Music promotion has increasingly shifted toward platforms like TikTok, Instagram, and YouTube, which play a vital role in how artists connect with fans and grow their careers.
However, traditional promo strategies still hold value and can complement modern approaches. Successful social media promotion requires creativity, planning, and authenticity—simply posting “New Single Out Today” or just being present on these platforms isn’t enough. How you use them matters.
Below is a breakdown of both traditional and social media strategies to help artists stay ahead.
Top Tips for Social Media Success
1. Go Where the Audience Is
Different platforms attract different audiences. Understanding who you want to reach and where they spend their time is essential.
TikTok: With a predominantly young user base, TikTok is a must for artists looking to connect with Gen Z and millennials. Short-form content with a high chance of going viral can catapult an artist from obscurity to mainstream. Trends move fast here, so focus on engaging, creative content that resonates quickly.
Instagram: A great platform for more established artists to engage their audience visually. Utilize features like Reels, Stories, and Highlights to keep your profile fresh. Instagram also allows deeper interaction with fans through live streams and DMs, fostering a loyal community.
YouTube: YouTube offers both long-form music videos and short-form content via Shorts. It’s ideal for creating more in-depth connections with fans through behind-the-scenes content, official music videos, or live performances.
2. Build Engagement, Not Just Content
It’s not about posting for the sake of it. Each piece of content should have a purpose: to engage your audience. The key is interaction and making your fans feel involved in your journey.
Involve your audience: Ask questions, host polls, and seek input on everything from what songs to release to where to perform. Fans who feel part of the process are more likely to stick around.
Community first: Social media isn’t just a promotional tool; it’s a way to build a community. Artists like Billie Eilish and Taylor Swift use features like Instagram’s ‘Close Friends’ to offer exclusive content, giving their audience something special and creating an intimate bond.
Consistency is key: Post regularly, but ensure your updates are aligned with your brand. For example, Charli XCX’s strategic roll out of her album ‘brat’ was so succesful that her fans engaged with the story just as much as the music.
3. Go After Viral Moments, But Don’t Rely on Them
Going viral can be a game-changer, but it’s not a strategy to rely on. Focus on creating moments that encourage sharing.
Artists like Sabrina Carpenter and Tinashe have benefitted from viral moments like memes, but these weren’t forced. Create content that feels authentic and encourages organic sharing.
Encourage fans to create content around your music. Challenges, remixes, or even dance trends (as seen on TikTok) often lead to wider exposure without much direct effort from the artist.
4. Authenticity is Non-Negotiable
Fans today can spot inauthenticity from miles away. Staying true to your brand and values will help build trust with your audience.
Don’t just jump on trends because they’re popular. Align your content with your artistic identity.
Example
Taylor Swift’s album, The Tortured Poets Department, has broken streaming records by focusing on fan engagement. The album became Spotify's most-streamed globally in a single day, surpassing 300 million streams, while the lead single, “Fortnight (feat. Post Malone),” set records as the most-streamed song in one day.
Key Strategies
The surprise album announcement at the Grammys generated excitement and curiosity.
Spotify's "poetry library" installation in Los Angeles created social media buzz and a tangible connection for fans.
There were exclusive updates on Spotify that rewarded engaged fans and encouraged sharing.
The album was pushed in various platforms including Spotify and Amazon Music showcasing a strong multi-platform approach.
Fans love seeing what goes on behind the scenes. Sharing snippets of songwriting sessions, studio work, or even daily life can make your content feel more genuine and relatable.
5. Measure What Works
If you’re not tracking what resonates with your audience, you’re missing out on valuable insights. All major platforms offer analytics, and they’re key to understanding what’s working and where to improve.
Metrics like likes, comments, shares, and watch time can give you a clear picture of what content is engaging your audience the most.
Understanding when your audience is most active can help you post at optimal times, boosting visibility without extra effort.
Know where your audience is. This can help with everything from planning tours to timing content releases around time zones.
6. Beyond Socials
Social media is crucial, but it shouldn’t be your only focus. A strong website and an email newsletter are still key pieces of a broader strategy.
A well-maintained website gives you full control over your content and brand. Include tour dates, music links, exclusive content, and an artist bio to keep fans engaged beyond social media.
Don’t rely solely on algorithms to get your content seen. An email list allows direct communication with your fans. Artists like Thao Nguyen use platforms like Substack to connect with their audience through essays, performances, and updates. The indie musician wrote a newsletter called For the Record to share her journey of creating her seventh album. In the newsletter, she gave subscribers a chance to read, hear, and watch her work in real time
Mix up your content with teasers, behind-the-scenes footage, livestreams, and more. Promote your single with different types of posts (e.g., music video snippets, album artwork, interactive Q&As).
Personal replies build a connection. Platforms like Twitter are perfect for interacting with fans, while Instagram Stories and TikTok can give them a peek into your day-to-day life.
Posting regularly without spamming your audience is important. Make sure your posts are snappy, varied, and visually appealing.
TikTok Focus
TikTok’s Influence on the Charts
TikTok continues to revolutionize music discovery, with the app serving as a launchpad for numerous artists like Tyla, Aliyah Bah (Aliyah’s Interlude), and FIFTY FIFTY in 2023 or Sabrina Carpenter, Tinashe and Lisa in 2024 . The platform’s potential to turn a song into a viral sensation has made it a must for emerging artists and established names alike.
