Independent Artists, You Don't Need Tons of Money to Produce Short-Form Videos

At PitchUS, we've noticed a consistent struggle for up-and-coming artists: effectively marketing their music to attract new listeners and build a dedicated fanbase. This challenge tops the list of concerns that fill our inbox daily.

In today’s digital landscape, the most cost-effective strategy to put your music out there is through short-form video content. While TikTok’s dance crazes or lip-sync battles are absolute winners when it comes to short-form video, there’s actually much more to this medium. Indeed, the simplicity and authenticity of live performance videos can make them a perfect match for musicians.

Recently, these bite-sized live performance clips have grown in popularity, proving their worth in marketing music and catapulting artists to viral fame.

In this post, we'll break down everything you need to know about making short-form videos that resonate on social media!

Welcome to the fast-paced world of short-form videos! What started with Vine's quick clips has exploded with TikTok and stole the spotlight from other forms on pretty much all platforms. The days of lengthy music videos are gone—today, it's all about snappy, eye-catching content that fits right in your hand.

As tracks get shorter and singles reign over albums, mastering short-form videos isn't just cool, it's crucial. Ready to make your own mark with just your smartphone and a burst of creativity? Let’s dive into how you can create killer content that hooks fans fast!

Short-form video is tailor-made for social media. It offers a modern twist on traditional music video elements. Let's unpack what makes a short-form video effective.

1. Vertical Orientation. Use the vertical format. Most people hold their phones upright, so shoot your videos in portrait mode to maximize screen space and grab more attention as viewers scroll.

2. Length. Keep it brief. Ideal video lengths vary by platform: under 60 seconds for YouTube Shorts to ensure they're classified correctly, and up to 90 seconds for Instagram Reels. Typically, aiming for 20 to 30 seconds can optimize viewer retention.

3. Captions on Video. Include captions, especially if your video features lyrics. Bright colors or outlines can help make your captions pop, essential since many viewers watch without sound. Captions can also enhance engagement by drawing the viewer's eye.

4. Hook them fast. Attention spans are short, so cut to the chase. Start with something compelling, like the hook or chorus, and consider adding visual effects like quick cuts or color shifts to keep eyes glued to your video.

- Music-Centric Content. This could be performances, covers, or showcasing your production process.

- Interest-Based Content. Combine your musical content with personal interests or hobbies, like creating a track inspired by your favorite recipe.

- Personality-Driven Content. Use the format to express your personality, perhaps through comedic skits or reaction videos, which can still tie back to your music indirectly.

A very important thing to think of before making your content is the objective of your videos. Your videos should aim to entertain, inspire, or educate. Of course, your music is the center of everything, so think of how you can help, entertain, or inspire listeners while promoting yourself. Sorry, I know that's double-faced, but it's today's marketing. Nothing comes for free. So, feel free to put a call to action at the end of your videos and make sure that the benefit is mutual. Give to receive - the golden rule of today's marketing.

Where to Share Your Videos? 

TikTok: A proof that short-form video is a KING of marketing. Also known for its viral nature and youth-centric audience.

YouTube Shorts: Old but gold. An eternal authority for artists who manage to climb the metrics.

Instagram and Facebook Reels: "More than 77% of Internet users, about 3.59 billion people, are active on at least one Meta platform." - Everyone's there, so make sure your music is too.

But each platform has its nuances, so tailor your content to meet the specific demands and opportunities of where you post. This strategic approach ensures your short-form videos do more than just entertain—they build your fanbase and elevate your musical brand.

Just as a song needs a performer to bring it to life, our video setups are designed around the star of the show—you. With each setup inspired by a hit song, think of this as your setlist for the main stage.
Strap in and get ready to rock the virtual stage. Up next, we're diving into the tips and tricks that will fine-tune your production skills. Let's do this together!

1. Here.

The easiest setup involves just you, a tripod, and your camera or smartphone. You can record anywhere—from your living room to a local park. Opt for visually interesting backgrounds to make your video stand out. For example, performing in front of landmarks or in vibrant natural settings can add a lot of character to your videos.

2. aLive

Capturing live performances, whether at actual gigs or staged events in dynamic settings like a crowded park or a quiet backyard, adds a layer of authenticity. Highlight these moments by focusing on the energy of the performance and consider adding captions for those who watch without sound. It makes us think that this kind of video brought "Jolene" back to life. More precisely, it brought the song to eternity, not just life.

3. Circles...

Having the camera move around you while you perform in a fixed location increases the visual interest. This approach keeps the viewer's attention and gives them a more immersive experience of the performance. It gives the feeling that you're the star, you're not filming, you're the one being filmed! It's a huge difference.

4. Shake it Off!

Add motion to your performance by walking towards the camera or moving within the scene. This dynamic movement engages viewers, making the video feel alive and energetic.

5. Harder, Better, Faster, Stronger

Perform your song while engaged in an activity that either aligns with the song's theme or showcases your interests. Whether you're biking through the city, cooking, or even hiking, integrating these elements can create a unique storytelling angle.

6. Come Together

Incorporate props, guest performers, or unique elements like pets or dramatic weather to enrich the visual narrative. These additions can make the videos more engaging and visually distinct.

7. LipSync for Your Life 

Take your video to the next level by acting out the lyrics as you perform. This method turns your performance into a mini-drama, appealing to viewers' emotions and making the content more memorable.

• Record Several Takes : Don’t just film a small part of your song once. Record the whole song a few times. This lets you pick the best parts to show your fans. You can see which parts people like most.

• Use One Place in Many Ways : If you’re filming somewhere like a park, try different spots for different videos. You could stand by a tree, sit on a bench, or even film by the swings. This keeps your videos interesting without needing lots of locations.

• Set Aside Time Just for Filming : Choose a day just for making videos. This way, you can film lots of videos at once, which saves you time later. Try to do a few different songs in different spots on the same day.

• Keep Your Videos Organized : Make sure you know where all your videos are saved on your computer or phone. This helps when you need to find them later to share with your fans.

• Match Your Lip Sync to Available Tracks : If you’re lip-syncing, use a song version that’s already on apps like TikTok or Instagram. This makes it easier for those apps to recognize your song and show it to more people.

• Practice Makes Perfect : Rehearse your song many times before you start filming. This way, if you mess up, you can keep going without starting over.

• Be Careful with Captions : Don’t put captions at the very bottom or top of your video. They might get covered up by the app’s buttons or get in the way of your face. Try to put them in the middle.

• Use Auto Captions to Save Time : Use editing software that can automatically write captions for you. You might need to fix some words, but it’s faster than writing them all by hand.

• Try New Things : Don’t be afraid to do something different in your videos. Use props, wear fun outfits, or even try acting a little. This can make your videos stand out.

Making videos for your music doesn’t have to be hard or expensive. Simple videos where you perform your music can really help you connect with more people. Remember, though, making videos is just one way to help people find your music. Keep sharing new videos, talk to your fans, and see what they like the most.

If one of your videos starts getting a lot of attention, think about using some ads to help even more people see it. Also, good music is key. If your songs are great, more people will want to listen and share your videos.

Keep practicing your music and your video skills. The more you do it, the better you’ll get, and the more people will notice your short-form videos.