Music promotion is not just about amazing content, it\u2019s about how you share it. Let\u2019s 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\u2019t 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?<\/p>\n
After months of trial and error, I found one promotional strategy that actually produces results.<\/p>\n
Create a game<\/strong> Make a powerful, direct, specific request<\/strong> It\u2019s powerful because it\u2019s straightforward and honest. Plus, people like to play games and you have invited them to be a part of yours. It\u2019s direct because you are asking them directly to share the link, not just posting a link hoping they\u2019ll share it. It\u2019s 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 \u201cno,\u201d 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.<\/p>\n Acknowledge every share<\/strong> Keep the players updated<\/strong> It\u2019s not about winning the game, by the way. It\u2019s about generating more views and a connection between you and your fans. If you hit your marker, cool. If not, you\u2019ve tightened the bond between your fans and your content and presented yourself in a powerful light.<\/p>\n Try this technique and let us know how it works for you.<\/p>\n
\nI don\u2019t 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\u2019s 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\u2019t \u201cwon,\u201d i.e., our exact numbers weren\u2019t reached.<\/p>\n
\nMake a request in such a way that people will take an action. For example, \u201cmy new video is up on YouTube!\u201d is not a request. \u201cCheck it out\u201d is a request, but it\u2019s not powerful, specific, or direct. \u201cI\u2019m 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?\u201d is powerful, direct, and specific.<\/p>\n
\nOnce you\u2019ve made your request, people will share your link, I promise. Stay on top of the shares, and make sure to acknowledge every share, whether \u201cliking\u201d 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\u00a0you<\/em>\u00a0winning to\u00a0them<\/em>\u00a0winning, too.<\/p>\n
\nThroughout the designated time you\u2019ve established for your \u201cgame,\u201d post updates on how far you have to go, how far you\u2019ve 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\u2019ve made the request and now are following up on the results and keeping your fans informed.<\/p>\n