Need Help? Email me at ross@indiecontentlab.com :)
The Indie Content Lab
The Exact Formula To Make Your Music Viral
Posting your music on TikTok, Reels, and Shorts… and still getting 100 views?
Posting your music on TikTok, Reels, and Shorts… and getting nowhere fast?
👇 Works for any genre (even mongolian dronewave). Learn how below 👇
The Indie Content Lab
The Exact Formula To Make Music Viral
© 2025 The Indie Content Lab
ross@theindiecontentlab.com
Terms • Privacy
Contents
Module One
Audience Layers & The Algorithm
Alright!
Before we even touch the formula, we need to talk about what’s actually going on when you post a video on IG, TikTok or YouTube shorts.
Because if you’re anything like most independent artists I’ve worked with, you’ve probably thought something like:
“My content looks good. The song’s good. So why the hell is it getting 243 views?
It’s frustrating. But there’s a reason.
And it has way less to do with the quality of your video…
…and way more to do with how short-form platforms actually test and distribute your content.
So let’s break this down.
Imagine You’re Busking…
You’re standing on a street corner, strumming your song.
At first, nobody really stops. A few people glance. One person slows down.
But then someone pauses to listen. Then another. Someone else starts filming. Suddenly, a small crowd forms.
Now even people across the street are wondering…
“Wait… who’s this? What’s going on here?”
And that’s when things start to snowball.
But here’s the important part: it’s not necessarily because your performance is amazing (you could be in the middle of a half drunk rendition of Wonderwall)…
It’s because people were reacting.
That reaction is what draws more attention.
And this is exactly how Instagram, TikTok, and YouTube Shorts treat your videos.
The algorithm doesn’t care about how long you spent editing your reel…
Or how good your voice sounds…
It cares about one thing:
Did people stop and engage?
Enter: The Audience Layers
When you post a video, it doesn’t get shown to people randomly.
No platform wants to waste reach on something that doesn’t work.
So instead, it tests your content in stages - what I call Audience Layers.
Layer One: Your Inner Circle
This is your loyal crew. Friends. Family. Hardcore fans. Your mom.
The people who already like your stuff and engage without thinking.
And your content always does OK with this layer. They’re biased.
But if the algorithm sees strong engagement (like people watching the full video, liking, sharing, commenting), it goes:
“Cool. Let’s push this to more people.”
Layer Two: The Lukewarm Crowd
If your video does well with your inner circle, the algorithm starts nudging it outward to Layer 2.
This group is kinda like those casual acquaintances you met at a party 6 years ago.
They might follow you, but they’re not checking for your every post.
Maybe they liked a video six months ago.
Maybe they watched your Story once and forgot who you were.
They’re familiar, but they’re not fans (yet).
And this is a critical layer - because now we’re testing your content with people who don’t feel obligated to engage.
They won’t comment because they love you.
They won’t like it to be polite.
They’re just scrolling… and if something doesn’t instantly click, they’re gone.
So if your video manages to grab their attention, that’s a big green flag to the algorithm.
That’s when you get bumped up to Layer 3, which is the real test.
Layer Three: The Strangers
This is where it gets interesting.
Because these are people who’ve never seen you before.
The algorithm picks them because they like similar content… but they don’t know who you are.
And if your content works here…. if total strangers watch it, engage with it and don’t swipe away?
Then the algorithm pushes harder.
It sends your video wider. To more strangers. Bigger pockets of users. Potentially millions.
But…
This is the bit where most artists get stuck.
Because the content they’re posting is usually built for Layer 1.
People who already like them and know them.
But as soon as the algorithm tries to push it to strangers?
It dies.
And you think, “Maybe I just need to post more. Or the algorithm hates me.”
Nope.
You just need to build videos that work beyond your core layer.
Because what stops your biggest followers mid-scroll…
…is not the same thing that stops a complete stranger who doesn’t care about you yet.
So you need content that grabs attention from people who’ve never heard of you and makes them curious enough to stick around.
The Solution
Alright, so in the next module I’m going to show you the proven formula that makes ANY content work in Layer 3 and beyond.
