There’s a big difference between the kind of content that brings in new fans and the kind that keeps your existing ones engaged. Most artists mix them up, posting whatever they’ve just made — but every post you put out lives somewhere in the fan funnel. Understanding that difference changes everything about how you create.
Table of Contents
Top of Funnel: Content for Strangers
When you’re trying to attract new listeners, think small, fast, and native. Your first impression happens in the feed — usually in the form of a short-form video like a Reel, Short, or TikTok. That’s the top of the funnel, where you earn attention a few seconds at a time.
- People give you three seconds first — then maybe 20.
- When they trust you, they’ll give you a minute.
- Eventually, they’ll give you three minutes — or even an hour — but only after you’ve earned it.
That’s why music videos are no longer the first step. They’re for people who already care. Leading with a three-minute concept video to strangers is like walking into the middle of a play — no context, no reason to stay. Instead, start with content that proves who you are and what you do in under ten seconds. Clear visuals, real performance, and direct connection beat abstract ideas every time.
The Metric That Matters Now: Average View Duration
Platforms like Instagram, TikTok, and YouTube don’t just reward clicks or views anymore — they reward average watch time. The longer someone sticks around, the more the platform shows your content to others.
Every video has its own retention curve, and most look like a ski slope. By five seconds in, 60% of viewers are gone. The goal is to flatten that curve — keep more people watching longer. But beyond individual videos, imagine every potential fan has an average view duration with you. At first, they’ll only give you seconds. Over time, if you keep them interested, they’ll give you minutes. That’s how you grow a real audience.
More on average view duration here.
Bottom of Funnel: Content for Fans
Once someone already knows you, they’re ready for deeper material. That’s where your long-form content comes in — music videos, behind-the-scenes clips, performance sessions, vlogs, and full albums. This is for people who’ve already decided you’re worth their time.
- Fan content: albums, behind-the-scenes videos, experiments, storytelling, extended performances.
- Growth content: short-form performance clips, to-camera freestyles, quick demos, micro-moments that introduce your skill and vibe.
Don’t expect strangers to watch behind-the-scenes footage or abstract videos. Those are rewards for people who’ve already signed on. Strangers need clarity, not context. Read this for more ideas on good vertical videos.
Don’t Mix Your Messaging
If you’re a rapper, rap. If you’re a singer, sing. Don’t hide behind travel vlogs or food reviews when you’re trying to get new fans. Those things can work later — but they don’t build the first connection. What does is showing your craft clearly and consistently.
The slow, steady approach is the only one that works long-term. You don’t need to go viral; you need to hold attention just a little longer each time.
Turn Strategy into Action
If you’re ready to take action on this kind of strategy, check out our campaigns and services that address just this issue — Content Creation and related posts like Short Form Video Ideas.
360 Promo is a full-service music marketing, promotion, distribution and admin company. Learn more about us and what we do at 360 Promo, follow us on Instagram and contact us to tailor a plan that works for you.