Let’s be real.
If your whole content strategy is just “stream my new song,” it’s probably not working. Not because your music isn’t good (it probably is), but because people need a reason to care and a post that sounds like an ad isn’t it.
Seventh Time’s the Charm
There’s an old-school marketing idea called the Rule of Seven, which says someone needs about seven interactions with you before they start to recognize your name, understand what you’re about, and actually care.
That might mean seeing your face a few times, hearing your music in the background, or watching a video where you talk about your story. The point is, it takes repetition to stick. That’s why one “stream my song” video isn’t enough. People need context, connection, and a reason to remember you.
What Happens When You Tip Too Far Either Way?
Go too promo-heavy and it feels like shouting into a void. People don’t follow ads, they follow people.
Go too personality-heavy and people may love your dog, your outfits, or your memes but not even know you make music. Worse, the algorithm might only push out the non-music stuff.
That’s why a balance matters. And the balance looks like this:
Aim for 60% personality, 40% promo.
Even your promo should still feel personal. Use your music as a hook, but wrap it in you.
How to Actually Do That:
Lead with the song, but test the hook
Pick a catchy 7–15 second clip. Try different sections to see what people react to. Watch drop-off in the first 2–3 seconds. That’s where you lose or keep them.
Pair it with something scroll-stopping
It could be you mouthing lyrics, cooking to the beat, filming in an unexpected spot, or telling a story with the song as the background. Something that’s gonna be different to what they’re already seeing when they’re scrolling through.
Use relatable text that hooks the feeling
Instead of “my new single is out,” try:
POV: he said he just needed space.
or
This is for anyone healing from the friendship break-up.
Make them feel seen, then hit them with the sound.
Stick to what’s working
Found a format or style that clicks? Repeat it. Familiarity builds recognition. New people are seeing it for the first time - even if you’ve posted it 3 times already.
Don’t let the cringe stop you
Worried your coworkers or aunt Sandra are watching? Block your contacts. You’re building a fanbase, not performing for your mates.
Content Audit: Are You Balanced?
Here’s a quick check to audit your own page:
Look at your last 10 posts
- How many are music-related?
- How many show your personality or tell a story?
- How many are just straight-up “stream this” promo?
Ask yourself:
- Does a stranger know I make music from watching this?
- Do they know why I make it?
- Do they get a sense of who I am beyond the track?
If it’s 90% promo, weave in more story.
If it’s all vibes and none of your songs, add structure.
At the end of the day, your music is the product.
But you are the reason people stick around. Make them care before you ask them to stream.
Ready to pitch your music to Spotify and Apple Music editors?
Head back to the un:hurd app to explore more tools and resources for playlist promotion.
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