That’s how you break the “glass ceiling”… that invisible cap where most artist content tops out at a few hundred views and dies.
And the key to all of it?
The first 3 seconds of your video.
Because that’s all you get.
That’s your one shot to stop someone scrolling, get their brain to ask….
“Wait, what’s this?”
…and buy yourself enough attention to let your song shine.
This is what the next module is all about.
It’s called The 3-Second Formula… and it’s going to show you exactly how to craft scroll-stopping openings that pull new people into your world.
Module Two
The 3-Second Formula
Aaaalright, let me be honest.
Very few people open IG, TikTok or YouTube with the goal of finding a new artist.
And they’re not scrolling Reels hoping they stumble across your song.
They’re scrolling for stories. For emotion. For entertainment.
That’s why your job is to interrupt that scroll in a way that doesn’t feel like an interruption.
That’s what this formula does.
The Truth:
You have 3 seconds to convince a stranger to care.
And 3 seconds is generous.
Because the people you're trying to reach have no reason to stop.
They don’t know who you are. They don’t owe you anything. They’re flicking through 10 videos a minute.
So you can’t just post a performance shot, no matter how good the song is.
Your song isn't the hook.
The moment is the hook.
And the moment sets up the music.
This is what gets you out of the algorithm's first testing layers and into the feed of people who’ve never heard of you.
So... What Actually Is The 3-Second Formula?
It’s this:
Start with a short visual or moment that triggers curiosity, emotion or tension
Transition into your song in a way that resolves or deepens that emotion
Use text on screen to guide, ground or add context to what they’re watching
Let the music take over
3 Proven Viral Hooks For The 3-Second Formula
The Clip Hook
Start your video with a real viral clip (a few seconds of someone else’s video) that:
Feels emotional or intense
Grabs attention right away
Makes sense with the theme or emotion of your song
Then cut to your music video or a natural performance with a text overlay that ties the two together.
Why it works:
Viral clips already have that "what's going on here?" factor baked in, so people are more likely to stop scrolling and stay for your music.
The Edit Hook
This one’s all about impact and surprise.
Start your video with a jarring or cinematic moment.. like you artist falling backwards, getting "punched” or crashing into something.
Then, quickly cut to you performing the song in the same location and outfit.
Why it works:
It grabs attention instantly by triggering confusion or curiosity. The brain wants to make sense of what it just saw. Then when it cuts to the music, the viewer’s already invested.
The Spying Hook
This one taps into the Snapchat / gossip / “caught in the act” energy.
Start your video with a clip shot from across the room, through a door or far away with Snapchat overlay text that drives curiosity. Basically, it looks like someone is secretly recording the artist doing something weird, embarrassing or emotional.
Then cut into your performance clip.
Why it works:
The Spying Hook grabs attention because it feels raw and unfiltered… like someone accidentally caught you doing something weird or vulnerable.
Next up in Module 3, I’ll break down exactly how to film, edit, and bring these ideas to life on your phone.
Module Three
Creating Viral Videos
Okay… now that you understand why the hook matters and what kind of hooks work…
Let’s actually make a video.
This part might feel intimidating at first.
But trust me… if you can open your phone camera and press record, you’re good.
You don’t need a DSLR.
You don’t need a director.
And you definitely don’t need a £500 lighting setup or a ring light big enough to fry an egg on.
Let’s break it down into 3 parts:
1. Filming the Hook (Viral Clip or DIY)
First 3 seconds = everything.
This is where you make the scroll stop.
You’ve got two main options:
Option A: Viral Clip Hook
Use an existing trending video that fits the mood or theme of your song.
You can grab videos directly from Instagram and TikTok using free download tools like https://snapinsta.to (Instagram) or https://ssstik.io (TikTok).
But remember - it has to make sense.
Don’t just bolt your track onto a random viral clip.
You’re not making a meme... you’re setting the stage for your song to feel like part of a moment.
Option B: DIY Hook
Film your own setup that looks like it could’ve gone viral.
Like a….
Fake confrontation / emotional moment
First-person POV of someone doing something dramatic
“Caught on camera” style shot (like the spying hook)
Whatever you go with, it should feel raw, real and scroll-stopping.