"I've noticed that people's attention spans aren't that long anymore," Tyla told 2024 GRAMMYs host Trevor Noah for Interview magazine. "People like watching short videos, so with my music, I love creating small videos that I hope will trend. Because I've been on social media throughout my life… I use that to my advantage when promoting a song."
TikTok Best Practices:
Artists like Tyla have capitalized on viral challenges like the "Water" dance, Aliyah Bah’s track “IT GIRL” took over TikTok with outfit transitions and lip syncs, Sabrina Carpenter with Espresso and Charli XCX with the ‘Apple’ dance. Think of how your music can spark its own trend or meme.
TikTok's power lies not just in random trends, but in influencer partnerships. Record labels and artists can collaborate with influencers, both large and micro, to help songs go viral. This strategy allows them to tap into different audiences and trends that resonate on the platform.
TikTok thrives on UGC. Marketers are increasingly using platforms like Pearpop and Preffy to create challenges that encourage users to generate content. This can be a great way to build organic interest around a song, tapping into the viral potential of user-driven trends.
TikTok’s culture of remixing songs (sped-up versions, mashups, etc.) can give older or less popular tracks a new lease on life. Including strategies to engage with remix artists or even commissioning remixes could be a powerful tool for artists looking to keep their tracks relevant.
Low-effort but high-impact, AR filters and effects can be used in TikTok campaigns to drive engagement. Incorporating these into promotional plans can help artists connect with fans in a playful, accessible way.
Not all successful campaigns rely on influencer power. General-interest content creators, like those posting slime videos or hydraulic press clips, can help a song break through in unconventional ways by simply using the track as background music.
While TikTok offers many opportunities, it can also be draining for artists, who are expected to be content creators on top of making music. It’s important to acknowledge the pressures artists face, balancing promo with their artistic endeavors.
Radio stations and streaming services are adapting to TikTok trends. Channels like SiriusXM’s TikTok Radio showcase how traditional outlets are integrating short-form video-driven songs into their programming. This section can discuss how TikTok-driven success is bolstered through radio and streaming playlists.
Traditional Promotion: Still Vital
Despite the rise of digital platforms, traditional promotion strategies remain crucial for long-term success. These tried-and-true methods, such as PR, radio airplay, and live performances, still play a vital role.
Traditional Promo Strategies Include:
PR and Press Kits: Press releases to industry publications and radio stations remain effective. Artists should also engage with local and national media to gain coverage for new releases.
Live Performances: Whether it’s small gigs or festivals, performing live is still a great way to connect with fans and build a dedicated following.
Email Newsletters: With social media outages (remember Facebook’s infamous 2021 crash?), email lists are a reliable way to maintain direct contact with your fanbase.
Cross-Promoting on Multiple Platforms
While TikTok may dominate music discovery, artists can’t rely solely on it. Balancing your efforts across platforms like Instagram, YouTube, Threads and X is essential. Each platform caters to slightly different audiences, offering unique ways to promote your music.
How to Approach Cross-Platform Promotion:
Tailor Content to Each Platform: What works on TikTok might not resonate the same way on Instagram or Twitter. For example, create Reels specific to Instagram rather than reposting TikToks with watermarks.
Connect with Other Artists: Build relationships with fellow musicians through shoutouts and collaborations online. Not only does this expand your reach, but it also fosters community support.
Influencers in Modern Music Marketing
Influencers are becoming key players in music promotion - just look at the influence that Aliyah Bah, Julia Fox, Gabriette and Rachel Sennott had. Influencers can introduce your music to their followers in a fun and authentic way.
Work with influencers who genuinely align with your music and brand. Authenticity is key to a successful campaign.
Smaller influencers often have more engaged audiences and can provide a higher return on investment for your marketing efforts.
Analytics
Staying on top of your analytics will help you refine your strategy. Monitor which posts resonate most, what times are optimal for engagement, and which platforms generate the best results. Don’t be afraid to switch up your approach based on data.
Tools like PUSH.fm, Linktree etc offer Smart Links and analytics to help you track engagement across multiple platforms, giving you the insights you need to continually improve.
Branding
Branding as a musician means telling the world a clear and cohesive story about who you are and what drives your music.
Consistency in branding helps artists create a distinct presence online. This doesn’t just mean visually; it’s about maintaining a cohesive voice and message across all platforms. As an artist in 2024, your brand is your music, your visuals, and how you engage with your fans. Here’s how you can approach it:
Ensure your logo and artist name are clear, memorable, and used consistently across all platforms and promotional materials.
Define why you create music, how that translates into your sound, and what type of music you make. This "why" should resonate through your social media, visuals, and performances. Authenticity is key.
Identify what you’re passionate about, what you do best, and what drives your growth. Align these strengths with your brand and focus on areas where they overlap.
In two sentences, explain what makes you unique as an artist. This statement will guide decisions and help ensure consistency across your branding efforts.
Identify 3-5 values that reflect your identity and drive your creative decisions. These could include creativity, connection, or innovation.
Choose keywords to describe your brand’s tone of voice. These should be consistent across your communications, from social media to live performances.
Be open about your journey, inspirations, and what makes your music unique.
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