Don't Stand Still: Why Your Promo Strategy Needs Videos

Video content in music marketing isn't going anywhere – let us give you thumb-stopping advice for promotional success!

... aaand, ACTION!

Load up your displays, grab your favourite snack and don’t worry, your reading glasses are on your head – it’s time for another post from the Rotor Blog!

What better way to settle into the new year than with some game-changing tips and tricks from us? In this month’s edition, we’ll be telling you why placing video at the centre of your promotional strategy makes sure your music gets the ears (and eyes!) it deserves.

Building a unique, branded universe around your music means crafting innovative ways to be more than just heard – but seen. Before you get to the ranks of explosive streaming numbers and sold-out shows, your fans want to know what makes you, your music and your platform stand out in a sea of artist identities.

Video is your ticket to cutting through the noise. Whether it’s a killer music video, short snippets for social media or a lyric video that brings your artistry to life, placing moving visuals at the core of your promotional strategy can elevate your music career in ways you never imagined.

My Album/Song is Finished – Now What?

You’ve done it. The writing, the recording, the mixing and the mastering – now, your album is complete. However, as an independent musician, that’s just the beginning. With the evolution of the online world, releasing a comprehensive album or a catchy track isn’t just about dropping it on streaming platforms and hoping for the best. You need a solid marketing strategy, and at the core of that strategy should be video.

So, what’s next? Here’s how to use video to ensure your music reaches as many prospective fans as possible.

Music & Lyric Videos: What’s In It for Me?

We know what you’re thinking. With the downfall of MTV, previously the most prominent space for music and lyric videos, is video content really profitable anymore?

The answer, for the foreseeable future, is yes!

In today’s digital age, video content is the primary medium for posting on social media – and for good reason. Ever scrolled past an audio clip with a still image? Probably. But a moving, dynamic video? That stops thumbs in their tracks. Video captures emotion, tells a story and builds connection with your audience. People don’t just listen to music – they experience it.

A great music video may do well in showcasing your song, but it also defines your brand. Think of it as your sonic and visual fingerprint on the music industry ecosystem. Whether you’re going for high-concept storytelling, simple performance shots or a DIY aesthetic, a music video is your chance to make an unforgettable impression.

However, lyric videos aren’t just placeholders before your official music video. They’re engagement goldmines, helping fans memorize your lyrics, increase watch time and boost your song’s chances of going viral.

PRO TIP: Don’t have a big budget? Rotor has you covered. Our tools help you create professional-looking videos using curated stock footage libraries, customizable templates, dynamic overlays, stylish fonts and more. Rotor helps you focus on visually expressing your unique artistry – instead of draining your bank account.

Teasers vs. Promos: Is There a Difference?

Many artists confuse promos and teasers, but each serves different purposes when it comes to promoting your music. Though massively understated, promos and teasers are an essential part of marketing your music – not only because they can make immediate and measurable impacts across platforms, but they establish your identity as an artist by giving your fans a deeper understanding of who you are.

Teaser campaigns are your promotional hype-builders. They follow the one-word-per-second rule, with no more than about one word or lyric for each second that your teaser lasts. Think building suspense, anticipation and excitement. Let’s break it down:

• Short clips (5-15 seconds) designed to create curiosity.
• Quick flashes of visuals, snippets of music or behind-the-scenes shots.

On the other side of the coin, promos feature clear calls to action (CTA's) that drive engagement. Think simple, visually-striking and engaging when it comes to this short-form video:

• Longer clips (30-60+ seconds) best used for release day and post-launch promotion.
• Feature distinct CTA's like “Album Out Now,” or “Watch the full video.”

Mainstream Case Study: Remember Drake’s “Hotline Bling?” Of course you do! The tune premiered on Apple Music on October 19th, 2015, but the Toronto native took to Instagram to post short, sleek teasers for weeks leading up to the full YouTube release. While the popularity of Drake himself can be attributed to the longevity of affiliated jokes, memes and silly internet discourse, exciting teasers and engaging promotional strategies are what contributed largely to the song's lasting phenomenon.

Ultimately, both promos and teasers are in the musicians’ guide to success, keeping your fans engaged before, during and after your release.

Platforms, Platforms, Platforms

Learning to post for the right platforms is just as important to a musician’s success as streaming numbers and ticket sales. All in all, there is a lot to learn about how you can use them to take your promo to the next level!

Make sure you stay tuned in to the Rotor Blog for next month’s post, where we’ll be going in-depth into optimizing your videos for social media.

The Final Curtain Call

Your job as an independent musician isn’t over after you finish recording. A catalogue shouldn’t just be a collection of songs – but your story; your experiences – filled with bouts of happiness, sadness and insights into the tumultuousness of who you are! Placing videos at the centre of your promotional strategy is the best way to reflect your artistry, helping you create, engage and connect. Your fans are out there waiting – they just need a reason to hit play.

We hope this left you with new revelations and actionable tips for your release strategy! Catch us in March, where we’ll be giving you even more tips and tricks for elevating your platform.

Thanks for tuning in!

Until next month, 

The Rotor Videos Team