Thread by @heymike

Artists/managers: it's important to be intentional with how you create the social content that accompanies your music.

Here are 5 things to consider when creating content for social to market your music:

For the purpose of this thread, social content doesn't just mean music videos - it includes anything related to marketing your music (performance content, lifestyle footage, b-roll, etc).

These 5 elements aren't the only things to consider when creating content - these were just a few things that were top of mind.

1) Audio

It's easy to use a random part of a song in the background of your content and call it a day but if you're trying to put your best foot forward, it's important to be intentional with the specific time stamps you use.

If the content involves performance (singing or rapping), the time stamp of the song will match the specific part being performed but before even filming, it's important to think about which parts of the song might work best.

Here's where it can get tricky...while it's important to use a part of the song that you personally enjoy, it's also important to identify a section that your audience (or future audience) will likely find compelling and intriguing.

You have a few seconds to capture someone's interest with the specific time stamp you use - what part of the song is most compelling?

Is it the chorus that's super catchy and likely has a chance of sticking, or maybe a few lines in a rap song that are potent enough to encourage shareability because of the flow and wordplay?

Disclaimer - this *not* a call to action to "create" music for social.

This is simply identifying the parts of the music you already created (and that you're proud of) that has the highest chance of converting people into listening to the song.

When you identify a time stamp you feel really confident in, don't be afraid to center an entire social campaign using that specific section to really drive home the point.

2) Brand voice

What does your content say about you?

What story are you telling about yourself and who you are as an artist?

What can potential new fans learn about you from watching your content?

Your content may be super bright & vibrant or maybe moodier and edgier.

Elements like location, colors, contrast, tone, etc all play a part in determining what your content says about you and how authentic it feels.

3) Depth

There isn't one specific format that's guaranteed to crush on social but if you observe content that tends to performs well, there are definitely patterns...

One pattern (among many) is the subject - especially if it's the artist - occupying a significant amount of space within the video frame.

Instead of being distant and hard to see, it's worth experimenting being prominent in your video, even if it means taking up 3/4 of the video frame.

The depth and space you occupy in relation to the background can help capture people's attention as they're scrolling by making you stand out.

4) Text

Not every video requires text...but it can be helpful depending on the video itself.

Whether it's lyrics or the transcription of them talking, text on screen can help retain viewers by keeping them engaged watching a video.

Text can also help hammer home lyrics and embellish what's being performed to the viewer in an easy and digestible way.

5) Utilizing the features of each social platform

Creating content takes time, energy, resources, money, & hard work! When posting the content you worked so hard to create, it's worth being intentional with using the features of each social platform to maximize the post.

For example, on Instagram you can utilize Collab posts to reach a wider audience.

On Facebook, the algorithm penalizes you for putting links in the description of posts so you can put links in the comments.

Each platform has their own set of rules and best practices - it can be hard to keep up with them all but they are worth considering to maximize your content.

Follow me @heymike for more writing on music marketing, strategy, and more.