2. Filming the Performance
Once the hook lands, you cut straight into the heart of the song.
This is where your track actually gets to shine.
Keep it simple:
Use your phone.
Use your rear camera if possible (better quality).
Use natural lighting if you can (golden hour always wins).
Film in vertical (9:16) and use a tripod or phone stand.
Don’t overthink it.
Raw >>> Overproduced.
If you’re stuck, start by filming yourself:
Singing / rapping to the camera
Playing an instrument
Walking through a cool location while lip-syncing
Sitting in one spot and delivering the emotion of the song
And if you’re making more than one video per song, film 3–4 versions of the same performance in different outfits / locations.
Boom - now you’ve got a content bank!
3. Editing Your Video
I recommend using CapCut to edit your videos - it’s free, works on all devices and is perfect for splicing clips together and adding simple text.
Here's the basic workflow:
1. Start a New Project
Download CapCut and open the app
Tap “New Project”
Choose your hook video first (either a viral clip or your DIY filmed intro)
2. Add Your Performance Clip
Tap the little “+” button to add your performance footage after the hook
Trim the start and end so it jumps in cleanly
3. Add Your Song
Import a 10–15 second clip of your track by tapping “Audio” → “Sounds” and selecting your file.
You want the drop, hook or most emotionally charged moment of your song to hit right as the performance clip starts…. so adjust the timing of your hook and performance footage to line up just right.
4. Add Text Overlays (Captions)
Tap “Text” → “Add text”
Write something short + scroll-stopping.
Use bold, readable fonts that look look native to TikTok / IG / Snapchat (the CapCut default system font with a black outline works well)
Place it near the top or middle of the screen
5. Add Effects or Filters (Optional)
You can use “Effects” or "Filters" to make your performance video pop more.
But don’t overdo it…. performance videos that look simple and raw tend to work best.
6. Export Your Video
Tap the arrow in the top right
Make sure watermark is turned off
Export in 1080p or 2K for best quality
Now that you’ve got a killer video, it’s time to talk about when and how to post it for the best chance of catching fire. We’ll cover timing, strategy, and what gives your content the highest odds of taking off in Module 4…
Module Four
The Posting Blueprint
So… you’ve got your video.
You’ve nailed the hook.
You’ve edited it, added captions and you're actually proud of it.
Now what?
Well.. now it’s time to get it seen!
And unfortunately, this is the part most artists just wing.
They post randomly, at whatever time feels convenient, maybe once every few days…
…then wonder why their killer video got 83 views and a pity comment from their cousin.
This module fixes that.
Here’s the truth:
You don’t need to post daily.
You don’t need to post at 3:01 PM because a “guru” on TikTok said that’s the magic hour.
But you do need a consistent rhythm…. one that gives your content the best possible shot at reaching further and further audience layers.
Let’s break it down.
How Often Should You Post?
The real answer: as often as you can stay consistent without burning out.
But if you want a rule of thumb:
3–5x per week is a solid target
Posting more can help you learn and improve faster (as long as you’re using the formula)
Posting less is fine too…. but results might be slower
If your videos are good, you don’t need to spam the feed.
You just need to post enough to give the algorithm fuel to work with.
What Time Should You Post?
There’s no perfect time that works for everyone, but here’s a smart approach:
Post when your audience is most likely to be on their phones
For most artists, that’s between 6–9 PM local time (after work / school)Test mornings too
Try 9–11 AM and see if your audience is active early
The key is consistency.
Pick a few times, post consistently for 2 weeks, then check the results.
Should You Repost the Same Video?
Yes. 100% yes.
If your content flopped, don’t assume it’s dead.
Repost it 1–2 weeks later with a different hook, or change the caption.
Sometimes a great video just needs a better lead-in…
Or the algorithm just wasn’t feeling generous that day.
Some of the biggest artists repost the exact same clip until it works.
Don’t Just Hit “Share”
If you’re posting on multiple platforms, don’t just export from TikTok with the watermark and upload it to Reels.
Each platform wants native content.
Here’s what to do instead:
Edit your video in CapCut (or any editor) and export without logos
Upload directly to TikTok, Instagram Reels, and YouTube Shorts separately
Yes, it’s a bit more effort.
