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It is not news that in 2024 musical promotion has evolved beyond traditional methods. With the explosion of platforms like TikTok, artists have good opportunities to make their music transcend global audiences. However, simply uploading clips of your songs isn't enough. In this blog, we'll explain the best strategies for promoting your music through short videos, helping you capture the attention of fans and potential fans.
1. Viewing Time Is the Key to Virality
Did you know that the key to your content going viral on TikTok isn't views, but viewing time? TikTok's algorithms prioritize content that keeps viewers engaged. Focus on creating videos that engage your audience from the first second. A good practice may be to make visual changes every 2-3 seconds.
2. Capture the Emotional Response to Your Live Music
Live performance videos can be powerful, but if you want to maximize their impact, show the emotional reactions of your audience. Whether it's a parent, a partner, or even a stranger, capturing how others react to your music creates an emotional shortcut that instantly connects with viewers.
3. Entertain or Inform in the First 2 Seconds
In the Age of the Attention Economy, you only have a couple of seconds to captivate users. Make sure your content is immediately entertaining or informing. As an emerging artist, it's crucial that your videos offer more than just music; think about how you can educate or entertain your audience at the same time.
4. Visual Consistency: Build Your Brand
Visual consistency is essential for building a recognizable brand. Like your favorite comedy sketches, where the formula and format are familiar, your videos should follow a consistent style that viewers can quickly identify. Not only does this help them remember you, but it also increases the likelihood that they'll see more of your content.
5. Collaboration: Expand Your Reach
Collaborations have always been a powerful strategy in music. By working with other artists or even influencers, you can expand your reach to new audiences. Think about how La Rosalía collaborated with Tokischa or Run DMC with Aerosmith; these unions exponentially expand your audience potential.
6. Engage with Your Sight Before Your Ear
Although TikTok is a “sound on” platform, 80% of the content on social networks is consumed with the sound turned off. It's crucial to capture attention visually before the user decides to turn on the sound. Consider using attractive thumbnails or titles that give context and generate curiosity.
7. Create Platform-Specific Content
The highest-performing content is content created specifically for the platform on which it is published. Don't reuse horizontal YouTube videos on TikTok without adapting them; use tools like Canva to adjust your clips to the right formats and make the most of each platform.
8. Popular Song Versions: A Timeless and Intergenerational Strategy
Covering popular songs has always been an effective tactic to capture attention. TikTok makes this task easier for you by showing you which songs are trending. Take advantage of these opportunities to create versions that resonate with the audience and then introduce your original music.
9. Prioritize Short Videos Over Music Videos
In 2024, long music videos are only effective if you already have a strong fan base. If you're still building your audience, invest in creating multiple short video clips. Not only are these easier to consume, but they're also more likely to be shared and attract new followers.
10. Promote Your Content with Better Performance
Always start with organic posts and monitor which one performs the best. Once you identify content that stands out, promote it to reach wider audiences. Repeat what works and continuously optimize your content strategy.
Conclusion
In 2024, musical promotion consists of experimenting. To stand out, you need more than just great music; you need to create content that's not only engaging, but also optimized for the platforms you're using.
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