Why music content should engage with the sound off
Why music content should engage with the sound off
Artists should be aware that most potential listeners won't hear their music on social media.
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Let’s dive into today’s topic:
Why music content should engage with the sound off
An interesting paradox: When promoting music, artists should note that most potential listeners won't hear it.
Why it matters
Artists often overlook a significant aspect of human digital behaviour when promoting music: social media content is mostly consumed without sound and, therefore, without hearing the music.
While some sources suggest up to 95% of videos are viewed in silence (though I lost the source article), it was recently confirmed that roughly 50% of all video impressions on Instagram are muted (mentioned at around 27:30 in this podcast).
Given this, artists need strategies to promote their music effectively to an audience that might not hear it.
How it works
Artists should focus on captivating viewers without relying on sound when creating social media content.
Shift creative focus to video over audio. This might seem obvious, but it's tough to swallow if sound is your primary product, like for musicians. Since people often view music content without sound, artists should plan their content with a visual-first approach.
Subtitle everything, including lyrics. Based on my experience and analysis, music videos with subtitled lyrics perform better regarding video watch time. Here’s an example.
Show emotion. People love seeing reactions to music. Displaying a lively crowd or expressive reactions can visually demonstrate music's impact.
Ask to save for later. Encourage viewers to remember the music until they're ready to listen. When people are scrolling through social media, they often lack the intent to listen to music immediately. Prompt them to remember the music when they're on Spotify or another platform.
Yes, but..
Don't abandon using music in videos entirely. Music is still crucial for video success, but remember that many people start with the sound off when browsing social media.
Take action now
Artists can review their recent social media videos using these strategies and assess whether they’re engaging for viewers with the sound turned off.
Your thoughts
We’re eager to hear your experiences and insights on today’s topic. Join the conversation and engage with hundreds of artists, creators, and industry professionals in the comments.
Further reading
Improve short-form videos with creative strategies (The Fanbase Builder)
How to leverage user intent (The Fanbase Builder)
We Interviewed the Head of Instagram: Adam Mosseri (The Colin and Samir Show on Spotify)
Full disclosure
Under ‘How It Works’, I refer to this video by Paceshifters, one of my clients.