Though it may look as though overnight success comes easy nowadays, viral videos are the tip of the promotional iceberg that is required to gain traction online as a working musician. Whether you are just starting out or have been in the business for years, you’ve surely noticed how rapidly the listener landscape has been changing.
Music discovery is more visual than ever, and social media now plays a critical role in what lands on the radio, and what videos become popular. As an artist, promoting a music video effectively is crucial for gaining exposure and reaching a wider audience.
By adopting various marketing strategies that reflect the current trends in media, musicians can increase their chances of success and engagement with the public, and strengthen their image as an artist.
In this comprehensive guide, we’ll dive deeper into each of the best ways to promote a music video.
Utilize content marketing tactics to create engaging and shareable content related to your music video. This can be in the form of behind-the-scenes videos, blog posts, explainer videos, interviews, or interactive social media campaigns. By offering valuable content, you can build a deep connection with your target audience, and these days, value comes from transparency.
Allow some of your content to be curated, and some of it to be candid. If content can come in many forms, so should your view of what qualifies as something you can share with your audience. You never know what can go viral!
Harness the power of social media platforms to promote your music video. Nothing makes people feel more connected to you than being able to follow your journey or creative process from start to finish, so keep them in the loop! Document anything you can and have fun doing it – it’ll show. Build a relationship with your target audience by sharing snippets, teasers, or promotional content.
Collaborate with influencers in the music industry to help spread the word and leverage their followers. Incorporate trending hashtags and regularly post Instagram stories to optimize reach and engagement. You can even answer a couple of DMs and comment on others’ posts; this does not go unnoticed by followers and fans.
If you haven’t already heard of it, Groover is a music promotion platform that puts artists of all genres and levels of experience in direct contact with music industry professionals: playlist curators, media platforms, YouTube channels, radio stations, labels, etc.
For a small fee, the platform offers independent artists the guarantee that your music will be heard. You’ll receive a reply from the pro in less than 7 days to find out what they thought of the song you campaigned, and whether he or she will share your music.
So Groover is a safe way to promote your music videos.
Don’t have many followers? Reach out to other creators with bigger platforms! Collaborate with influencers, bloggers, or vloggers who cater to your target audience. By having them share your music video or any of your other content, you can tap into their fanbase and expand your reach exponentially. Influencer marketing is highly effective in creating brand awareness and driving viewer-to-fan conversion. Play virtual word-of-mouth to grow your reach!
Strategically organizing your metadata is of the utmost importance. Optimize your music video’s title, description, and tags to increase its visibility on search engines like Google by researching relevant keywords and incorporating them into your video’s metadata. Doing so will enhance your chances of ranking higher on search-engine result pages, leading to increased organic traffic.
This requires a little research, but may be one of the most valuable ways to get more eyes on your work. This is something labels usually take care of that independent artists aren’t told about, so get your SEO in order and watch your numbers skyrocket.
Build your email list and use it to communicate directly with your subscribers. This is usually done through a personal website, and if you don’t have one, consider building a basic site to get the ball rolling. Send newsletters, exclusive updates, or sneak peeks of upcoming music videos.
Incorporate a strong call-to-action to encourage your subscribers to share the video with their networks and drive traffic. Offer exclusive content that is only accessible to subscribers to encourage others to become part of the club.
Upload your music video on various platforms such as YouTube, Spotify, Vimeo, DailyMotion, and SoundCloud. Each platform attracts a different audience, allowing you to reach a diverse range of potential consumers.
If your SEO is up to par, a link to your video on more than one of these sites should appear with a quick Google search. Remember to share links to the platforms on your website, social media accounts, and in your email signature for increased visibility. Make it as easy as possible for people to watch.
Engage in cross-promotions and collaborations with other musicians, local businesses, or brands. This can include featuring your music video in a webinar, playlist, or branded advertisement. Mutual promotions can help expand your fan base and attract new customers.
Perform your music live and capture it on video to share on social media platforms. Live performance videos provide a unique and personal connection with your fans, increasing engagement and word-of-mouth promotion. To strengthen the personal relationship between you and your fanbase, spend an hour on Instagram Live or TikTok Live!
Have a chat with your viewers and engage with them. By candidly interacting with your followers, they will feel like they know you on a more personal level, and be all the more supportive of your work and future endeavors.
Encourage your fans to create their own content using your music video. Contests or challenges that require participants to create videos, screenshots, or testimonials can help generate buzz and increase brand awareness.
TikTok and IG Reels love a viral sound, so pick the catchiest part of your song and make multiple videos with it, each in a different setting and context. With a bit of luck, someone might use it for a new dance or trend. You could have millions of streams before you know it.
Consider running targeted advertisements using platforms like Facebook Ads or Google Ads. By selecting specific demographics and interests, you can reach out to your potential customers more effectively and drive traffic to your music video.
Make sure to evaluate who your current audience is, and who your desired audience is. Check your insights on Instagram and TikTok, for example, to get a better picture of the best age-range and location to target. All the information you need is readily available – you just have to look!
Whether you live in a big city or a small town, there are ways to use your environment to your benefit. Printing posters, QR codes, stickers, and more visually bold items that can be placed around your area is a great way to catch peoples’ eye and create curiosity surrounding your project.
In this case, the more, the merrier: if people become familiar with whatever logo, branding, slogan, or cover art you put up around town because they see it often, they’ll want to know who you are and what your story is. That’s the goal! So keep tabs on busy street corners and other areas where people usually linger, and leave your mark there.
Implementing these marketing strategies will help musicians stand out, build their fan base, and increase brand awareness. By incorporating a multi-faceted approach, musicians can maximize their chances of success and boost their music marketing results.
Promoting a music video effectively requires creativity, consistency, and a keen understanding of your target audience. By employing these strategies, you can give your music video the exposure it deserves and take a significant step toward achieving your artistic and commercial goals.