How To Promote a New Song Release

 


Promoting a new song release can be a daunting task for an artist. Marketing isn't normally a thought when someone decides they want to pursue making art, but it is. Throughout this post, an outline of how to build a strong foundation to promote a new song release will be provided to you.


Promoting A New Song Release

Paid Marketing

When looking to create a paid post/ a promoted post on any platform, one of the biggest factors that need to be considered is:

Who is listening to my music?

This doesn't always seem important, but in reality, it is one of the most important things you need to keep an eye on. Your target market is the audience of people that are listening to the music that you publish. The genre, the age group, the demographics, everything contributes to creating a boiled-down pot of who will be more interested in your music. Geo-targeting and targeting based on demographics like age, sex, and ethnicity are how targeting marketing works on these platforms.

This is important because when doing paid & targeted posts, these social media platforms allow you to specify these demographics, and target locations to help you narrow down a market. Looking at it directly, it might seem like a tool that can only be used by brick & mortar businesses, but that isn't the case.

For example, you are an artist based out of LA, which is a gigantic market, to build that local community before you branch out for satellite marketing (if you decide to go that route) you need to specify more so you aren't spending money on an audience that doesn't care. Age & Sex would be the best option for this scenario, if you are an emo-rap artist, chances are your target market isn't a 60-year-old woman. It's going to be closer around the 16-25 age point an even better option is t check your insights on your social media pages such as Instagram & Facebook, and look directly at your engaging audiences and their demographics, and adjust your campaign accordingly. 

Unpaid & Organic Marketing

Instagram

Your artist page on Instagram (if you have one, which you should) will be the base of operations a lot of the time. This is where sites or influencers will be able to tag & shout you out when they post, and you have your concentrated fan base on that page. 

Posting to Reels is a great new way to get an audience if you have an engaging edit or a music video for the song. Simply uploading the best 15 seconds of the song that will catch people's attention. Reels have shown to get much more engagement & reach than regular Instagram posts. Some general tips I have for posting on Reels is to include some type of text on the Reel, as I have found my Reels that had text on them performed better than Reels without text on them. As well as including Reels into your posting schedule as a regular occurrence. If you post the same clip multiple times, you can choose to have it not show on your main profile so that the duplicates aren't on your main feed.

Including posts that are different from your feed on your Story, as well as re-posting tagged posts onto your story helps engage with your community. Hosting Q&A's on your story so you can engage with your Instagram following on questions about your release as well as other questions can make your engagement spike. But don't worry if your Instagram following doesn't bolster a 90% engagement rate, or even a 30% engagement rate with your stories. Keeping an eye on how many people look at your story can also help decide how much effort you want to put into it. If only 3 people are looking at it, you don't need to spend 3+ hours a week designing a Story feed. 

Regular posts are the staple. You can post to your main Instagram feed in so many different ways it isn't even funny. So with that available to you, you can mix and match different styles so that while you have consistent branding, you can also mix it up so your feed doesn't get repetitive or boring. Slideshows, Videos, Single Photos, and Graphics are all great things to post to your Instagram feed.

Hashtags are one of the key characteristics of Instagram, do some research before you drop 30 Hashtags at the bottom of the Instagram post you just made, realize that using all of them might be hurting you more than helping. Below I'll link a guide to Hashtags for promoting your music once it is done!

 I will be uploading later a post on how to create great consistent content for your social media feeds, so once it is done the link will be added below this sentence!

Facebook

Facebook owns Instagram, so you can operate your Facebook & Instagram page from the Facebook Business Suite. However, a lot of formatting doesn't translate well to Facebook from Instagram. This is why you should consider turning off the option to 'Post To Facebook' on Instagram when you are posting. 

As a rule of thumb, three picture slideshows never translate over well to Facebook. Reels can't post over to Facebook, and hashtags don't help at all on Facebook. Some people could even say they look 'tacky' on a Facebook post. Unless they do a major change of their algo. I doubt that the benefit of a hashtag will change on a Facebook post anytime soon. When I am doing multi-photo posts on Instagram, I go in and individually post the different versions formatted for Facebook on Facebook, and not via Business Suite. 

TikTok

While a lot of people diss on the platform in general, Tiktok is a great resource for artists to work with not only their audio but their visuals as well. As easy as it seems for people to go 'Viral', a lot of the time it's just luck of the draw. I had a video of Heavy Vibe's go Viral on Tiktok and reach 15k likes in under an hour for it to get smacked down by community guidelines moments later. But, it was also a video at Aftershock so that might of offended someone. Tiktok is a great option to build a community, especially if your target demographic is on there. It's a great place to offload your edits, music videos, and even videos of you performing if you have any videos of that. It's a hub to build a community, and if you hit a sweet spot with your post, it's a gold mine. Just stay consistent with posting, and try not to be the person everyone follows because your content is cringe-worthy. 

P2P Accounts

P2P is what I call Pay to Play accounts. They are more predominant on YouTube, but they are also on Instagram and Facebook. I wrote a previous article on promotion through YouTube with these Pay-to-be Posted channels here: HOW TO GROW YOUR MUSIC'S AUDIENCE: YOUTUBE CHANNELS EDITION

Another similar post but for P2P Facebook pages is here: THINGS TO LOOK OUT FOR IF YOU'RE ADVERTISING YOUR MUSIC VIA FACEBOOK FEATURE ACCOUNTS

Promo Firms

These guys send an email out to the hundred-plus emails they have in their contact list, they can cost anywhere from $50/month to $10k+ a month. If you are a new artist just starting out, or as a rule of thumb has an audience that wouldn't be able to pay for your promotion by itself, I wouldn't suggest going this route. A lot of the time these emails just go into my trash folder. I get hundreds of them a day, they all look the same, sound the same, and I'd rather go out and seek music. 

Submission Platforms

Submithub and Droptrack are the platforms that come to mind when I think of submission platforms. These are platforms that have you pay them to submit your music to a concentrated community of bloggers, influencers, playlist coordinators, labels, radios, and more. They vary in cost depending on who you are submitting to through the platform, but it can be a great way to build a media presence by paying for it. They might not all be high-quality articles- I can nearly guarantee they won't be in-depth editorials on you as an artist. But, it can get the ball rolling. 



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