If you’re planning on putting out a music video any time soon, I’m sure you want it to perform the best it possibly can. For that to happen, the prep should start way before release day is even in sight. In this post, we’re breaking down everything you can do to make sure your upcoming music video performs at its highest potential. Here’s your ultimate guide to crafting a pre-release strategy that’s sure to deliver real results…
Pre-Release Day Tips to Maximize Your Music Video Performance
Content Prep
When it comes to releasing music videos (and in life for that matter), being organized and prepared ahead of time is the best thing you can do for yourself. When you have everything in place before launch day, you can sit back and enjoy the process rather than be scrambling last minute in a stress-fueled frenzy.
Start by finalizing your visuals. This includes the video itself, promotional images, teasers, and any social media graphics. Keep in mind that having everything consistent across your platforms helps your release feel cohesive, polished, and professional, so don’t leave these to the last minute! Set them up well ahead of time so they’re ready to go, and once your visuals are locked in, this is where a social media content calendar really comes in handy. With it, you’ll have a roadmap for when and what to post, which helps keep everything organized and stress-free.
In your content calendar, consider sharing a variety of content types like:
- Teasers from the video
- Countdown posts to build anticipation
- Behind-the-scenes shots to give your audience a peek behind the curtain
- Stills or clips from the video to tease the visuals
For your posts, please make sure your graphics are optimized for each platform (square for Instagram, vertical for TikTok, etc.). Having pre-made assets ready to go makes it easier to stay on schedule and stay consistent with your messaging. And if you’re planning cross-promotion with collaborators or influencers, get those materials ready too. Reach out early and prepare pre-made posts, captions, and images that they can use. This way, they’ll have everything they need to help promote the release without you having to chase them down last minute.
Lastly, PLEASE double-check your video distribution. Make sure your video is prepped for platforms like YouTube, Vimeo, VEVO, etc., and that everything is scheduled properly. If you’re using a distributor, make sure to confirm all the details so there are no surprises on release day. (If you’re distributing with us, we recommend submitting your video for distribution at least a month before your release to give our marketing team time to pitch it on our end, but to also give you time to promote the release properly.)
Want to dive deeper into the ins and outs of video distribution? Check this out…
How To Choose a Release Day
Choosing the right release day is truly half the battle and a crucial part of your strategy. What may seem like a simple decision can actually make a big impact on how your video is received and how much attention it gets. A well-thought-out release day sets the tone for your entire launch, so be sure to take the time to plan it carefully.
- Start by considering your audience. When are they most active and engaged?* Pay attention to the days and times when your followers are most likely to be on social media or streaming platforms. For example, if your audience tends to be more active during weekends, a Friday release could be a good choice. If your fans are spread across different time zones, try to pick a time that maximizes the chance of engagement from all regions.
- Next, try to avoid competing with major events or releases that could overshadow your video. Check out the calendar for any significant holidays, music festivals, or any other big events that could distract from your launch. It’s also worth checking if other artists in your genre are dropping major projects around the same time. You want your video to stand out, not get lost in the noise.
- Think about your own schedule and the level of attention you can honestly give the release. Are you going to be able to engage with fans and promote the video on the chosen day, or will you be tied up with other things? Choosing a day that fits with your availability will ensure you can give the release the attention it deserves.
- Lastly, consider how far in advance you’re announcing your release. Giving your audience enough time to mark the date and get excited is key! But if you announce it too early, you risk losing momentum. Personally, we recommend a month of lead time to give fans a solid window to get ready.
*Note: Figuring out when your fans are most active is no guessing game. Be sure to make an informed decision with all the data available to you with analytics tools like these to guide you.
Involve Your Audience
One of the most powerful tools you have as an artist is your audience. The more engaged your fans feel, the more likely they are to share your content, hype up the release, and be there ready to stream on premiere day. To start, consider teasing the video with small snippets, behind-the-scenes footage, or a countdown to create buzz leading up to the launch. For example, you could share a quick 5-10-second clip from the video or behind-the-scenes shots of the setup for a key scene. Then, you can post these on your stories or through in-feed posts to build anticipation far before the release day.
Aside from this, you can also encourage fan engagement by running polls or Q&A sessions on your socials. Ask your followers to vote on things like which outfit you should wear in the video or which location they think the video was shot at if you’re staying local. You could also host a Q&A where you reveal fun facts about the song itself, the video’s creation, or just answer fan questions. It’s also not a bad idea to create a unique hashtag for the video, like #BehindTheScenesWithVideoName, and encourage fans to use it when posting their thoughts or guesses about the video.
Sharing behind-the-scenes moments keeps the energy high and lets fans feel like they’re truly part of the process that got you where you are as an artist. That meaningful connection with your audience is what’s going to bring you more streams than anything.
Building Hype
As an artist, you should be no stranger to building hype around your music. But by taking things to the next level and reaching beyond your core fanbase, you can make sure more people are already talking about your video before it even drops. The more excitement you generate now, the more eager your fans will be to hit play the moment it goes live. Aside from what you’re already doing by involving your audience as we mentioned earlier, you can also consider pitching your release to music blogs or online media outlets. Many publications love to feature upcoming videos, especially if there’s a unique angle or story behind your project. A simple pitch email with a teaser and a short description can go a long way.
If you’re feeling ambitious, think about planning a special premiere event. It could even just be a virtual watch party on YouTube or a live-streamed countdown on Instagram or TikTok. Adding an element of exclusivity, like answering fan questions live or sharing behind-the-scenes stories during the premiere, makes the event feel like an occasion, not just another post. If you don’t quite have the time for something like this, you could also try things like:
- Running a challenge or contest: Encourage fans to create their own content around your video, like a dance challenge, cover, or art inspired by the song. (Note: User-generated content (UGC) is a game-changer for independent musicians looking to connect with their fans and grow their reach. Learn more about how to use UGC here.)
- Using paid ads strategically: Consider boosting key posts on platforms like Instagram, Facebook, or YouTube to reach targeted audiences who might vibe with your sound.
Premiere Features
The premiere of your music video is an exciting moment, and with the right prep, it’ll be a memorable moment for both you and your audience. Platforms like YouTube and Facebook offer premiere features that allow you to schedule a time for your video to go live and have a live chat with your viewers as it plays. These features are an amazing way to make the release feel more like an event and give fans a chance to interact with you in real-time.
Before your premiere, make sure to promote the date and time well in advance, giving your audience something to look forward to. Use the countdown feature on YouTube to remind fans about the premiere time, and share it on your socials. When the video goes live, remember to engage with your audience in the live chat. Respond to comments, answer questions, and thank them for their support! Without them, who is this all even for anyway?
Remember, the way you handle your pre-release strategy sets the tone for how your video will be received. So, take a deep breath, stay engaged, and enjoy the moment when it comes.
To wrap things up…
As an artist, your music takes on a piece of you that is personal, meaningful, and connected to you in a way that means more than just streams and views. With this music video, you’re bringing a vision to life in a way that resonates with your fans on a deeper level. It’s more than just visuals, it’s a story, an experience, and a reflection of your artistry. By putting in the work ahead of time to plan, prepare, and build excitement, you’re not only setting yourself up for a successful release but also creating a meaningful connection with your audience.
Remember, the lead-up is just the beginning. Once the video premieres, there are countless ways to keep the momentum going. Luckily for you, we’ve done a couple articles to help you maximize your efforts every step of the way…
Music Video Release Day Tips for Better Performance on YouTube
Post-Release Day Tips for Better Engagement on YouTube
8 Types of Repurposed Content You Can Create From Your Music Videos
YouTube Advertising Basics Every Musician Should Know
Good luck!
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