Yes, it’s worth it.
Now that you’ve got a killer video, it’s time to talk about when and how to post it for the best chance of catching fire. We’ll cover timing, strategy, and what gives your content the highest odds of taking off in Module 4…
Module Five
From Views to Fans
So you’ve got a few solid videos out there.
Maybe you’ve even had a blow-up in views.
Nice!
But views are just numbers unless you turn those views into real listeners… and fans.
This module is about building a world around your music, and inviting people into it.
Because here’s the thing: Most artists treat TikTok or Reels like a digital lottery. Post a video, cross your fingers, wait for virality.
But the artists who win in the longterm?
They treat it like a story.
Like a place.
Like their own tiny corner of the internet.
When someone clicks your profile, what do they see?
That’s your chance to make them stay.
To make them care.
To make them think: “Woah, who’s this? I want more.”
And no….. you don’t need to have some huge branding strategy, aesthetic moodboard or post like an influencer.
But you do need some consistency.
Here’s what works:
Make your page look like a world someone can fall into.
That doesn’t mean aesthetic perfection… it just means some consistency.
Same colours, similar shot types, fonts, tones.
The easiest cheat code here is to do one or two DIY photoshoots and use those images for video thumbnails and background content over and over.
Create ongoing narratives.
Not every video has to stand alone.
Think in mini-series, running jokes, emotional arcs.
Like: "This is the song I wrote the day I left that relationship" → then a few days later: "You lot wanted part two, so here's how the story ends…"
That kind of thing builds momentum (and fans).
Give people more places to go.
If someone does fall in love with music via your content, don’t make them work to find more.
Put a SmartLink in your bio that leads to your Spotify, email list, merch, Patreon…. whatever world you want to build.
Remember, your real goal isn’t to get someone to comment fire emojis on a TikTok.
It’s to get them to stream your music. To show up. To care.
And that doesn’t happen by luck, it happens by design.
You’ve already got the formula to make content that gets seen.
Now shape your world so the right people stick around.
Wanna work with me 1-2-1?
I take on a small number of artists each month for more hands-on support… whether it’s shaping your content, creating your visuals or building out a full growth strategy.
If that sounds like something you’re into, drop me a message at ross@indiecontentlab.com and tell me a bit about your project :)
Contents
Module One
Audience Layers
& The Algorithm
Alright!
Before we even touch the formula, we need to talk about what’s actually going on when you post a video on IG, TikTok or YouTube shorts.
Because if you’re anything like most independent artists I’ve worked with, you’ve probably thought something like:
“My content looks good. The song’s good. So why the hell is it getting 243 views?
It’s frustrating. But there’s a reason.
And it has way less to do with the quality of your video…
…and way more to do with how short-form platforms actually test and distribute your content.
So let’s break this down.
Imagine You’re Busking…
You’re standing on a street corner, strumming your song.
At first, nobody really stops. A few people glance. One person slows down.
But then someone pauses to listen. Then another. Someone else starts filming. Suddenly, a small crowd forms.
Now even people across the street are wondering…
“Wait… who’s this? What’s going on here?”
And that’s when things start to snowball.
But here’s the important part: it’s not necessarily because your performance is amazing (you could be in the middle of a half drunk rendition of Wonderwall)…
It’s because people were reacting.
That reaction is what draws more attention.
And this is exactly how Instagram, TikTok, and YouTube Shorts treat your videos.
The algorithm doesn’t care about how long you spent editing your reel…
Or how good your voice sounds…
It cares about one thing:
Did people stop and engage?
Enter: The Audience Layers
When you post a video, it doesn’t get shown to people randomly.
No platform wants to waste reach on something that doesn’t work.
So instead, it tests your content in stages - what I call Audience Layers.
Layer One:
Your Inner Circle
This is your loyal crew. Friends. Family. Hardcore fans. Your mom.
The people who already like your stuff and engage without thinking.
And your content always does OK with this layer. They’re biased.
But if the algorithm sees strong engagement (like people watching the full video, liking, sharing, commenting), it goes:
“Cool. Let’s push this to more people.”
