Social media is where most artists build and talk to their audience. Around a release, it is your loudest megaphone - and short-form video has become one of the biggest drivers of music discovery. This chapter is practical: what to post, where, and how often.
Choose your platforms
You do not need to be everywhere. Choose two or three where your audience actually is, and do them well.
- Short-form video platforms - discovery engines. A song that catches on as a sound can travel very quickly.
- Photo and video platforms - visual identity, stories, community.
- Video platforms - long-form content, music videos, performances, tutorials.
- Your own channels - a mailing list and a website are the only audiences no algorithm controls.
Content that works for musicians
- The process - writing, producing, recording, sound design. Audiences love seeing how music is made.
- Snippets - previews of the song before release, especially the hook.
- Performance - live, in the studio, at home.
- Stories - why you wrote the song, what it means.
- Behind the scenes - artwork, video shoots, sessions.
- Trends and formats - adapted to your music and personality.
- Fans - share and respond to fans using your music.
Short-form video and sounds
- Upload your track (or the hook) so it is available as a sound for others to use.
- Post several videos using it, in different styles.
- Lead with the most compelling part of the song in the first seconds.
- Encourage people to create with it - a challenge, a dance, a reaction, a duet.
Consistency
Regular posting matters more than occasional perfection. Plan content in advance, batch-create when you can, and keep posting before, during and well after a release.
Engagement
- Reply to comments and messages.
- Engage with other artists and communities in your genre.
- Collaborate - features, duets, shared content.
- Be yourself. Authenticity builds more lasting followings than polish.
Analytics
Every platform shows which posts work: views, watch time, saves, shares, follower growth. Do more of what works and less of what does not. Watch where your audience lives - it tells you where to play shows and target campaigns.
Beyond one release
Social media is a long game. Every release builds on the audience from the last. Grow your mailing list alongside your socials so you can always reach your fans directly.
Do this now
- Choose your two main platforms and audit your profiles: picture, bio, links, recent posts.
- Plan two weeks of content leading up to your next release, including at least five short videos.
- Upload your hook as a sound and make three different videos with it.