Different artists have different relationships to creating content, and the most sustainable approach is usually the one that feels authentic and connected to the music. Strong music content can give your song context -- it shows people where it belongs, what it feels like and why they should want to hear more. Each video can act as not just a promotional asset but also another doorway into the world of your music.
Here are a few ways to make short-form videos that invite audiences to stop, listen and care.
Hook people in the first 1-3 seconds.
Don’t make people wait for the good part -- start with the moment someone would replay. Try starting with a:
- Text hook: “Don’t send this to your ex.”
- Visual hook: Share the most expressive moment, like a clip in the studio, the crowd reaction, a dance move, or the before-and-after.
- Audio hook: Start with the best lyric, the chorus, or the beat drop.
- “Misdirection” hook: Open with a video that feels like casual phone footage (e.g., shaky camera, Snapchat-style text, a crowd reacting), so the viewer thinks they’re about to watch a real-life moment unfold. Then cut into the song, performance or music video. The trick is that the first shot creates curiosity, but the payoff is the music.
Match the visual energy to the song.
The visual doesn’t have to explain the song literally, but it should match its energy. Try these vibes:
- Sad or intimate song: Close-up, low movement, eye contact, handwritten lyrics
- Chaotic song: Fast cuts, jump cuts, text-heavy POV
- Dance/electronic song: Movement, transitions, beat-synced edits
- Cinematic song: Outdoor or nighttime visuals, slow motion, visualizers
- Confessional pop song: A talking-to-camera intro into the chorus
Try different formats.
Start with a format that feels natural to you, and let the song carry the idea. Try formats like:
- Performances: Singing directly to the camera, an acoustic or stripped-down version, or show footage
- Low-lift music videos: A phone-shot piece, lyric overlays on camera footage, or a montage of videos that match the song’s world
- Creative process showcase: The voice memo vs. the finished song, building the beat, or recording a difficult vocal take
- Storytime: Talking-to-camera setup followed by the song, a moment that inspired the track, or the story behind a lyric
- Fan participation: Ask fans to choose between two versions, “finish the lyric,” or use the song for a specific moment; or reply to a viewer comment with another video
Build around the story, not the release.
Especially for emerging artists, a release date matters more once someone already cares -- storytelling content can help them care in the first place. Make people feel like they found a moment, not a promotional asset. Instead of: “My new song is out now!” try videos that are:
- Lyric-first: “The lyric I almost cut from the song ended up being the most honest one.”
- Story-first: “This song came from something I wish I’d said at the time.”
- Character-first: “This song is for the girl who always says she’s chill and then writes a 3-page Notes app message.”
- Scene-first: “This is the song for the drive home after a conversation changes everything.”
- Process-first: “I had this melody stuck in my head, so I built a song around it.”
Promote the song in phases.
You don’t have to wait until release day to start posting, and you don’t have to stop once the song is out. Different moments in the rollout can do different jobs:
- Before release: Build curiosity around the lyric, story or creative process.
- Second look: Share a different angle or visual.
- Release moment: Lead with the strongest expression of the song or most replayable clip.
- Follow-up: Share the process, a performance, or feature a fan response.
- Re-entry: Revisit the song when there is a new reason, such as a remix, live show, milestone or relevant cultural moment
- After release: Maintain the momentum through alternate versions, fan responses, performances, and behind-the-scenes moments.
Make it a series.
Repeatable formats make content easier to create and more recognizable to fans. Try themed series like:
- “Songs I wrote instead of texting them”
- “Turning my intrusive thoughts into songs”
- “If [specific situation] had a soundtrack”
- “Writing a song from one comment”
- “I made three versions – which one wins?”
Don't forget the basics.
The creative idea is the most important part, but the basics matter! Remember to:
- Use vertical 9:16 video
- Start the song immediately or close to immediately
- Keep lighting clear
- Keep captions readable and inside safe zones per platform
- Avoid static cover art
- Remove watermarks when cross-posting across platforms
Maximize distribution.
A few simple habits can help more people see your videos. Some best practices include:
- Engaging early: Like and reply to comments within the first few days.
- Posting when people are active: Share when your audience is most likely to be online.
- Cross-posting intentionally: Post your video across platforms, adjusting captions or formatting as needed.
- Keeping it focused: Short-form videos usually work best when they stay under three minutes.
There’s no single right format or approach, so experiment freely. The goal is to find the formats that feel sustainable for you, while giving people new ways to understand your music -- and a reason to press play.