Layer Two: The Lukewarm Crowd
If your video does well with your inner circle, the algorithm starts nudging it outward to Layer 2.
This group is kinda like those casual acquaintances you met at a party 6 years ago.
They might follow you, but they’re not checking for your every post.
Maybe they liked a video six months ago.
Maybe they watched your Story once and forgot who you were.
They’re familiar, but they’re not fans (yet).
And this is a critical layer - because now we’re testing your content with people who don’t feel obligated to engage.
They won’t comment because they love you.
They won’t like it to be polite.
They’re just scrolling… and if something doesn’t instantly click, they’re gone.
So if your video manages to grab their attention, that’s a big green flag to the algorithm.
That’s when you get bumped up to Layer 3, which is the real test.
Layer Three:
The Strangers
This is where it gets interesting.
Because these are people who’ve never seen you before.
The algorithm picks them because they like similar content… but they don’t know who you are.
And if your content works here…. if total strangers watch it, engage with it and don’t swipe away?
Then the algorithm pushes harder.
It sends your video wider. To more strangers. Bigger pockets of users. Potentially millions.
But…
This is the bit where most artists get stuck.
Because the content they’re posting is usually built for Layer 1.
People who already like them and know them.
But as soon as the algorithm tries to push it to strangers?
It dies.
And you think, “Maybe I just need to post more. Or the algorithm hates me.”
Nope.
You just need to build videos that work beyond your core layer.
Because what stops your biggest followers mid-scroll…
…is not the same thing that stops a complete stranger who doesn’t care about you yet.
So you need content that grabs attention from people who’ve never heard of you and makes them curious enough to stick around.
The Solution
Alright, so in the next module I’m going to show you the proven formula that makes ANY content work in Layer 3 and beyond.
That’s how you break the “glass ceiling”… that invisible cap where most artist content tops out at a few hundred views and dies.
And the key to all of it?
The first 3 seconds of your video.
Because that’s all you get.
That’s your one shot to stop someone scrolling, get their brain to ask….
“Wait, what’s this?”
…and buy yourself enough attention to let your song shine.
This is what the next module is all about.
It’s called The 3-Second Formula… and it’s going to show you exactly how to craft scroll-stopping openings that pull new people into your world.
Module Two
The 3-Second Formula
Aaaalright, let me be honest.
Very few people open IG, TikTok or YouTube with the goal of finding a new artist.
And they’re not scrolling Reels hoping they stumble across your song.
They’re scrolling for stories. For emotion. For entertainment.
That’s why your job is to interrupt that scroll in a way that doesn’t feel like an interruption.
That’s what this formula does.
The Truth:
You have 3 seconds to convince a stranger to care.
And 3 seconds is generous.
Because the people you're trying to reach have no reason to stop.
They don’t know who you are. They don’t owe you anything. They’re flicking through 10 videos a minute.
So you can’t just post a performance shot, no matter how good the song is.
Your song isn't the hook.
The moment is the hook.
And the moment sets up the music.
This is what gets you out of the algorithm's first testing layers and into the feed of people who’ve never heard of you.
So... What Actually Is The 3-Second Formula?
It’s this:
Start with a short visual or moment that triggers curiosity, emotion or tension
Transition into your song in a way that resolves or deepens that emotion
Use text on screen to guide, ground or add context to what they’re watching
Let the music take over
3 Proven Viral Hooks For The 3-Second Formula
The Clip Hook
Start your video with a real viral clip (a few seconds of someone else’s video) that:
Feels emotional or intense
Grabs attention right away
Makes sense with the theme or emotion of your song
Then cut to your music video or a natural performance with a text overlay that ties the two together.
Why it works:
Viral clips already have that "what's going on here?" factor baked in, so people are more likely to stop scrolling and stay for your music.
The Edit Hook
This one’s all about impact and surprise.
Start your video with a jarring or cinematic moment.. like you artist falling backwards, getting "punched” or crashing into something.
Then, quickly cut to you performing the song in the same location and outfit.
Why it works:
It grabs attention instantly by triggering confusion or curiosity. The brain wants to make sense of what it just saw. Then when it cuts to the music, the viewer’s already invested.
