How to promote a song: a step-by-step guide
Promoting a song is less about one big post and more about being seen several times, in different formats, over a few weeks. This guide walks through the whole process, from four weeks before release to two weeks after.
People rarely press play the first time they see a song. They see it once, then again in a different format, then hear a friend use it — and only then look it up. Promoting a song is about creating those encounters on purpose, over a few weeks, without burning out.
Before you start: the basics
- Distribution. Upload the song to your distributor with enough time; many recommend several weeks so it can reach every platform and be eligible for editorial pitching.
- Spotify for Artists pitch. If you want to be considered for editorial playlists, pitch the unreleased song from Spotify for Artists before release. Check the current deadline in the app. More on editorial, algorithmic and independent playlists in how to get on Spotify playlists and how the Spotify algorithm works, on tontria.com.
- Pre-save link. Ask your distributor or a link service for one; use it until release day.
- Your profiles. Same photo, same bio and an up-to-date link in bio on every platform.
Four weeks before: plan
Write down the date, the story you want to tell about the song and the pieces you will need. Pick at least one long video you can cut clips from: the music video, a live session, a rehearsal, an interview. Then fill a calendar day by day — the free release content calendar is a ready-made spreadsheet.
Two weeks before: build expectation
- Announce with a coming soon piece and then the release date.
- Post teasers: 10–20 seconds of the hook, never the whole chorus.
- Tell the story behind the song to camera.
- Count down in stories during the last three days.
The pre-release teaser campaign lists every piece with a checklist, and 12 teaser ideas helps when you run out of ideas.
Release day
- Today in the morning, out now when the song is live everywhere, with the link in bio.
- Out now with the video if there is a music video — moving pieces stand out more than still images.
- Your Spotify Canvas uploaded, so the song looks finished in the app (Canvas maker).
- A lyric video on YouTube, especially if the music video isn’t ready (lyric video types). For the full channel plan, see how to promote music on YouTube.
- Your first vertical clip of the performance or the music video.
- Message the people who helped: musicians, producer, playlist curators, friends with an audience.
The two weeks after
This is where most artists stop, and where there is the most to gain.
- One clip a day (or every other day): chorus, opening line, bridge, a live take, the story in 45 seconds.
- Vertical lyric snippets of the hook so people learn the line.
- Share what listeners post (with permission) and answer comments with video.
- Out now again halfway through the second week.
- Re-cut what worked: same moment, new hook or caption style.
Tip: post the same clip to TikTok, Reels and Shorts. Each platform reaches different people, and you learn faster which moment connects.
For TikTok and Reels specifically, read how to promote a song on TikTok and Reels.
What to measure
- Saves and shares on each clip: they say more than views.
- Profile visits and link clicks after each post.
- Streams and saves of the song in Spotify for Artists during the first weeks.
- Which moment of the song gets the best results — use it in the next clips and ads.
How to make all the content without a team
The plan above needs around twenty pieces per song. With TONTRIA most of them come from two things you already have, the song link and one long video:
- Release assets: coming soon, release date, countdown, today and out now, as images or videos, plus the Canvas.
- Video Lyrics: the lyric video for YouTube and vertical snippets.
- AI Clips: vertical clips from the music video, a session or an interview, with karaoke captions and draft texts for each post.
Everything for a release, in one place: the releases hub.