Top alternatives to short-form video for music promotion
Following trends like short-form video isn’t for everyone. You can be camera-shy and still promote your music.
Short-form video has taken the world by storm. Channels like TikTok and YouTube Shorts have exploded, helping to launch and further the careers of many artists. But, if the idea of chatting to the camera makes your introverted self shudder, there are other effective ways to promote your music.
Thanks to algorithms and trends, artists (both independent and signed) have been encouraged, sometimes even forced, to create short-form video content. This is all in the name of promotion, with “better” video content being pushed further by said algorithms. But, this isn’t for everyone. Video-editing and finding the best lighting may well be much lower down your list of priorities, with crafting your music and focusing on writing or recording taking the top spots.
Rather than ditching music promotion altogether, it’s smart to find alternative ways to push your work. It’s not short-form video or bust. So, here are some top alternative forms of music promotion that might work better for introverts and video-making novices.
Playlists
Playlists are a fantastic way to reach new listeners and push your music to new ears. Platforms like Spotify push songs on user-generated playlists, with each addition sending a signal to the algorithm to include your music in more radios and daily mixes.
But, you don’t have to rely on the hope that people will add your songs to their playlists to get heard on them. You can contact playlist makers directly, or use sites like SubmitHub or Soundplate.
Additionally, you can aim for editorial playlists on platforms like Spotify. These are constructed by a staff of tastemakers who curate the playlists, featuring the greatest submissions, ready to be shared with millions of listeners.
If you’re swerving short-form video content, focusing on playlists is a very smart move. These curated collections of songs act like a recommendation system, showing the algorithms which types of listeners are likely to enjoy your music. Even smaller, non-editorial playlists with relevant audiences can help to increase your reach and streaming stats.
Live performances
Before digital streaming platforms and platforms like YouTube, the good old-fashioned way to promote your music was by playing live. Whilst you can now employ numerous promotional tactics to share your music, performing live is still a highly effective way to boost your reach.
You don’t have to be headlining sell-out shows to spread your music around. You may not be there quite yet, and that’s why you’re looking for new ways to promote your music, right? Here are some ways you can promote your music by performing live.
- Local open mic nights
- Support and open for other bands that fit with your style, and who already have your desired audience following them
- Host a promo night with other bands who are similar and looking to promote themselves
- Share your music or covers on TikTok or Instagram (you don’t have to show your face or create a quirky, fast-paced short-form idea)
You can also experiment with live streaming your performances on platforms like Twitch or Instagram Live, reaching a wider audience without needing to edit videos.
Collaborations
Besides video content, collaborations are a highly effective way to promote your music. Collaborating with other artists is a great way to cross-promote each other’s music, utilise one another’s audience, and provides a perfect opportunity to learn from a fellow artist. Here are some top tips for setting up a collaboration and getting the most out of it.
- Finding the Right Collaborators: Explore Spotify’s “Fans Also Like” section or engage with artists on social media who have a similar style to yours.
- Types of Collaborations: You can co-write songs, feature on each other’s tracks, or remix each other’s work. Each approach brings something new and allows both of you to promote to your fanbases.
- Benefits: Collaborating means doubling your exposure, as both you and your collaborator will share the new project with your audiences. It’s a great way to reach more listeners without additional marketing effort.
- Networking: Beyond promoting your music, collaborations help you build valuable relationships in the industry. These connections could lead to future gigs, more collaborations, or other opportunities.
Social media ads
If you’re not keen on creating short-form videos, paid advertising can still work for you without requiring extensive content creation. A simple way to do this is by using your album art or a still image of your single as the background for your music track, then using that static content for ads on platforms like Facebook, Instagram, or YouTube.
Social media ads can help you reach a targeted audience quickly, and they allow you to promote your music without being on camera. You can put together these still image advertising videos easily and for free on sites and platforms like iMovie or CapCut.
Email newsletters
Email newsletters are a powerful way to connect directly with your audience and keep them engaged. By building a mailing list, you create a loyal fanbase that can receive updates about your music straight to their inbox. Here’s how you can use newsletters effectively:
- Sign-Up Incentives: Encourage fans to join your mailing list by offering exclusive content, like a free track or early access to news.
- Regular Updates: Share personal stories, new releases, tour dates, and behind-the-scenes insights.
- Exclusive Perks: Offer exclusive deals such as early ticket access, unreleased music, or special discounts on merch.
This personal touch helps maintain fan loyalty and keeps them excited about your journey.
Wrapping up
Promoting your music doesn’t have to rely on creating short-form videos, especially if you’re camera-shy or prefer focusing on your craft. By using strategies like playlist placements, live performances, collaborations, email newsletters, and targeted social media ads, you can reach new audiences while staying true to your strengths.
These approaches allow you to build meaningful connections with your fans and grow your following organically. The key is finding the right mix of tactics that suit your style and resonate with your audience. Not everything will work for you, so keep trialling different promotional strategies, and don’t worry about swearing off short-form video.