The Spying Hook
This one taps into the Snapchat / gossip / “caught in the act” energy.
Start your video with a clip shot from across the room, through a door or far away with Snapchat overlay text that drives curiosity. Basically, it looks like someone is secretly recording the artist doing something weird, embarrassing or emotional.
Then cut into your performance clip.
Why it works:
The Spying Hook grabs attention because it feels raw and unfiltered… like someone accidentally caught you doing something weird or vulnerable.
Next up in Module 3, I’ll break down exactly how to film, edit, and bring these ideas to life on your phone.
Module Three
Creating Viral Videos
Okay… now that you understand why the hook matters and what kind of hooks work…
Let’s actually make a video.
This part might feel intimidating at first.
But trust me… if you can open your phone camera and press record, you’re good.
You don’t need a DSLR.
You don’t need a director.
And you definitely don’t need a £500 lighting setup or a ring light big enough to fry an egg on.
Let’s break it down into 3 parts:
1. Filming the Hook (Viral Clip or DIY)
First 3 seconds = everything.
This is where you make the scroll stop.
You’ve got two main options:
Option A: Viral Clip Hook
Use an existing trending video that fits the mood or theme of your song.
You can grab videos directly from Instagram and TikTok using free download tools like https://snapinsta.to (Instagram) or https://ssstik.io (TikTok).
But remember - it has to make sense.
Don’t just bolt your track onto a random viral clip.
You’re not making a meme... you’re setting the stage for your song to feel like part of a moment.
Option B: DIY Hook
Film your own setup that looks like it could’ve gone viral.
Like a….
Fake confrontation / emotional moment
First-person POV of someone doing something dramatic
“Caught on camera” style shot (like the spying hook)
Whatever you go with, it should feel raw, real and scroll-stopping.
2. Filming the Performance
Once the hook lands, you cut straight into the heart of the song.
This is where your track actually gets to shine.
Keep it simple:
Use your phone.
Use your rear camera if possible (better quality).
Use natural lighting if you can (golden hour always wins).
Film in vertical (9:16) and use a tripod or phone stand.
Don’t overthink it.
Raw >>> Overproduced.
If you’re stuck, start by filming yourself:
Singing / rapping to the camera
Playing an instrument
Walking through a cool location while lip-syncing
Sitting in one spot and delivering the emotion of the song
And if you’re making more than one video per song, film 3–4 versions of the same performance in different outfits / locations.
Boom - now you’ve got a content bank!
3. Editing Your Video
I recommend using CapCut to edit your videos - it’s free, works on all devices and is perfect for splicing clips together and adding simple text.
Here's the basic workflow:
1. Start a New Project
Download CapCut and open the app
Tap “New Project”
Choose your hook video first (either a viral clip or your DIY filmed intro)
2. Add Your Performance Clip
Tap the little “+” button to add your performance footage after the hook
Trim the start and end so it jumps in cleanly
3. Add Your Song
Import a 10–15 second clip of your track by tapping “Audio” → “Sounds” and selecting your file.
You want the drop, hook or most emotionally charged moment of your song to hit right as the performance clip starts…. so adjust the timing of your hook and performance footage to line up just right.
4. Add Text Overlays (Captions)
Tap “Text” → “Add text”
Write something short + scroll-stopping.
Use bold, readable fonts that look look native to TikTok / IG / Snapchat (the CapCut default system font with a black outline works well)
Place it near the top or middle of the screen
5. Add Effects or Filters (Optional)
You can use “Effects” or "Filters" to make your performance video pop more.
But don’t overdo it…. performance videos that look simple and raw tend to work best.
6. Export Your Video
Tap the arrow in the top right
Make sure watermark is turned off
Export in 1080p or 2K for best quality
Now that you’ve got a killer video, it’s time to talk about when and how to post it for the best chance of catching fire. We’ll cover timing, strategy, and what gives your content the highest odds of taking off in Module 4…
Module Four
The Posting Blueprint
So… you’ve got your video.
You’ve nailed the hook.
You’ve edited it, added captions and you're actually proud of it.
Now what?
Well.. now it’s time to get it seen!
