Make promotion for your music video a game and ask your fans to share
I’m starting to learn that music promotion is not just about amazing content, it’s about how you share it. Let’s assume you have amazing, high quality content, like a music video posted on YouTube that you just spent weeks pouring your heart and soul into, and it hasn’t quite gone viral yet. How can you boost views and downloads and likes without bugging the heck out of your fans or spending a gazillion dollars on ads?
After months of trial and error, I found one promotional strategy that actually produces results.
Create a game
I don’t mean re-invent Chutes and Ladders. I mean make a game of a short term goal that you can measure, like getting up to 1,000 YouTube views on your new music video in 24 hours, or to get 1,000 Facebook likes by the end of the week, or trying to get 20 shares on your iTunes single’s link. I create a game once a month or so and present it to my fans. I always see positive results, even if the game isn’t “won,” i.e., our exact numbers weren’t reached.
Make a powerful, direct, specific request
Make a request in such a way that people will take an action. For example, “my new video is up on YouTube!” is not a request. “Check it out” is a request, but it’s not powerful, specific, or direct. “I’m playing a game to get 1,000 views on this music video before the end of the day tomorrow. Will you please share this link today?” is powerful, direct, and specific.
It’s powerful because it’s straightforward and honest. Plus, people like to play games and you have invited them to be a part of yours. It’s direct because you are asking them directly to share the link, not just posting a link hoping they’ll share it. It’s specific because there is an action they have to take by a certain time (sharing your link, today, or choosing not to). They will think in their heads “no,” or they will share it. Either way, making a powerful, direct, specific request causes people to take a second to think about what you are asking.
Acknowledge every share
Once you’ve made your request, people will share your link, I promise. Stay on top of the shares, and make sure to acknowledge every share, whether “liking” the share, or commenting on their page, thanking them. Keep track of and respond to all comments. By creating this game, you have also created a community. Anyone who shares is now part of it and wants to win. It has gone from being about you winning to them winning, too.
Keep the players updated
Throughout the designated time you’ve established for your “game,” post updates on how far you have to go, how far you’ve come, etc. Keeping tabs on the progress will also allow you to post mentions of the game without feeling like you are bugging people to share. You’ve made the request and now are following up on the results and keeping your fans informed.
It’s not about winning the game, by the way. It’s about generating more views and a connection between you and your fans. If you hit your marker, cool. If not, you’ve tightened the bond between your fans and your content and presented yourself in a powerful light.
Cheryl B. Engelhardt is a singer/songwriter and composer. Her website is cbemusic.com and you can follow her on Twitter @CBE. She authored the killer eCourse, “In The Key Of Success: The 5 Week Jump Start Strategy,” which will get your career moving in the direction you want (go get it now). Check out her composing reels and her new epic music video, complete with rock climbing and helicopter shots!
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Wait! Don’t post that music video on YouTube without a sync license!