It’s no secret that short-form video platforms have become the “it” thing for musicians looking to amplify their reach, engage with their fans, and show off their creativity. It’s why TikTok, Reels, and even YouTube Shorts have seen such massive success. Embracing these platforms isn’t just about sharing music but it’s about leveraging a space in the digital landscape for you and your fans. It’s about connection, and yes, visibility. While music alone was once enough to catapult musicians to success, now it’s about creativity and originality.
Which platform should I focus on?
If you’re wondering where to start —TikTok, Reels, or Shorts, the answer is simple. Go where your audience is. Also, go where you’re most comfortable. Each platform has its benefits and each has a slightly different demographic. TikTok, of course, is still incredibly popular with a younger crowd (think, teens) and if you love to hop on trends, then TikTok is your jam. YouTube Shorts on the other hand is great if you’ve already built a steady YouTube following, release a lot of video content, or your brand is very tied into your YouTube channel or visual art in general.
It’s also great for short engaging content that might not be viral but might be more “how to.” Reels is great for a more millennial audience, or if your brand is more steadily on Instagram already. It’s not as viral/trend based as TikTok, but if you’re still building a fanbase it might offer more visibility then say, YouTube Shorts.
Ideally, these things are done in conjunction. By sharing to all of them and seeing where the response is, you’ll get a much better sense of who (and where) your audience is.
How do I leverage short form video for fan growth?
By consistently sharing captivating snippets of your music, behind the scenes, and day to day, you can create a more personal connection with your fan base. Don’t underestimate those personal bits either. It might seem silly, but sharing parts of your day or the emotion behind a song or decision with your music or live show really helps fans feel like they’re right there in the room with you, and that kind of honesty and transparency is what creates superfans.
By leveraging these platforms, you can encourage fans to engage through challenges (such as asking them to comment or even participate in different marketing opportunities and contests) trends (hello TikTok!) and creative interactions (having them create a dance to your song, design your next piece of merch, choose a lyric) helps foster a sense of community and belonging among your fans.
I’m stuck. What kind of short form videos should I create?
This is a totally normal feeling! It can feel like a lot of pressure, but remember, this is about having fun and doing things YOU would want to see and be a part of! When you’re brainstorming ideas consider a diverse range of content that highlights your brand.
For instance, behind the scenes looks at your songwriting, studio time, and music video shoots is one idea. Sharing video from your live shows, early looks at new merch, sharing clips of songs before they’re released, tutorials for your songs, are all options when it comes to short form video content.
Don’t forget to include pieces of your personal life, especially if things like love, friendship, vulnerability are part of your brand and what you want to put into the world. Allow people to feel like they know you through your content. That’s the most important piece. If you do that, you’ll never have trouble coming up with ideas or getting fans to pay attention.
Still need a little inspiration?
There are a ton of tools out there to help you build the perfect short form video content in to time, including in the apps themselves. But if you’re looking for a little extra help, check out something like CapCut.
CapCut offers an intuitive and comprehensive app for creating videos, including templates that allow you to simply add in your videos or photos, change up the text and music, and you’re good to go. You can tailor it to your music and brand without trying to figure out what trend to jump on or spending hours editing it together.
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