Making the Most of Video Content
It’s no secret that in 2020, video content became a key way for us all to stay connected and it remains a key component of successful music marketing campaigns.
Utilising All Your Platforms
With platforms like TikTok and Instagram Reels taking centre stage recently, artists and their teams should be thinking of ways to diversify their content so that it’s readily available for audiences to consume across a variety of apps.
When it comes to longer content, artists can make the most of their videos by creating teasers or trimming snippets from music videos, behind the scenes footage and whatever other content they create, to suit Instagram Feeds, social media Stories and TikTok.
Facebook is often overlooked as a platform for video sharing, and we see many artists missing opportunities to grow their audience by sharing their extended content (i.e.music videos), on YouTube, and YouTube only. Facebook’s algorithms actually favour natively uploaded videos, so if you’re sharing a YouTube link to another platform and leaving your video promo to that, it might be time to reconsider that approach.
Content Options
The humble music video is probably the first thing that comes to mind when you’re considering what videos will play a role in your next release roll out, but it’s important not to overlook the content that provides your audience with an insight into your project.
There’s no shame in a DIY approach either, when we say ‘video content’ we’re not always talking about big budget music videos. Fans love to see the authentic behind the scenes content, lyric videos or track explainers that help them connect with artists and further understand the narrative behind a new release. Ariana Grande recently shared a behind the scenes look at her studio session for the ‘Positions’ single, offering fans an exciting look into studio life. Doja Cat’s Acapella videos are another great example of fun, low-fi content to share with fans.
Video content is a fantastic bridging tactic for campaigns too. Maybe it’s too soon to share that next release, or live shows aren’t on the table right now. Offering your audience extra content to connect with is often very impactful, and it’s even better if it’s a unique concept.
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Last week, IFPI shared the Engaging with Music Report 2022, which features a collection of data sourced from 44,000 respondents, aged 16-64.