You’re a musician, singer or songwriter and have an amazing track you want to share with the world. However, you’ve only just set up all of your social media accounts and streaming accounts and you have no idea what to post and how to get everyone’s’ attention.
The music space is highly saturated with new artists popping up almost every week and you feel it’s hard to stand out even though you know you’ve made great music.
Creating a music marketing campaign seems like a daunting and potentially expensive task. But it doesn’t have to be…
Know Your Audience
Like with any business, you must know who your target audience is. If you’re making jazz music, it’s unlikely a EDM fan will become an avid listener. Knowing who will most likely be interested in your music will make it easier to market yourself to them.
A great way to do this when you have little to no following is creating an ideal follower persona. Create an imaginary image of a follower or fan of your music and make notes of various traits such as age, gender, interests and online activities such as what social media platforms they use.
A more tangible way of identifying your target audience is by doing market research. Find other artists who make similar music you do and take note of the type of people that follow them. Look at who’s interacting with that artists’ content (likes, comments and shares) because they will likely do the same with your content if they become fans.
What Social Media Platforms To Use
After identifying who your target audience is, you should have a good idea of what websites and social media platforms they can be found. Typically, Instagram and Tiktok are the most popular social media sites for creatives and artists.
If you are on multiple platforms it is a good idea to have a portal fans can visit that displays all the sites you are on in one place i.e. Linktree or similar apps. It is also important to include a link to your account on streaming platforms like Spotify or Apple Music.
What Content To Make
Each social media platform has its own unique ecosystem or style. For instance Tiktok is purely video driven and fast paced whilst Instagram a stronger focus on still images as well as video. It’s important to research what kind of content does well on these platforms and a great way to find out is by viewing content that has done well on these platforms.
Tiktok is a fantastic way to promote your music. A new user that has less than 10 followers can reach a million views on their videos. Tiktok’s algorithm has a much more viral reach than other social media platforms and should definitely be taken advantage of. It’s important to showcase more than just your music – Your personality and creativity are your best assets to set yourself apart.
Some types of content that do well on Tiktok are covers or remixes of popular songs. Although these aren’t your original songs, this type of content is great for generating interest in you as an artist.
When it comes to your own original music, there are many ways you can promote it. Some examples are behind the scenes or a making of one of your songs, including your song in short vlogs, directly promoting by talking about it, explaining what the song means and creating viral videos around it. A lot of this short form video content can be repurposed and posted to Instagram and Facebook as well.
Instagram is a great platform to market yourself as an artist because it offers a variety of different ways to post content from regular video posts, to short reels and longer IGTV posts. Posting a variety of different content to your Instagram page will ensure you have the best chance at getting peoples’ attention.
Reels is an effective tool to get more views as Instagram has been pushing this relatively new feature more than regular posts and IGTV. Users have experienced a significant increase in views by using Instagram Reels.
Instagram Stories are also a great way to create engagement and if done on a consistent basis, can easily generate as much traffic if not more than regular feed posts.
You should also post personal content as well such as your hobbies and interests. This can spark a connection with new viewers and potentially check out your music. Doing this further showcases your personality and individuality whilst potentially creating a mutual point of interest between you and your fans.
Although there are many people watching YouTube and the number is still growing everyday, there is also a saturation of content creators which is also growing by the day. Because of this and the fact that YouTube focuses a lot more on long form content, it is much harder to grow a following compared to other platforms like Instagram and Tiktok.
However, what you can do is redirect people from your other social media accounts to your YouTube account which is why having a portal like Linktree is so useful.
But similarly to Instagram, YouTube have also introduced YouTube Shorts which focus on short form content. Many smaller channels have experienced significant growth as a result of creating YouTube shorts. Content that you’ve made for Tiktok and Instagram can easily be repurposed for YouTube Shorts.
How To Market Your New Song
Let’s say you have finalised your new song and are ready to release it. You should aim to release promotional material at least a couple weeks in advance. To make things easier you should batch create all your promotional content for the new song prior to starting the marketing campaign. During the lead up to the release of your song you should aim to post as often as possible, at least a couple times a week.
If you have created a music video you should also post snippets of that to your socials. However, not everyone is able to make a music video as it can be expensive and complex. Instead, you should try to create some visuals whether they be photos of yourself or digital art to complement the promotional content.
At the start of the campaign you should aim to post content to give your listeners a small taste of what’s to come. For instance playing small snippets of your new song. You can also do this by posting behind the scenes footage of you recording/creating the song. In between these promotional posts, you should also create short personal videos talking about the song i.e. what kind of song is it, how long you’ve worked on it, how it makes you feel and remind your fans of when it’s going to be released. By doing all of this you will create a sense of excitement and anticipation around the release.
As the release date gets closer you want to post more frequently and more energetically about your new song to both remind your audience and maintain that sense of excitement. You want to make sure that all your social media accounts are linked to one another so listeners can easily find you. Streaming platforms also allow you to pre-save songs before they are released so this can be another call to action for your content.
Maximise Your Out Reach
Beyond creating content around yourself and your music, you also need to engage with your fans and try to capture the interest of new listeners. You should engage with other peoples’ content on social media and try to form genuine connections. Here’s a video that further explains how you can do this effectively.
Searching for related hashtags or topics on social media platforms such as genre and location are a great way to find like minded people to connect with. You shouldn’t spam them about your music but instead engage with theirs’. Be sure to also include relevant hashtags in your posts to optimize your SEO.
Submitting your music to playlists and local radio stations are also great ways to market your music. If your music is accepted, these platforms will allow you to reach more people than you would’ve on your own.
If you have a budget to work with, paid ads are also a great way to market your music. This can be done through Tiktok, Instagram, Facebook and Google. A newer option that has come about on Tiktok is to pay influencers to create dances or videos around your music. This strategy can be effective because Tiktok influencers have a strong following and the platform makes it easier for videos to go viral.
To Summarize Everything
When it comes to creating a successful music marketing campaign, content is king. And you need to make sure your content is tailored to whichever platform it’s being posted to. You should focus on creating hype and excitement around your music and post regularly. At the same time, you need to also interact with your fans and capture the attention of new listeners.
The music alone will not be enough to get peoples’ attention. In order to stand out you must market yourself as an individual and personality as much as you market your music. As an artist your personality is one of your strongest assets so make sure to show it off!
Written by Kevin Ho