
- Pick one booking contact email and use it consistently
🔗 Bio Link Setup
- Set up a free Linktree at linktr.ee/staschband
- Add three links: booking email, Facebook page, best video clip
- Use this single URL in the bio field of every platform
- Update it when gig announcements go live
Sanity check: Open Facebook, then Google Stasch, then check any other platforms. Does every result show the same photo, same description, same contact? If not, fix the inconsistencies before moving to Section 2.
🛠️ Setting up Linktree — step by step
▼ Show steps
1
Create the account
Go to
linktr.ee and sign up with the band email. Choose the free plan — it has everything you need.2
Set the username
Use
staschband as the username. This gives you the URL linktr.ee/staschband — short, clean, and easy to share verbally.3
Add your three links
Add: (1) a booking mailto link, (2) your Facebook page URL, (3) your best live video clip. Label each one clearly.
4
Upload the band photo and bio
Use the same group photo you'll use on Instagram and Facebook. Add the one-line bio under the profile name.
5
Paste the URL everywhere
Copy
linktr.ee/staschband and paste it into the "website" or "bio link" field on Facebook, Instagram, TikTok, and Google Business Profile.✓
One-line pitch written and saved
✓
Official band photo chosen
✓
Standard bio written and copy-paste ready
✓
Linktree set up with three links
✓
All existing profiles updated to match
Section 02
Instagram — From Zero to Gig Machine
Instagram — Free
CapCut — Free
Why Instagram: Reels are where new fans discover live music now. A 30-second clip from soundcheck can reach 10,000 people in Wellington who have never heard of Stasch. That is simply not possible on Facebook in 2025.
⚙️ Account Setup
- Create as a Creator profile (not personal, not business)
- Username: @staschband — consistent with all platforms
- Band photo, one-line bio, Linktree URL in bio link field
- Category: Musician/Band
- Tag Days Bay Pavilion and Petone Club in first gig posts
🎬 Reel Strategy
- Any clip over 15 seconds goes up as a Reel — not a regular post
- 30-45 seconds is the sweet spot, start at the most energetic moment
- Film vertical (portrait) when possible — gets more reach
- Caption: venue, city, vibe. Short and direct.
- Hashtags: #WellingtonMusic #LiveMusicNZ #CoverBand #ClassicRock
Don't boost posts until you have at least 10 posts up and some organic traction. Boosting a fresh account wastes money. Build the account first.
🛠️ Recording and posting your first Reel at a gig
▼ Show steps
1
Film at soundcheck or during the set
Prop your phone against a monitor or ask someone to hold it. Film 45-60 seconds of one song. Vertical is preferred but horizontal works too.
2
No editing app needed for the first one
Open Instagram, tap +, select Reel, choose the clip. Trim to 30-45 seconds starting at the most energetic moment in the clip.
3
Add cover image, caption and hashtags
Choose the best frame as the cover. Caption: "Stasch live at [venue], Wellington. Classic rock done properly." Then add 6-8 hashtags.
4
Post within 2 hours of the gig ending
Recency matters. Don't sit on it. The algorithm rewards posts published close to when the content happened.
5
Tag and engage
Tag the venue. Tag band members. Reply to every comment in the first hour — this signals to Instagram the post is worth showing more people.
Note: Phone-quality video is fine. A slightly shaky clip posted the night of the gig beats a polished promo video posted two weeks later.
Common Instagram Mistakes
- Only posting gig announcements — mix in clips, crowd shots, throwbacks. Announcements alone get no reach.
- Using 30 hashtags — 6-8 specific ones beats a wall of generic tags.
- Not replying to comments — engagement in the first hour is a direct signal to the algorithm.
- Going quiet between gigs — post at least twice a week even if it's just a throwback clip.
✓
Creator account set up with photo, bio and Linktree URL
✓
First three posts published
✓
First Reel posted from a live gig
✓
Days Bay Pavilion and Petone Club tagged in first gig post
Section 03
TikTok — The Unexpected Goldmine
TikTok — Free
CapCut — Free
Why TikTok works for Stasch: Gen Z is obsessed with classic rock. "Older band plays legendary song" is a proven viral format. You don't need to dance or be cringe. You just need to play, and someone needs to film it.
