YouTube is not only a valuable platform for musicians to host their music but for marketing it as well. Previous Stem blog posts touched on how to optimize your videos with SEO and promote your music on YouTube. In this post, we’ll guide you through how to grow your YouTube channel as well as use it as content with other marketing efforts to nurture your current audience and reach new fans.
Update Your YouTube Profile Picture & Header
If you’re releasing an album and entering a new era for your music, make sure to update your YouTube profile picture and header to showcase your upcoming record. Pro tip is to do this across all of your platforms so that your branding is consistent for fans, no matter where they’re listening to your music.
Upload Behind-the-Scenes Videos
When you’re building up to your album release, make sure you film some of the recording process. Fans like to see how you’re going about making the album and they want to share your excitement as you work on your new music. Compiling show recap videos while on tour are good ways to engage your fans. Show recap videos also highlight performance snippets of new songs your fans are dying to see live. These videos are great behind-the-scenes content that let your fans partake in everything from an album creation to life on the road to help develop your community.
Once you have a few videos created under various themes, make sure to group them together in YouTube Playlists. If you’re uploading show recap videos for a specific tour, create a playlist for that tour so your fans can follow along in that journey.
For an album release, include your music videos and Behind the Scenes takes into a playlist leading up to and continuing through the album’s release. Prior to release, a fan can turn to this playlist for news on and new music from the upcoming album. Once the album is out, this playlist can be used like a video journal, telling the story of this album!
Keep Your Video Content Cohesive
Get many different cuts of new videos so you can utilize them across all of your channels for your fans! Instead of only uploading the full video on YouTube, upload a :15 second vertical clip as an Instagram story or a :30 second clip as an Instagram post, and include the link to the full video in your bio. Here’s a chart outlining high level specs for social media video cuts.
Sharing an Instagram story is a good way to tease a new music video before it premieres. Link to the full video in your bio, as this will help drive people to your YouTube Channel and remember to encourage fans to subscribe to your channel with a note in the video’s description.
Remember YouTube & Spotify Cross-promotion
Cross-promoting on YouTube, Spotify and your socials is important to reach your fans, wherever they’re listening to your music. Here are some tips for making use of these platforms, together:
- Make sure to include links to your streaming profiles in your YouTube video descriptions.
- Keep your artist branding across YouTube and Spotify consistent.
- For Instagram Story ads, use a :15 clip of the full video that’s on YouTube and have your landing page as the Spotify URL. If it’s a new single, fans are able to stream the new single on Spotify right then and there. They will also recognize the video on YouTube and want to watch it in full.
Test YouTube Advertising
Once you have videos uploaded to your YouTube channel, they can be used in advertising to further promote your music on YouTube. As long as you have an Ads Account with Google, YouTube advertising is at your fingertips. There are 2 main types of YouTube advertising: remarketing and prospecting.
Remarketing equates to nurturing. When fans have visited your website or watched other videos on your YouTube Channel, nurture them with new videos in the form of YouTube ads. Keep in mind that you can control the frequency at which you show video ads so if you want to only nurture someone twice a week, you can.
Before you can start using YouTube Remarketing, make sure Google’s Remarketing Tag is placed on your website and/or your YouTube Channel is linked to your Google Ads account. Here’s how to place your remarketing tag and create a remarketing list once this tag is placed. If you want to remarket to previous video viewers or subscribers of your YouTube channel, here are some tips from Google on creating video remarketing lists.
Prospecting means reaching new people and through YouTube’s expansive interest, topic, and keyword based targeting options, you can grow awareness about your music and reach many new fans. Bear in mind your fan demographic and be detailed to give yourself more control. If you’re looking at the age ranges of 18-34 and using the name of a comparable artists as a keyword because you feel your music appeals to her audience base, break out your groups to be: Comparable Artist Name – 18-24, Comparable Artist Name – 25-34. This lets you better understand which age groups in that specific audience engage more with your music and also gives you better control of your budget.
YouTube is a highly valuable platform for any artist of any size and there are many ways to interconnect with social media and Spotify to promote your music on YouTube. Keep uploading new videos and group these videos into relevant playlists, as this will all help you build a community for your fans. Tease video clips on your socials and direct your followers to click a link in your bio to watch the full video on YouTube. Leverage video clips in social media advertising to send fans to the YouTube video, increase visual recognition of the video and drive to the Spotify URL for streaming of the new album or single. Test YouTube advertising to continue nurturing your fans and reaching new ones. Video is a great way to increase awareness about your music and continue to make your fans feel a part of this journey with you.
For more tips and tricks, checkout the Stem blog.