And unfortunately, this is the part most artists just wing.
They post randomly, at whatever time feels convenient, maybe once every few days…
…then wonder why their killer video got 83 views and a pity comment from their cousin.
This module fixes that.
Here’s the truth:
You don’t need to post daily.
You don’t need to post at 3:01 PM because a “guru” on TikTok said that’s the magic hour.
But you do need a consistent rhythm…. one that gives your content the best possible shot at reaching further and further audience layers.
Let’s break it down.
How Often Should You Post?
The real answer: as often as you can stay consistent without burning out.
But if you want a rule of thumb:
3–5x per week is a solid target
Posting more can help you learn and improve faster (as long as you’re using the formula)
Posting less is fine too…. but results might be slower
If your videos are good, you don’t need to spam the feed.
You just need to post enough to give the algorithm fuel to work with.
What Time Should You Post?
There’s no perfect time that works for everyone, but here’s a smart approach:
Post when your audience is most likely to be on their phones
For most artists, that’s between 6–9 PM local time (after work / school)Test mornings too
Try 9–11 AM and see if your audience is active early
The key is consistency.
Pick a few times, post consistently for 2 weeks, then check the results.
Should You Repost the Same Video?
Yes. 100% yes.
If your content flopped, don’t assume it’s dead.
Repost it 1–2 weeks later with a different hook, or change the caption.
Sometimes a great video just needs a better lead-in…
Or the algorithm just wasn’t feeling generous that day.
Some of the biggest artists repost the exact same clip until it works.
Don’t Just Hit “Share”
If you’re posting on multiple platforms, don’t just export from TikTok with the watermark and upload it to Reels.
Each platform wants native content.
Here’s what to do instead:
Edit your video in CapCut (or any editor) and export without logos
Upload directly to TikTok, Instagram Reels, and YouTube Shorts separately
Yes, it’s a bit more effort.
Yes, it’s worth it.
Now that you’ve got a killer video, it’s time to talk about when and how to post it for the best chance of catching fire. We’ll cover timing, strategy, and what gives your content the highest odds of taking off in Module 4…
Module Five
From Views to Fans
So you’ve got a few solid videos out there.
Maybe you’ve even had a blow-up in views.
Nice!
But views are just numbers unless you turn those views into real listeners… and fans.
This module is about building a world around your music, and inviting people into it.
Because here’s the thing: Most artists treat TikTok or Reels like a digital lottery. Post a video, cross your fingers, wait for virality.
But the artists who win in the longterm?
They treat it like a story.
Like a place.
Like their own tiny corner of the internet.
When someone clicks your profile, what do they see?
That’s your chance to make them stay.
To make them care.
To make them think: “Woah, who’s this? I want more.”
And no….. you don’t need to have some huge branding strategy, aesthetic moodboard or post like an influencer.
But you do need some consistency.
Here’s what works:
Make your page look like a world someone can fall into.
That doesn’t mean aesthetic perfection… it just means some consistency.
Same colours, similar shot types, fonts, tones.
The easiest cheat code here is to do one or two DIY photoshoots and use those images for video thumbnails and background content over and over.
Create ongoing narratives.
Not every video has to stand alone.
Think in mini-series, running jokes, emotional arcs.
Like: "This is the song I wrote the day I left that relationship" → then a few days later: "You lot wanted part two, so here's how the story ends…"
That kind of thing builds momentum (and fans).
Give people more places to go.
If someone does fall in love with music via your content, don’t make them work to find more.
Put a SmartLink in your bio that leads to your Spotify, email list, merch, Patreon…. whatever world you want to build.
Remember, your real goal isn’t to get someone to comment fire emojis on a TikTok.
It’s to get them to stream your music. To show up. To care.
And that doesn’t happen by luck, it happens by design.
You’ve already got the formula to make content that gets seen.
Now shape your world so the right people stick around.
Wanna work with me 1-2-1?
I take on a small number of artists each month for more hands-on support… whether it’s shaping your content, creating your visuals or building out a full growth strategy.
If that sounds like something you’re into, drop me a message at ross@indiecontentlab.com and tell me a bit about your project :)