⚙️ Account Setup
- Download TikTok, sign up with the band email
- Username: @staschband — same as Instagram
- Same band photo, same bio, same Linktree URL
- Post at least 3 times in week one so the algorithm has something to learn from
🎬 What Works
- Cross-post every Instagram Reel directly to TikTok — no separate content needed
- Crowd reaction format: film the audience singing along. 15-30 seconds. Gets 3-8x more reach.
- Caption style is more casual: "We've been playing this song for 30 years and it still doesn't get old."
- Hashtags: #ClassicRock #LiveMusicNZ #CoverBand #Wellington #NewZealand
On virality: One video in ten will take off. Most won't. That's expected. Post consistently. The algorithm rewards accounts that post regularly, not accounts that post perfectly.
🛠️ Posting your first TikTok in 5 minutes
▼ Show steps
1
Open TikTok and tap the + button
Select "Upload" and choose a video from your camera roll. Use the same clip you posted to Instagram — no need to create separate content.
2
Trim to 20-40 seconds
Find the most energetic 30 seconds of the clip. The hook (first 3 seconds) determines whether people watch or scroll. Start mid-song, not at the intro.
3
Write a casual caption
Example:
Friday night at Days Bay. Classic rock the way it was meant to sound. More conversational than Instagram.4
Add 5 targeted hashtags
#ClassicRock #LiveMusicNZ #CoverBand #Wellington #NewZealand5
Post and leave it alone for 24 hours
TikTok's algorithm takes time to decide who to show the video to. Don't delete and repost if it's slow to start — this resets the distribution process.
✓
TikTok account created and profile set up
✓
First 3 clips posted in week one
✓
Cross-posting workflow established between Instagram and TikTok
✓
Tried the crowd reaction format at least once
Section 04
Facebook — Making It Actually Work
Facebook Pages — Free
How to think about Facebook: It's your event management and community hub, not your growth engine. Your existing local fans are there. New fans find you on TikTok and Instagram first.
⚙️ Page Setup
- Convert to an official Facebook Page if still running from a personal profile — unlocks analytics and future ad capability
- Fill in every field: About, contact email, website (Linktree URL), category (Musician/Band), location (Wellington, NZ)
- No empty fields — incomplete pages look abandoned
📅 Events and Posts
- Create a Facebook Event for every gig — events get separate discovery from posts
- Invite the venue to co-host — doubles the reach at zero cost
- Cross-post every Instagram Reel to Facebook — 30 seconds extra, doubles the audience
- Only boost specific gig announcements: $10-15 NZD, 20km radius, live music interest
Don't boost randomly: Facebook will suggest boosting constantly. Ignore it unless it's a specific gig announcement targeted locally. Random boosting is how you spend $50 on nothing.
✓
Official Page set up (not a personal profile)
✓
Every profile field filled in including Linktree as website
✓
Next gig created as a Facebook Event
✓
Venue invited to co-host the event
✓
Workflow set up to cross-post Reels to Facebook
Section 05
Google & Local SEO
Google Business Profile — Free
Google Search — Free
Why this matters: When a corporate event planner searches "live band Wellington," Stasch needs to appear. Google Business Profile takes 90 minutes to set up and lasts for years. Highest return on time in this entire playbook.
📍 Google Business Profile
- Go to business.google.com — create a free profile for Stasch as a Musician
- Service area: Wellington, Hutt Valley, and surrounding regions
- Description: include "Wellington," "classic rock," "cover band," "private events," "corporate functions"
- Upload at least 5 live photos and update monthly
- Get 5 Google reviews — puts you ahead of 80% of local bands
🔑 Target Search Terms
- "live band Wellington"
- "classic rock band Wellington"
- "cover band Lower Hutt"
- "band for hire Wellington"
- "live music Wellington events"
- Use all of these phrases naturally in profile description and bio text across platforms
🛠️ Setting up Google Business Profile — step by step
▼ Show steps
1
Go to business.google.com
Sign in with a Google account. Click "Manage now." Search for "Stasch" first to check if a listing already exists before creating a new one.
2
Fill in the business details
Business name:
Stasch Band. Category: Musician. Select "I don't serve customers at this location" — you travel to venues.3
Set the service area
Add Wellington, Hutt Valley, Kapiti Coast, and Wairarapa. Add the band email and Linktree URL as the website.
