More than 60,000 new tracks are uploaded to Spotify every day and 300 hours of video are uploaded to YouTube every minute. Musicians need to find crafty ways to create teasers, promos, and music videos that give them an edge. Here are some video tips to boost your music marketing strategy.
Video for bands and solo artists: the absolute basics
The music industry is constantly evolving, but video isn’t going anywhere.
Before you dive into making videos, do some research: How many video views are your biggest competitors racking up on a weekly, monthly, and quarterly basis? Consider these metrics a baseline for you to set your goals.
Second, think about whether a music video on YouTube and Vimeo will actually help you meet your goals. Combined, these platforms have billions of users and millions of artists trying to dominate their algorithms. Producing 15-second clips on TikTok for a niche audience has become a popular route for artists to go viral on social media. (Need TikTok video tips for musicians? We’ve got you covered.)
Building an online presence in addition to making videos is important, too. If fans are obsessed with your TikTok, consider monetizing your tracks on Instagram Reels and stories. If your website needs a tune-up, set aside the time and funds to make updates before dropping new content.
Finally, new artists often struggle when they don’t have a clearly defined target audience. Even a clever promo or shiny music video won’t land if it’s reaching the wrong user. Remember: Video is only one component of your music marketing strategy, so brush up on the basics.
Hype up your content with promos and teasers
Whether you’re promoting your latest EP, a music video, or a tour, promos and teasers help increase organic traffic to your website and social media channels. They’re key to word-of-mouth marketing for your music. These budget-friendly videos combine the best clips of you and your band with your favorite tracks to make a powerful impact.
Promos are typically 5-15 seconds. Follow the one-word-per-second rule, writing no more than one word for each second of your promo. Think of a promo as a simpler and more visually engaging ad that leverages simple but memorable CTAS. Think “Coming soon,” “Out on [DATE],” and “Stream now: [PLATFORM]” in large, catchy fonts that reflect your personality as a band or a solo artist.
Unlike promos, teaser videos are usually 1-1.5 minutes long. They give you more freedom to write more and give new users an inside look into what differentiates you from other artists.
Making music videos on any budget
With the right planning and innovation, it’s possible to make stand-out music videos on a budget. How successful you are boils down to more than just dropping serious cash on a videographer and costumes. Before you get started, ask yourself three important questions:
- Do I have a solid email strategy? Email marketing might seem outdated, but it’s the number one driver for sales in every business. Musicians often don’t capitalize on email to remind fans of music video and merchandise launches, and it’s a costly mistake.
- Is my YouTube channel optimized? If you’re trying to make it big on YouTube, optimizing your videos is equally as important as making them attractive. Using the right keywords, thumbnails, and more allows your videos to reach your target audience.
- What’s the point? This one might seem like a no-brainer, but consider how your music video ties into the bigger picture of your music marketing strategy. After watching your video, what’s the most important thing that your target audience should remember about you?
In addition, following these fail-proof tips will help make your music video a success:
- Fonts and type colors that work well for promos and teasers may not work well for your music videos. The text should be well-timed and easy to read.
- Promote your music video on social media with behind-the-scenes clips before, during, and after the shoot. (These clips can be more casual than your typical teasers and promos.)
- Use email and Instagram Stories to countdown to your music video’s launch date.
- Submit your music video to YouTube and other relevant websites well before your launch date. Aim for one month in advance to allow these channels to promote your launch for you.
A word of advice: Optimize your videos for mobile
Publishing videos without factoring in UX is a common mistake among new artists. Remember to optimize your videos based on where you’re uploading them. If your video looks stunning in 16:9 but awful on mobile, rethink your strategy: Mobile users comprise more than half of Web traffic worldwide.