A TikTok Rollout Plan For Your Next Release
If you’re planning to drop new music, you should know that a solid TikTok strategy can be extremely valuable to your success. So many have dreamed of having that one song go viral, getting them a big record deal and turning them into a star. But in reality, the accounts that have real and lasting success have taken months, if not a years, of consistent posting to grow.
To make the most of your rollout strategy, the first thing you should do is to get organized. Sure, some people can find success by going with the flow, without a detailed game plan, but we’ve learned that it’s much easier to stay consistent (and keep your sanity) when you’re following a schedule. So make a plan, put all the pieces in place, execute, and send it out into the world.
After working through a number of artists’ release plans, we’ve created an effective TikTok Music Rollout Guide to help you successfully tease and promote your release. The most important rules are these: stay consistent, use the same melody of the song in every video, & engage with comments.
Here’s to reaching your audience and growing your fanbase 🥂
4 Weeks Out
If you’re a band or artist with a smaller following, we suggest beginning to tease your song about 4 weeks ahead of its release. This gives time for viewers on TikTok to gain familiarity around the song and potentially use it in their personal videos (which can also be used for leverage when pitching to Spotify editorial playlists). We suggest posting about the release 2-3 times a week during this phase in addition to your regular posting strategy, summing up to about 5 posts per week.
Posting Ideas & Tips:
Use A Strong Hook
Use a strong hook at the beginning of your video (i.e. POV: if this is on your fyp, you’re in your healing stage). Hooks are great when they are specific, feel personal & are delivered quickly. After the hook, play a 20-25 second clip of the most exciting part of the single. When teasing, be sure to use the same piece of the song in all videos so viewers continue to recognize the melody.
Utilize Performance Content
Be consistent with the framing, look, & style of these performance videos. You could also try adding different hooks to retain viewers attention. Performance videos can be lip synching OR a true performance.
1-2 Weeks Out
At 2 weeks out from release, we suggest you start increasing the frequency of posts with the new song to 3-4 times a week. This is crunch time and helps build anticipation - wohoo! Around 1 week out is a great time to announce the specific release date. This helps keep fans engaged & excited for the next week's release. For more established artists with a larger following, you can begin teasing your single at this time.
Posting Ideas & Tips:
Create Candid Videos with Interesting Text
Take videos throughout your daily life, whether that’s in the studio, with your friends, or going on a walk, to give your followers a little insight into who you are. Then, add text that focuses on creating community and connecting with your target demographic, OR text that encourages viewers to use your sound in their videos. (i.e: if you like ethereal cinematic pop congrats you just found your new favorite artist)
Get Live Reactions from Friends & Family
Show your mom or dad your new song & ask them to react on camera. Beg your manager on FaceTime to drop the song. Film your cat’s reaction. Call your ex. Have fun with it!
Use Trends to Talk About Your Music
Use trending sounds or trends in general to talk about the release of your single OR stories behind the song. Trending sounds are great because they can boost your video on the For You Page.
Release & Post Release
Once your song is out at long last, there’s still a lot of work to do! Spend the next 2 -3 weeks going HARD with your promotion. Plan to post about it 3-5 times a week. Play that sh*t everywhere! And make sure your posts are ‘cold audience friendly’ (i.e. engaging to both your followers and people who have never heard of you before) by adding calls to action in the caption or comments, leading fans to streaming platforms and using the song’s official TikTok sound within the app.
Posting Ideas:
Storytime Videos
Now that fans can listen to the entire song, give them some backstory. And don’t be afraid to get personal - people relate to authentic, personal stories. Did you write the song about your mom? Girlfriend? Ex boyfriend’s friend who’s now in your DMs? Tell us all the tea.
Introduction to the band/artist once song has dropped
This is the perfect time to utilize the sound off of the TikTok app & introduce yourself/band - especially if other users are using the sound behind their personal videos. Adding personalized text or funny facts about band members helps engagement too.
Vibey Performance Videos
Try exploring your niche aesthetic & continue to post these videos several times a week. Find cool ways to play your song that feels authentic to YOUR brand. This could be in the back of a truck, in a cool studio space or a vibey living room with cats & plants.
Executing an effective TikTok strategy can seem very time consuming from the jump, but by planning ahead, you have the ability to start early and stock up. Once you’ve laid out your timeline, start knocking out content ahead of time and save yourself the headache later so that you can fully enjoy your release.
And don’t forget - always be yourself and only post what feels right for your brand. Your true fans are waiting for you!