4
Write the description
Copy and paste:
Stasch is a Wellington classic rock cover band playing the best songs from the 70s, 80s and 90s. Available for corporate events, private functions, festivals and live venues throughout Wellington and the Hutt Valley.5
Verify the listing
Google sends a verification code via postcard or phone. Takes 5-7 days. Once verified, the profile goes live in search results and on Google Maps.
Reviews: Once live, message 5 people who've seen Stasch play and share a direct link to the review page. A direct message with a link converts much better than a general ask.
✓
Google Business Profile created for Stasch
✓
Profile verified and all fields completed
✓
At least 5 live photos uploaded
✓
5 Google reviews received
✓
Searched "live band Wellington" and confirmed Stasch appears
Section 06
10-Minute Weekly Content System
ChatGPT — Free
Canva — Free
The problem with most bands: They post when they remember. This section replaces that with a system — 10 minutes on Monday covers the whole week. One gig produces five pieces of content.
📅 The Weekly Routine
- Monday (5 min): Open Meta Business Suite, schedule the week. Gig announcement if there is one, throwback clip if there isn't.
- Gig night (5 min): Film one 30-second clip, post to TikTok before leaving the venue, cross-post to Instagram next morning.
- This minimum is all you need to maintain a consistent presence
📦 Content Bank
- Create a "Stasch Content" folder in your phone photos
- 10 clips saved = 2 weeks of content ready to go
- Never post your only copy — always keep the original in the folder
- Monthly ideas: upcoming gig, throwback clip, song of the month, soundcheck behind the scenes
The one rule: Done is better than perfect. A slightly shaky clip posted the night of the gig beats a polished video posted two weeks later. Recency beats production quality for live music.
✓
"Stasch Content" folder created on phone
✓
Meta Business Suite connected to Facebook and Instagram
✓
At least 5 clips saved and ready to post
✓
One person in the band nominated as the weekly post person
✓
Tried ChatGPT for caption writing at least once
Section 07
Getting More Gigs
Google Docs — Free
ChatGPT — Free
GigSalad — Free to list
The gap: The gigs you're already getting come from existing relationships. The gigs you're not getting come from venues and event planners who don't know you exist yet. This section closes that gap.
📄 The EPK (Electronic Press Kit)
- One Google Doc, shared link, anyone with the link can view
- Contents: band photo, 3-sentence bio, genres and sample artists, past venues, available-for list, contact email, two video links
- Takes 20 minutes to build — see the DIY steps
- This is what goes in every outreach email
📧 Venue Outreach
- Target 10 Wellington/Hutt Valley venues that have live music but don't yet book Stasch
- Find the booking contact on their website
- Email: short, direct, link to EPK, available dates, nothing else
- Follow up once after 10 days if no response
- Your digital presence closes the gig — the email just opens the door
✉️ Outreach Email Template
- Subject: Stasch Band — Availability for [month/year]
- Body: "Hi [name], we're Stasch, a Wellington classic rock cover band. We regularly play Days Bay Pavilion and the Petone Club. Here's a short clip: [link]. Available [months]. Happy to chat if you're looking for acts."
🛠️ Building the Stasch EPK in 20 minutes
▼ Show steps
1
Open a new Google Doc
Title it "Stasch EPK." Change the sharing setting to "Anyone with the link can view." This is the URL you'll paste into outreach emails.
2
Insert the band photo and bio
Best group photo at the top, then 3-4 sentences of bio. Use the one-line pitch from Section 1 as the opening sentence.
3
Add a "What We Play" section
Genres, sample artists (Rolling Stones, Eagles, Fleetwood Mac, AC/DC, Dire Straits, etc), and a note on setlist flexibility.
4
Add past venues and available-for
List Days Bay Pavilion, Petone Club, any others. Then: corporate events, private functions, weddings, festivals, pub residencies.
5
Add contact and video links
Band email and phone. Two video links — your best live clips. Save the doc URL somewhere easy to find. This is what goes in every outreach email from now on.
