We all know that back then, marketing was completely different. Artists struggled to achieve fame in any way possible. Back then, there was no Facebook, Instagram, or TikTok. Artists had to pay newspaper companies to publish articles about their songs in newspapers, or on television, in CDs, and through other means.
Now, things have changed; everything is much easier with the advent of different social media platforms. Now, anyone with a strategy can promote their music, or even do so without any strategy, as seen on TikTok.
TikTok has an interesting algorithm that can make your music go viral, hitting millions of views in a short time, like the artist ‘MC Menor JP.’
I think most of us know him, as he went from being unknown to a super viral TikTok star. He released a song that he sang live in a TikTok video, which is now available on YouTube and other music platforms. On YouTube, he achieved over 35 million views, and on Spotify, over 22 million streams. And that’s all thanks to TikTok.
Now, the best chance and free way of marketing is TikTok, as I mentioned, but we also have other options, like sharing your song on Facebook pages and groups, as well as on Instagram. Additionally, you can do promotions on Facebook and Instagram or work with private marketing companies.
The hard part is after you achieve all of those millions of streams and views: how to keep them and turn them into your fans, so they subscribe to you, follow you on social media, etc., and wait for your next release. It’s true that it is easier to achieve those numbers but hard to maintain them, so you must come up with a strategy. There are a huge number of artists who went viral like him but lost their audience after a short time because they didn’t know what to do next, and that is where a good manager comes in. The must-have things for an artist with such numbers are a manager, a music distributor, a publisher, a good producer, etc.
The best tips I could give to turn those viewers into your fans are:
1. Engage with Your Audience Directly
- Leverage Comments: Respond to comments on your TikTok video and other social media platforms. Fans love when artists take the time to acknowledge them, and this can turn casual viewers into engaged followers.
- Go Live: Use TikTok or Instagram Live to chat with your audience, perform acoustic versions of your songs, or share the story behind your viral hit.
2. Use Your Bio and Links Strategically
- Add direct links to your streaming platforms, YouTube channel, and social media in your TikTok bio. Use tools like Linktree to create a hub for all your content.
- Make it easy for viewers to find your other songs, merch, or upcoming shows.
3. Encourage Social Media Following
- At the end of your TikTok or YouTube content, remind viewers to follow you on Instagram, Twitter, or any platform where you’re active.
- Offer exclusive content for followers, like behind-the-scenes videos, sneak peeks of upcoming releases, or personalized shoutouts.
4. Deliver Consistent Content
- Keep the momentum going by releasing more content while your viral moment is still fresh. Post regularly on TikTok, YouTube, and Instagram to stay visible.
- Experiment with different content formats, such as tutorials, collaborations, or even memes, to keep your audience engaged.
5. Create a Community
- Start a Discord server, Telegram group, or private Facebook group for your fans. These platforms allow you to interact with your most loyal supporters and foster a sense of belonging.
- Use these groups to share exclusive content, host Q&A sessions, or simply chat with fans.
6. Collaborate with Influencers
- Partner with influencers or creators who align with your brand to help sustain your reach. A creator dancing to your next song or sharing your story can amplify your presence beyond the initial viral hit.
7. Offer Value Beyond the Music
- Share relatable stories, lifestyle content, or inspirational messages. Fans often connect with artists who show authenticity and vulnerability.
- For example, if your viral song has a powerful backstory, share it. Fans love to feel emotionally connected to the music they listen to.
8. Build an Email List
- Email marketing may sound outdated, but it’s incredibly effective. Encourage your followers to sign up for a newsletter where you can share exclusive updates, new releases, or upcoming tour dates.
9. Convert Viral Listeners into Streaming Fans
- Promote your Spotify or Apple Music profile alongside your TikTok videos. Encourage viewers to add your song to their playlists, which helps you rank higher on these platforms’ algorithms.
- Highlight milestones, like “Thank you for 10 million streams!” to keep fans invested in your journey.
10. Plan Your Next Big Hit
- Use the momentum of your viral song to tease your next project. Share snippets or behind-the-scenes clips of your upcoming release to keep your fans excited.
- Use TikTok trends to create engaging content around your new music, ensuring you remain relevant in the fast-paced platform environment.
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