✓
EPK built and saved as a shareable Google Doc link
✓
Outreach email template written and ready
✓
10 target venues identified
✓
Outreach emails sent to all 10
✓
Listed on GigSalad
Section 08
Free AI Tools Stack
ChatGPT — Free
Canva — Free
CapCut — Free
The rule: Don't pay for anything yet. All four tools below have free tiers that cover everything a local band needs. Only upgrade after using a tool weekly for 3 months and genuinely needing a specific paid feature.
✍️ ChatGPT — Writing
- Captions, gig announcements, outreach emails, bio text
- Describe what you need in plain English — takes 90 seconds
- Ask for 3 options and pick the best one
- chat.openai.com — free, no card required
🎨 Canva — Graphics
- Gig posters, social media graphics, EPK header image
- Dozens of band and music templates built in
- Drag and drop — no design experience needed
- canva.com — free account covers everything needed
✂️ CapCut — Video Editing
- Edit video clips on your phone in under 5 minutes
- Add text overlays, trim clips, adjust audio
- Makes phone gig videos look polished without any skill
- Free on iOS and Android — no account needed to start
📅 Meta Business Suite — Scheduling
- Schedule Facebook and Instagram posts from one place
- Write Monday's posts, set them to go out automatically all week
- Free — connect your Facebook Page and Instagram account
- business.facebook.com — use your existing Facebook login
✓
ChatGPT account set up and tested for caption writing
✓
Canva account set up, first gig poster created
✓
CapCut installed and used on one video clip
✓
Meta Business Suite connected to Facebook and Instagram
Section 09
90-Day Action Plan
All tools from Sections 1-8
The sequence matters: Foundation first, then growth channels, then bookings, then tracking. Trying to do everything in week one leads to nothing getting done properly.
📍 Weeks 1-4 — Foundation
- Weeks 1-2: Brand audit done, Linktree set up, Facebook Page properly configured, Google Business Profile created and verification started
- Weeks 3-4: Instagram account created, first 3 posts up, first Reel posted at next gig, 5 clips saved in content bank
📍 Weeks 5-8 — Growth
- Weeks 5-6: TikTok account created, first 5 posts up, cross-posting workflow established between Instagram and TikTok
- Weeks 7-8: EPK built, outreach email written, 10 target venues contacted, listed on GigSalad
📍 Weeks 9-12 — System
- Weeks 9-10: Google Business Profile verified and live, 5 Google reviews received, venue photos uploaded
- Weeks 11-12: Meta Business Suite scheduling live, AI tools stack working, content bank at 10 clips, weekly system running on autopilot
✅ What Success Looks Like
- Consistent presence across Instagram, TikTok, and Facebook
- Appearing in Google search for "live band Wellington"
- At least one new venue enquiry from digital discovery
- Weekly content taking 10 minutes, not an hour
Don't change things too quickly. If a platform or content type is slow for two weeks, that's normal. Give everything 6-8 weeks before deciding it doesn't work.
✓
Week 2: All foundational profiles set up
✓
Week 4: First Instagram Reel posted
✓
Week 6: TikTok has 5 posts
✓
Week 8: EPK sent to 10 target venues
✓
Week 10: Google listing live with 5 reviews
✓
Week 12: Weekly content system running automatically
Section 10
Tracking & Results
Instagram Insights — Free
TikTok Analytics — Free
Google Business — Free
Keep it simple: Check three numbers once a month and make one decision based on them. No dashboards, no spreadsheets, no reports.
📈 The Three Numbers
- Reach — how many unique people saw posts this month. Found in Instagram Insights and TikTok Analytics. Going up or down?
- Booking enquiries — how many people contacted Stasch about gigs this month. Track in a phone note.
- Follower growth — gaining followers week over week across platforms?
🔁 The One Rule
- If a type of post performs well, do more of it
- If it performs badly three times in a row, stop doing it
- That is the entire content strategy decision framework
- Check the numbers on the first Monday of each month — 5 minutes maximum
Common Tracking Mistakes
- Obsessing over likes instead of reach. Reach means more people saw you. Likes just mean they tapped a button.
- Changing strategy after two weeks. Give everything 6-8 weeks before deciding it doesn't work.
- Tracking 15 metrics. Three numbers, once a month, one decision. More than that and you'll act on nothing.
✓
Checked Instagram reach this month vs last month
✓
Counted booking enquiries this month
✓
Noted follower count across all platforms
✓
Identified the best-performing post this month
✓
Made one decision based on the data